ENGLISH IMPERATIVE MOOD USAGE AND FOLLOWERS’ COMPREHENSION ANALYSIS IN MOCHI CREATIVE’S INSTAGRAM ADVERTISEMENTS

Abstract

This article explores Instagram as a promotional medium and the English Imperative Mood in Mochi Creative advertisements on Instagram. This descriptive qualitative study uses the Purposive Sampling method and uses instruments such as Content Analysis (for the expression and accuracy of the English Imperative Mood used) and interviews with informants and the resource person (owner of Mochi Creative). The results show the use of Instagram because it is one of the well-known social media commonly used by the younger generation, yet more expressive with pictures and videos, especially the trend of short videos and good Instagram feed design. English usage in the advertisements is mainly to target a wider market and to get an international impression for Mochi Creative. The English Imperative Moods used, such as “Just Like & Share This Post Now”, “Book Yours Now”, “Get Your Postcard Design”, “Book Now”, and “Message Us”, are appropriate by using action verbs without writing errors. Mochi Creative's followers could comprehend the advertisements measured by four levels of understanding and the informants could reach the fourth level which meant having full comprehension. For visual persuasion according to Aristotle, Mochi Creative's advertisement has three elements of Ethos (trust), Pathos (interest), and Logos (providing facts).