Abstract
Lifni Sanders is a beauty vlogger who has an anti-colorism image on her YouTube channel 'Livjunkie'. Therefore, the researcher aims to describe persuasive communication techniques with the concept of Robert W Norton's communication style in the period 2019-2020. This study is a qualitative research and uses the semiotic analysis method of Roland Barthes. The results revealed that Lifni Sanders has communication techniques including: red herring technique, pay off idea technique, cognitive dissonance technique (contradictory), empathy, association technique. Communication style of Lifni Sanders has several communication styles including: dominant style, dramatic style, animation style, impression leaving style, relaxed style, attractive style, open style, understated style
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