Language Styles Used by Male and Female Indonesian Celebrities in Instagram Endorsement

This study aimed to discover (1) the differences between male and female Indonesian celebrities in using language styles in Instagram endorsement (2) the way how the messages were conveyed in Instagram endorsement (3) the reason why language styles were used in the way they were. This research was conducted by applying descriptive qualitative method. The data of this study were the Instagram endorsement of male and female Indonesian celebrities. Totally, there were 40 Instagram endorsements to be analyzed from those celebrities. The data were analyzed by using the theory of Bogdan and Biklen. The results of this study were (1) Male Indonesian celebrities tended to use slice of life (30%) and hard style (25%), while female celebrities tended to use straightforward (25%) and soft sell style (35%) in Instagram endorsement. (2) Male and female Indonesian celebrities used rational and emotional way in conveying the advertisement messages in Instagram endorsement. (3) The reason why language styles used in Instagram endorsement can be described as (a) male celebrities mostly used slice of life and hard sell style because they would like to take the readers focus on the product by presenting the benefit, the features, the brand and the credibility in realistic and memorable manner (b) female celebrities mostly used straightforward and soft sell style because they would like to emphasize an affective reaction of the readers by providing the basic information of the product and involving emotional aspects.