Proceedings of the 11th International Applied Business and Engineering Conference, ABEC 2023, September 21st, 2023, Bengkalis, Riau, Indonesia

Research Article

Rhetoric Technique Implementation to Improve Students’ Ability In Designing Storytelling Advertising

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  • @INPROCEEDINGS{10.4108/eai.21-9-2023.2342982,
        author={Arita  Destianingsih and Ari  Satria},
        title={Rhetoric Technique Implementation to Improve Students’ Ability In Designing Storytelling Advertising},
        proceedings={Proceedings of the 11th International Applied Business and Engineering Conference, ABEC 2023, September 21st, 2023, Bengkalis, Riau, Indonesia},
        publisher={EAI},
        proceedings_a={ABEC},
        year={2024},
        month={2},
        keywords={rhetoric technique storytelling advertisement students ability},
        doi={10.4108/eai.21-9-2023.2342982}
    }
    
  • Arita Destianingsih
    Ari Satria
    Year: 2024
    Rhetoric Technique Implementation to Improve Students’ Ability In Designing Storytelling Advertising
    ABEC
    EAI
    DOI: 10.4108/eai.21-9-2023.2342982
Arita Destianingsih1,*, Ari Satria1
  • 1: Politeknik Negeri Bengkalis
*Contact email: arita@polbeng.ac.id

Abstract

This study aims to improve the students’ copywriting abilities in designing tourism storytelling advertisements that require expertise in playing words in narrative and visual form. This research is based on the urgency of students who lack skills in verbal and written communication so it is important to increase students' ability to understand the art of rhetoric as a tool that can be used to communicate professionally. The four stages of action research were modified to be used as a way for performing this study, namely (1) planning; (2) implementation; (3) observation; and (4) reflection. There were 23 students of English for Business and Professional Communication as the research subject. The result of this study showed that the student’s ability to develop storytelling advertisements using rhetoric techniques has increased significantly. The analysis data of test score results got from the range of 80-90 or around 65.21% of students scored in the high category.