Persuasive Strategies in Selected Brand Products’ Advertisement on Instagram: Rationalization Aspect

The objective of this research is to find the reason for using persuasive strategies in Selected Brand Products’ Advertisement on Instagram”.In Instagram Captions’ found in the selected brands' product, it is found the persuasive strategy used in “Mineral Water” products, “Medicine” products, “Food and Drink” products, “Household” products, and “Beauty and Skin Care” products. In “Mineral Water” products, these advertisements try to persuade consumers to focus on the quality and technology of the product used. In “Medicine” products, these advertisements try to persuade consumers to focus on the ingredients in the medicine and its uses, also tries to get consumers to focus on the causes and drugs that must be consumed. In “Food and Drink” products, these advertisements try to persuade consumers to focus on the high standards and technology to produce the product and quality of ingredients of the products that can be consumed. In “Household” products, these advertisements try to persuade consumers to focus on the ingredients in it and its benefits to be used. In “Beauty and Skin Care” products, these advertisements try to persuade consumers to focus on the ingredients in it and its benefits to be used. Those advertisements use rationalization in their persuasion strategy. Rationalization in persuasion work because the advertiser knows what the consumers’ needs and wants. There is the involvement of reasons, deep thought, making a sense and logical statements that expected can be accepted by the consumers.


INTRODUCTION
Speech activity is a form of discourse that consists of speech act, such as declarative, directive speech acts, etc. (Fitria, 2015), According to Onuf (2013), directive speech acts are recognizable as imperatives. Pauwelyn et al., (2012, p. 168), states that the purpose of the directive speech act is to oblige someone else to perform some act, then the other purpose of directive speech acts is to influence the intentional behavior of the hearer (Haverkate, 2002, p. 7). The speaker, via a directive sentence, makes a speech act to achieve a certain communicative goal, namely to persuade the hearer in the inevitability of a future situation (Krapova & Joseph, 2018). As stated by Johansen & Larsen (2005), the directive is one speech act by means we commit ourselves and the partner in the conversation to future actions. Directives are useful because they allow the hearer to attain the goals by persuading or pushing other people to act according to our wishes,… (Pérez-Hernández, 2020).
Each type of directive shows a different purpose and function (Fitria, 2019b). Acts such as convincing or persuading belong to this category of directive speech act (Łyda & Drożdż, 2014, p. 181). In our daily, we consciously or not, we are often affected by others; opinion, acts, or behavior. Persuade is to convince somebody or cause somebody to do something/stop doing something. (Kardela et al., 2004). Persuasion is one of the important aspects of communication in a pragmatic field (Yue, 2009). While Finnemore & Goldstein (2013) states that persuasion can involve appeals to interest and rightly understood (Goossens et al., 1995, p. 30). Some speech act especially persuasive has the effect of moving the hearers. Persuasion can be expressed by persuading into change opinion, to force to agree, or to persuade someone. Pérez-Hernández (2020, p. 152) states that in persuading, the speaker attempts to persuade the hearer about the benefits of the action, and he/she does it by appealing to his/her rationality by presenting the difference between a persuasive sentence and an imperative sentence. Persuasive speech is used in promoting a product to the general public. This type of persuasive sentence must be carefully thought out and have high creativity value because it will affect the product being sold.
According to Keraf (2004), there are some persuasive techniques, which are rationalization, identification, suggestion, conformity, compensation, projection, and displacement. Persuasive techniques can be limited as a process of using reason to justify a problem, the basis or reason is not a direct cause of the problem. The truth that is spoken of in persuasion is not absolute, but only the truth that serves to lay the foundations and pave the way so that the desires, attitudes, beliefs, decisions, or actions that have been determined or taken can be justified. Rationalization in persuasion will work best if the speaker or writer knows what the audience or reader needs and wants, as well as their attitudes and beliefs. The characteristic that stands out in this technique is the involvement of reason or deep thought. Rationalization means make sense. This focuses on what the speaker is saying. In this strategy, the speaker needs statements that logic that can be accepted by the consumers. Rationalization shows something by giving some logical statement or reason that can be accepted by logic.
There is some previous study that has been published that is related to persuasive strategies.
First, a study was written by Alfian et al. (2019) entitled "Persuasive Strategies Used by Dr.
Zakir Naik in his Speech in Oxford Union with Theme "Islam and the 21st Century". This analysis aimed to identify the Persuasion Techniques used by Dr. Zakir Naik in his Oxford Union Speech on Islam and the 21st Century. Second, a study was written by Wijaya & Tedjaatmadja (2017) entitled "Persuasive Strategies Used by Insurance Agents in Prospecting Customers Based on Age Factor". The purpose of this research was to define the persuasive strategies used by X insurance agents in the prospecting of clients and to expose the discrepancies and similarities between persuasive strategies used by an insurance agent in the Journal of Pragmatics Research Vol. 3, No. 2 (2021), pp.108-130 E-ISSN: 2656-8020 Website: http://e-journal.iainsalatiga.ac.id/index.php/jopr/index 112 prospecting of clients of the same age and older clients. Third, a study was written by Firmansyah & Kuntjara (2016) entitled "Persuasive Strategies Used by Agung Sedayu Group in the Infomercial, Metro TV". This research is carried out to find out the kinds of persuasion techniques that were used in the infomercial of the Agung Sedayu Party.
From the previous studies explained above, of course, there is difference and similarity with this research. The first research focuses on the persuasive strategy used in speech, in the second and third research focus on the persuasive strategy used by sales marketing. This research persuasive strategy used in social media such as Instagram captions of the selected brand products. Therefore, the objective of this research is to find the main reason for using persuasive strategies in Selected Brand Products' Advertisement on Instagram".

RESEARCH METHOD
This is descriptive qualitative research. Qualitative research is a study that focuses on understanding the naturalistic setting, or everyday life, or of a certain phenomenon or person (Neergaard & Ulhøi, 2007, p. 383). This research here focuses on the phenomenon in our daily life such as social media such as Instagram. The research uses a document in collecting data. The document in this research is in the form of captions used in Instagram. The document is related to the written texts and takes into account the document's physical condition, the handwriting or writing used (Given, 2008, p. 24). According to Given (2015, p. 96), documents can be used as the sole focus for data collection and analysis, or they may be used as tools within another data collection method to complement research. The researcher undertook some steps in analyzing data, such as opening Instagram, selecting the products, analyzing the language in Instagram, then analyzing the persuasive language in Instagram descriptively.

Findings
There are some persuasive strategies found in Instagram's captions especially in the aspect of rationalization. The examples are as follow: pristine8.id Pristiners, apa sih bedanya Pristine 8+ dengan air minum dalam kemasan lainnya? Jadi, selain pHnya yang tinggi, Pristine 8+ juga diproses dengan melewati dua kali proses penyaringan lho. Pertama, air yang berasal dari sumber mata air terpilih akan melalui proses filterisasi untuk membuang kotoran dan bakteri dan menghasilkan air siap minum. Tapi, meskipun sudah melalui proses penyaringan pertama, air kemudian lanjut lagi diproses dengan cara ionisasi untuk memisahkan sifat asam dan basa (pH tinggi) pada air. Nah, hasil akhir inilah yang kemudian jadi air minum pH tinggi kualitas terbaik dan masuk ke dalam setiap kemasan Pristine 8+. Jadi, udah minum Pristine 8+ belum hari ini? (Pristiners, what is the difference between Pristine 8+ and other bottled drinking water? So, apart from its high pH, Pristine 8+ is also processed by going through two filtering processes, you know. First, water from selected spring sources will go through a filtering process to remove dirt and bacteria and produce ready-todrink water. However, even though it has gone through the first filtering process, the water is then further processed by ionization to separate the acidic and alkaline (high pH) properties of the water. Well, this final result then becomes the best quality high pH drinking water and goes into every Pristine 8+ packaging. Based on the table 1, it can be seen that in advertisement number 1 is written "It's easier to #BijakBerplastik with AQUA Life AQUA-Life because it is made from 100% and can be recycled 100%. Besides being more environmentally friendly, AQUA Life is BPOM certified, halal, and meets the SNI and FSCC 22000 criteria. The most important thing is that the water comes from protected sources so that its mineral wealth is preserved. AQUA Life -for the good of nature and the good of your hydration!". It shows that this advertisement tries to persuade consumers to focus on the quality and technology of the product such as environmentally friendly, AQUA Life is BPOM certified, halal, and meets the SNI and FSCC 22000 criteria. This is expected to be a differentiator from other similar products.
In advertisement number 2, is written "Le Minerale, from a good source, is not enough, it must be packed with Double Protection to ensure that the minerals are always kept in your hands. Choose Le Minerale because it has a seal cap and the bottle is hard before opening". It shows that this advertisement tries to persuade consumers to focus on the quality and technology of the product which its product is packed with Double Protection and shows that the package of the product cannot be opened easily to ensure the quality of minerals.
In advertisement number 3, is written "Apart from international quality standards, only Still unsure about #PilihPureLife?" It shows that this advertisement tries to persuade consumers to focus on the quality and technology of the product which goes International by using a process of Microfiltration, a kind of precision filtration technology that uses a filter with a pore size of 0.1-1.5μm to filter water.
In advertisement number 4 is written "Pristiners, what is the difference between Pristine 8+ and other bottled drinking water? Apart from its high pH, Pristine 8+ is also processed by going through two filtering processes, you know. Well, this final result then becomes the best quality high pH drinking water and goes into every Pristine 8+ packaging". It shows that this advertisement tries to persuade consumers to focus on the quality and technology of the product.

Journal of Pragmatics Research
Vol. 3, No. 2 (2021), pp.108-130 E-ISSN: 2656-8020 Website: http://e-journal.iainsalatiga.ac.id/index.php/jopr/index 115 Such as, first, water from selected spring sources will go through a filtering process to remove dirt and bacteria and produce ready-to-drink water. However, even though it has gone through the first filtering process, the water is then further processed by ionization to separate the acidic and alkaline (high pH) properties of the water.
In advertisement number 5 is written "Amidis is the only Drinking Water in Indonesia with 110C Distillation Technology. Because it is processed using distillation technology, Amidis Drinking Water is free of bacteria and viruses, without non-organic minerals, free from contamination of hazardous materials". It shows that this advertisement tries to persuade consumers to focus on the quality and technology of the product. It is processed with modern distillation technology, the water is boiled at a temperature of 110C so it is free from bacteria, viruses, and non-organic minerals that are not needed by the body. (Do you know why Redoxon Triple Action is good to help maintain your immunity? Each Redoxon Triple Action effervescent tablet contains a high dose of 1000 mg of vitamin C which is good for helping to maintain endurance. Redoxon Triple Action also contains 400iu Vitamin D and 10mg Zinc which synergizes with Vitamin C to help maintain endurance. In addition, its effervescent format is more easily absorbed by the body because it is consumed in liquid form).
In advertisements, number 1, is written: "With the herbal ingredients of Ginger, Royal Jelly, and Ginseng, Antangin JRG protects the health of the mother's family, especially during a pandemic by increasing endurance and overcoming colds". It also shows that this advertisement tries to persuade consumers to focus on the ingredients in the medicine and its uses. This advertisement also tries to get consumers to focus on the causes and drugs that must be consumed. Here, the advertisement shows that the product contains natural ingredients such as Ginger, Royal Jelly, and Ginseng, which are blended into one. Ginger has properties to increase endurance, anti-oxidants, and warms the body, and also releases wind when we catch a cold.
Royal Jelly is good for boosting the immune system from various diseases and can inhibit the growth of viruses and bacteria. Ginseng has properties that are more or less the same as ginger and is believed to increase endurance and increase stamina.
In advertisements number 2, is written "For that, always have Panadol Extra available! #TemanTuh with Paracetamol and Caffeine content is effective for relieving headaches and various annoying pains. Panadol has been certified Halal". It also shows that this advertisement tries to persuade consumers to focus on the ingredients in the medicine and its uses. This advertisement also tries to get consumers to focus on the causes and drugs that must be consumed. Here, the advertisement shows that the product contains Paracetamol and Caffeine.
Paracetamol is an analgesic that works by increasing the threshold of pain and Caffeine works by blocking the action of adenosine receptors thereby reducing pain.

Journal of Pragmatics Research
Vol. 3, No. 2 (2021), pp.108-130 E-ISSN: 2656-8020 Website: http://e-journal.iainsalatiga.ac.id/index.php/jopr/index 117 In advertisement number 3 is written "When flu symptoms strike, it doesn't feel really good! When you start to feel symptoms such as dry throat, breathing begins to become obstructed; the body hurts to drink Tolak Angin Flu. Do you know that rejecting the Flu contains Echinacea Flowers? These natural ingredients can reduce the risk of flu and of course, can increase the body's resistance to fight influenza". It also shows that this advertisement tries to persuade consumers to focus on the ingredients in the medicine and its uses. This advertisement also tries to get consumers to focus on the causes and drugs that must be consumed. Here, the advertisement shows that the product contains Echinacea plants that can prevent and treat colds; increase the production of white blood cells can fight infections in the body. This flower extract can shorten the duration of colds and other upper respiratory tract infections, as well as reduce their severity. This effect will occur if Echinacea is given immediately when symptoms of the disease appear.
In advertisement number 4 is written "Each Redoxon Triple Action effervescent tablet contains a high dose of 1000 mg of vitamin C which is good for helping to maintain endurance.
Redoxon Triple Action also contains 400iu Vitamin D and 10mg Zinc which synergizes with Vitamin C to help maintain body immunity. Besides its effervescent format is more easily absorbed by the body because it is consumed in liquid form". This advertisement also tries to get consumers to focus on the causes and medicines that must be consumed. Here, the advertisement shows that the product contains vitamin C, D, and Zinc. (Friends of Anlene, to stay active in your activities, you need the right nutrition to support the health of your muscles. Let's consume two glasses of Anlene Actifit a day with calcium, collagen + vitamin c, and protein to help strengthen your bones, joints, and muscles so that you are free to move, because your every move counts).
In advertisement number 1 is written "Years may change, but the original Indonesian cuisine remains in the heart. Whatever the dishes that Kawan Kuliner serves to your beloved family, #KelezatanAsli will always be there with Bango soy sauce. Made from quality Mallika

Journal of Pragmatics Research
Vol. 3, No. 2 (2021), pp.108-130 E-ISSN: 2656-8020 Website: http://e-journal.iainsalatiga.ac.id/index.php/jopr/index 119 black soybeans and uses natural ingredients such as sugar, salt, and water. Produces a more delicious taste of food". It also shows that this advertisement tries to persuade consumers to focus on the quality of ingredients (Mallika black soybeans and natural ingredients) that can be consumed by consumers.
In advertisement number 2 is written "Taste Classy Quality Coffee! With selected ingredients and original coffee beans, Authentic Arabica Luwak Coffee is here to provide you with the best Arabica coffee experience. The combination of delicacy and delicacy is packaged exclusively. The authentic impression looks distinctive and classy. It also shows that this advertisement tries to persuade consumers to focus on the quality of ingredients (ingredients and original coffee beans) that can be consumed by consumers.
In advertisement number 3 is written "Kapal Api Coffee comes from 100% special quality coffee beans that are processed with high standards and technology to produce a special aroma and taste that can boost your spirits. Friends of Coffee, how excited are you to face today's activities?". It also shows that this advertisement tries to persuade consumers to focus on the quality of ingredients (coffee beans) that can be consumed by consumers. This advertisement also shows the process with high standards and technology in producing the special aroma and taste of the product to be consumed.
In advertisement number 4 is written "Who here really likes Fried Noodle Flavor Lemonilo Instant Noodles? Besides being made without 3P, Lemonilo Instant Noodles are also made without the frying process (but are baked), so that the cooking water is clear. Oh yes, Lemonizen.
Don't forget to always read the nutritional content that is on the back of the food or beverage packaging that you are going to buy. This is so that you are more aware of what ingredients enter your body". It also shows that this advertisement tries to persuade consumers to focus on the quality of technology of the product (without the frying process (but are baked), so the cooking water is clear) that can be consumed by consumers.
In advertisement number 5, is written "Drink Mizone Lychee Lemon first to keep your spirits up! The content of vitamins B3, B6 & B12 can help you to restore your energy and enthusiasm!". It shows that this advertisement tries to persuade consumers to focus on the ingredients in it and its benefits. Here, the advertisement shows that Vitamin B plays an

Journal of Pragmatics Research
Vol. 3, No. 2 (2021), pp.108-130 E-ISSN: 2656-8020 Website: http://e-journal.iainsalatiga.ac.id/index.php/jopr/index 120 important role in the body. This substance can help growth, development, and other body functions. Vitamin B3 can keep the nervous system working properly, maintain healthy skin, and convert food into energy. Vitamin B6 also plays a role in converting protein and carbohydrates from food into energy. Vitamin B12 has benefits for increasing the production of red blood cells, as well as brain and nervous system function. It also plays a role in protein and fat metabolism.
In advertisement number 6, Sariwangi is proud to present Sari Wangi Black Tea, Ginger, and Turmeric. Tea contains the goodness of 3 natural ingredients that can help you maintain a healthy body. The warm aroma and delicious taste are certainly right to accompany you in this rainy season. It shows that this advertisement tries to persuade consumers to focus on the ingredients in it and its benefits. Here, the advertisement shows that Black tea is useful for increasing the growth of good bacteria in the intestines so that it can maintain the health of the digestive tract. Ginger contains properties to help maintain endurance and helps reduce blood viscosity, lowers high blood pressure and high cholesterol, and helps to feel full longer. Turmeric is efficacious for maintaining a healthy digestive tract.
In advertisement number 7 is written "Energy breakfast mothers are important to support busy children's activities, from sports to learning. Therefore, complete the breakfast with a glass of MILO energy every day! A unique combination of malt, milk, and chocolate enriched with 6 vitamins and 3 minerals, help support her to stay healthy and active every day!". It shows that this advertisement tries to persuade consumers to focus on the ingredients in it and its benefits.
The advertisement shows that the product is made from malt, milk, and chocolate with 6 vitamins and 3 minerals. A glass of product consists of Protomalt, Vitamins, and Minerals. So, MILO is high in Calcium, Phosphorus, Iron, also high in Vitamins B2, B3, B6, B12, C, and D.
In advertisement 8 is written "Friends of Anlene, to stay active in your activities, you need In advertisement 5 is written "Imagine that every day your body is given nutritious food like Energen! The nutritional content in Energen which is equipped with Vitamin C to maintain endurance and Extra Vitamin E and B Complex which provide extra energy makes Energen good to drink to complete the foundation of the morning". It shows that this advertisement tries to persuade consumers to focus on the ingredients in it and its benefits. The advertisement shows that the product is made from Vitamin C, Vitamin E, and B complex. guaranteed to be clean and free from germs & viruses!". It also shows that this advertisement tries to persuade consumers to focus on the ingredients in it and its uses. Here, the advertisement shows that Hydrogen Peroxide and Benzalkonium Chloride is a compound found in many household products. These are generally contained in antiseptic products and concentrations of the active ingredient suitable for disinfection which can inhibit the growth of microorganisms, and even kill germs.
In advertisement number 2 is written "Pepsodent Complete 8, with a Zinc Mineral formula that can clean 99% of bad bacteria that hide in the entire mouth area. Just 1 toothpaste can give you and your family 8 benefits while protecting your best smile for up to 18 HOURS! Pepsodent Complete 8 is ready to provide #Covering protection for your smile and your family". It also shows that this advertisement tries to persuade consumers to focus on the ingredients in it and its uses. Here, the advertisement shows that the product contains zinc for gum health, freshens breath, protects against dental plaque for up to 18 hours * and fights bacterial coating, and is known as an antibacterial agent.
In advertisement number 3 is written "Apart from keeping your little one's body clean during and after bathing with Zwitsal, make sure you give him extra protection with other Zwitsal products. Like keeping your little one's clothes, it is also very important to do. Let's use Zwitsal Baby Fabric Detergent and Zwitsal Baby Fabric Softener with a distinctive Zwitsal aroma. These cleaners and fabric softeners contain Green Tea and Aloe Vera, so these two products make your little one's clothes soft, fragrant, and comfortable to wear". It also shows that this advertisement tries to persuade consumers to focus on the ingredients in it and its uses. Here, the advertisement shows that the product contains Green Tea and Aloe Vera. Vol. 3, No. 2 (2021), pp.108-130 E-ISSN: 2656-8020 Website: http://e-journal.iainsalatiga.ac.id/index.php/jopr/index In advertisement 2 is written "Sakura White Waterglow with hyaluronic and cherry blossom extracts picked from Japan. Before using the mask, make sure your face is clean, then apply the Sakura White Waterglow Mask for 15 minutes and hello naturally glowing skin!". It shows that this advertisement tries to persuade consumers to focus on the ingredients in it and its uses. Here, the advertisement shows that the product contains hyaluronic and cherry blossom extracts. It also shows that the advertisement shows the way to use the mask to the consumers for getting glowing skin naturally by using the product.

Journal of Pragmatics Research
In advertisement 3 is written "NIVEA Sensational White Lotion Radiant Rose, which is enriched with Licorice Extract & Argan Oil in an Oil-in-Lotion formula that is easily absorbed by the skin and leaves the skin smooth and moisturized for 48 hours. The fragrance of the rose is elegant, soft and soothing". It shows that this advertisement tries to persuade consumers to focus on the ingredients in it and its uses. Here, the advertisement shows that the product contains Licorice Extract & Argan Oil for smoothing and moisturizing skin for 2 days.
In advertisement 4 is written "Strawberry is high in vitamin B3 and antioxidants so that it can strengthen the skin and also brighten the skin up to 2x. Besides, Vaseline Body Yogurt is also enriched with prebiotics and also Vaseline Jelly. Both are combined to strengthen defense and also improve skin moisture". It shows that this advertisement tries to persuade consumers to focus on the ingredients in it and its uses. Here, the advertisement shows that the product contains vitamin B3 and antioxidants from strawberry, prebiotics, and petroleum jelly for strengthening, brightening, and moisturizing skin.

DISCUSSION
There is some previous study that has been published that is related to persuasive strategies.
First, a study was written by (Alfian et al., 2019). This analysis aimed to identify the Persuasion Techniques used by Dr. Zakir Naik in his Oxford Union Speech on Islam and the 21st Century.
There are 10 data indicated as a rationalization technique, 2 data indicated as identification, 8 data indicated as a suggestion,4 data indicated as conformity, 1 indicated as compensation, 16 indicated as projection, and 15 indicated as displacement. The outcome of this analysis shows forms of persuasive strategies in expression. In Dr. Zakir Naik's voice, the ways of persuasive

Journal of Pragmatics Research
Vol . 3, No. 2 (2021), pp.108-130 E-ISSN: 2656-8020 Website: http://e-journal.iainsalatiga.ac.id/index.php/jopr/index 125 strategies are applied as an appeal to emotion, 9 as facts, 7 as a personal character. Second, a study was written by (Wijaya & Tedjaatmadja, 2017). This research was to define the persuasive strategies used by X insurance agents in the prospecting of clients and to expose the discrepancies and similarities between persuasive strategies used by an insurance agent in the prospecting of clients of the same age and older clients. The study shows that the age of consumers does not necessarily change the way insurance brokers look at their customers. Third, a study was written by (Firmansyah & Kuntjara, 2016). This research is to find out the kinds of persuasion techniques that were used in the infomercial of the Agung Sedayu Party. The study shows that using empathy to reassure 1611 is the most dominant convincing technique used by the hosts (31.8 %). In comparison, the most dominant convincing tactic used by the delegate team is to boost credibility (22.3 %).
The purpose of the persuasion strategies in this research is different from the previous studies. For example, in the first study, the persuasive strategy focuses on identification, suggestion, conformity, compensation, projection, and displacement. In the second study, the persuasive strategy focuses on prospecting and exposing the discrepancies and similarities between persuasive strategies for both two parties. In the third study, the persuasive strategy focuses on convincing the delegate team. This research uses persuasive rationalization strategy in these advertisements: 1) to persuade consumers to focus on the quality and technology of the product used, 2) to persuade consumers to focus on the ingredients in the medicine and its uses, also tries to get consumers to focus on the causes and drugs that must be consumed, 3) to persuade consumers to focus on the high standards and technology to produce the product and quality of ingredients of the products that can be consumed, 4) to persuade consumers to focus on the ingredients in it and its benefits to be used, and 5). to persuade consumers to focus on the ingredients in it and its benefits to be used. Those advertisements are expected to be a differentiator from other similar products.
In Instagram Captions' found in the selected brands' product, it is found the persuasive strategy in posting their captions such as persuasive strategy used in "Mineral Water" products, "Medicine" products, "Food and Drink" products, "Household" products, and "Beauty and Skin Care" products. In the "Mineral Water" product, the persuasive strategy found in Instagram

Journal of Pragmatics Research
Vol. 3, No. 2 (2021), pp.108-130 E-ISSN: 2656-8020 Website: http://e-journal.iainsalatiga.ac.id/index.php/jopr/index 126 captions from "sehataqua , le_mineraleid , nestlepurelife_id , pristine8.id , and amidisindonesia . The persuasive rationalization strategy in these advertisements tries to persuade consumers to focus on the quality and technology of the product used. In the "Medicine" product, the persuasive strategy is found in Instagram captions from "antangin_id , panadolid , tolak_angin , redoxonid . The persuasive rationalization strategy in these advertisements tries to persuade consumers to focus on the ingredients in the medicine and its uses, also tries to get consumers to focus on the causes and drugs that must be consumed. In "Food and Drink" product, the persuasive strategy found in Instagram captions from bangowarisankuliner , kopiluwakofficial , kapalapi_id , lemonilo , mizone , sariwangi_id , miloindonesia , and anlene_indonesia . The persuasive rationalization strategy in these advertisements tries to persuade consumers to focus on the high standards and technology to produce the product and quality of ingredients of the products that can be consumed. In "Household" products, the persuasive strategy is found in Instagram captions from "rinso , tanyapepsodent , zwitsal_id . The persuasive rationalization strategy in these advertisements tries to persuade consumers to focus on the ingredients in it and its benefits to be used. In "Beauty and Skin Care" products, the persuasive strategy found in Instagram captions from "pondsindonesia , garnierindonesia , nivea_id , and vaselineid ". The persuasive rationalization strategy in these advertisements tries to persuade consumers to focus on the ingredients in it and its benefits to be used.
Those products' advertisements are offered in the form of goods. Advertising is a communication made by someone to provide attractive information and offers so that the public will feel interested and motivated to use the products offered. Those advertisements use language and words that persuade someone to be motivated or interested in using the products and services that have been offered. Advertising is often associated with persuasive communication because advertising aims to invite, encourage, influence. A persuasive speech act is a communication that is carried out to influence, change behavior, attitudes, and thinking patterns. This communication is also used in business matters as a way of providing an offer from a seller to his consumer.
Those advertisements use rationalization in their persuasion strategy. In rational, the advertiser uses persuasive sentences that make sense about the product being offered.

Journal of Pragmatics Research
Vol. 3, No. 2 (2021), pp.108-130 E-ISSN: 2656-8020 Website: http://e-journal.iainsalatiga.ac.id/index.php/jopr/index 127 Rationalization in persuasion will work best if the advertiser knows the consumers' needs and wants, as well as their attitudes and beliefs. The characteristic that stands out in this technique is the involvement of reason or deep thought. Rationalization here means to make a sense. This focuses on what the advertiser is saying or writing. In this strategy, the advertiser needs statements that logic that can be accepted by the consumers. Rationalization also shows something by giving some logical statement or reason that can be accepted by logic.
This persuasive sentence is widely used in types of public service advertisements that aim to invite and influence readers to act according to what we expect through the ad text sentence.
The persuasive language contains messages to generate rational appeal so that it gets the attention of consumers and is based on factual. It is associated with high involvement decision making, namely the recipient of the message is motivated to be able to process information that displays the benefits of the product and the benefits of the product as well as presenting reasonable arguments, including factual.
Rationalization is a strategy of using the basic mind to have a reason. This approach has been used by some claims to make the customer feel confident with the product. The advertiser needs to know what the expectations, preferences, wishes, and behaviors, and values of the consumer are. The advertising will explain the product's efficiency by learning certain things.
Rationalization aims to show the truth of the benefits of a product to attract consumers so that potential consumers will choose the product. Rational as a persuasion technique can be limited as a process of using reason to justify a problem, where the basis or reason is not a direct cause of the problem. In rationalization, the advertiser uses persuasive sentences that make sense about the product being offered.

CONCLUSION
The content of the message in the advertisement must emphasize facts and logical persuasion. Rational also tends to be informative and rational in their advertising, in general, to try to convince consumers that the product has special benefits that satisfy consumers. From the findings and discussion in this research, it is found that the persuasive strategy used in "Mineral Water", "Medicine", "Food and Drink", "Household", and "Beauty and Skin Care" products.
In "Medicine" products, they focus on the ingredients in the medicine and its uses, also on the causes and drugs that must be consumed. For "Food and Drink" products, they persuade consumers to see the high standards and technology to produce the product and quality of ingredients. In "Household" products, the ads persuade consumers by emphasizing the ingredients and their benefits. A similar focus is also identified in the ads of "Beauty and Skin Care" products.
Sometimes the advertising language used is unreasonable or does not use the correct Indonesian language. Advertising language should be persuasive and rational and always try to arouse emotions in the reader or listener. The goal is that those who become the target of the advertisement (consumers) do something or act following the ad's mandate. Therefore, in the language of advertising, the words used are in the form of seduction, suggestion, or invitation that can arouse curiosity. The product packaging is made attractive and placed appropriately, undoubtedly the advertisement will succeed in influencing readers or listeners.