GENDER’S PERSUASION IN THE SALES PROMOTION COMMUNICATION

The objectives of this study were (1) to describe the ways of male and female promoters, and (2) to elaborate the reason for the male and female to persuade buyers in the sales promotion in Medan. The samples were from transcriptions of promoters’ persuasion utterances on persuading buyers in of four males and four females in the sales promotion Medan. This research conducted by applying descriptive qualitative research. The instruments of this research are observation and interview. The data collected were the persuasion utterances used by male and female promoters to persuade buyers in the sales promotion. The data of this research were analyzed by using theory of gender’s characteristics. There were 133 utterances of male promoters and 117 persuasion utterances of female promoters. The findings showed that (1) the male and female promoters used to combine the both ways (male ways and female ways) to persuade buyers in the sales promotion communication. Male promoters mostly used the male ways than female ways to show his confidence. Whereas female promoters also used male ways than female ways in almost tend to imitate male persuasion in order to defend her status, (2) from the interviewing to the promoters, the reason why male promoters used the way they are mostly because of to giving factual while for female promoters mostly to negotiate closeness and intimacy.