This study aims to describe the forms of perlocutionary effects
and language strategies in Indonesian-language commercial
advertisements on Facebook and TikTok. This study employs
a qualitative descriptive method with a pragmatic approach.
Data were collected through observation and note-taking on
commercial advertisements across the categories of beauty
products, food and beverages, financial services, fashion, and
digital entertainment during the period of January–March
2025. The results indicate that in beauty and nutrition
product advertisements, perlocutionary effects manifest as
cognitive beliefs; in financial services advertisements, as
perceptions of affordability; in fashion advertisements, as
self-identification;
and
in
digital
entertainment
advertisements, as emotional engagement. The primary
strategies identified include the use of numerical data claims
to
build credibility, life-scenario narratives for self
identification, and directive operational instructions to
encourage immediate action. Interactive characteristics of
social media, such as the comment response format on
TikTok, were found to amplify perlocutionary power by
creating the illusion of personal communication—a condition
where the audience feels directly and individually addressed
by the advertiser, even though the message is simultaneously
directed at millions of users. Digital context and human
presenter engagement emerged as the primary determinants
of message effectiveness. This research confirms that
advertising language on social media functions as a strategic
instrument capable of directing the audience’s perceptions
and economic behavior through psychological and linguistic
manipulation integrated with platform features.
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