Indonesia Conference Directory

This study aimed to discover (1) the differences between male and female Indonesian celebrities in using language styles in Instagram endorsement. 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 analysed from those celebrities. the data were analysed by Bogdan and Biklen theory.The results of this study were Male Indonesian celebrities tended to use slice of life and hard style, while female celebrities tended to use straightforward and soft sell style in Instagram endorsement.