Penelitian ini bertujuan untuk mendeskripsikan wacana persuasi yang terdapat dalam bahasa ragam media iklan produk surat kabar harian radar Tarakan. Metode yang digunakan dalam penelitian adalah metode deskriptif kualitatif. Sumber data dalam penelitian ini diperoleh dari wacana tulis yang terdapat dalam media iklan produk surat kabar harian Radar Tarakan edisi Januari 2016, mulai tanggal 1 sampai dengan 31. Data penelitian adalah wacana persuasi dalam bahasa ragam media iklan produk surat kabar harian radar Tarakan edisi Januari 2016 berdasarakan analisis wacana. Data dalam penelitian ini diperoleh dengan teknik baca, simak dan catat, artinya peneliti membaca teks secara keseluruhan dan memahaminya serta pencatatan dengan cermat dan teliti. Berdasarkan hasil penelitian disimpulkan bahwa penggunaan wacana persuasi iklan pada surat kabar harian Radar Tarakan memiliki unsur-unsur yang terpenting di dalam penyusunan iklan, antara lain ada produk yang ditawarkan, adanya sasaran yang jelas, ada penanggung jawab iklan, bahasa yang digunakan harus menarik, ada slogan produk, serta adanya foto yang menunjukkan penampilan produk yang ditawarkan. Jumlah seluruh yang ditemukan dalam penelitian penggunaan wacana persuasi pada bahasa ragam media iklan produk surat kabar harian Radar Tarakan edisi Januari 2016 ini sejumlah 31 data wacana persuasi. Penggunaan wacana persuasi di sana terdiri dari bidang promosi dan wujud penanda persuasi. Penggunaan wacana persuasi yang terbanyak adalah bidang penjualan, yaitu sebanyak 18 data wacana persuasi dan wujud penanda persuasi terdapat 4 data
wujud penanda persuasi.

This study aimed to describe the discourse of persuasion contained in the language of advertising media products range of daily newspapers radar Tarakan. The method used in this research is descriptive qualitative method. Sources of data in this study were obtained from written discourse contained in advertising media products daily newspaper Radar Tarakan January 2016 edition, from March 1 to 31. The data of research is the discourse of persuasion in advertising media products daily newspapers radar Tarakan January 2016 edition on the terms of discourse analysis. The data were obtained by the technique read, see and record, meaning that researchers read the whole text and understand it as well as recording with carefully and thoroughly. Based on the results of the study concluded that the use of the discourse of persuasion ads in daily newspapers Radar Tarakan has the elements most important in the preparation of advertising, among others, there are the products offered, the goals are clear, there is the person in charge of advertising, the language used should be interesting, there slogan products, as well as their photos showing the appearance of the products offered. The total number of those found in research on language use persuasion discourse variety of advertising media products daily newspaper Radar Tarakan January 2016 edition number 31 of data discourse of persuasion. The use of the discourse of persuasion is comprised of markers form the field of promotion and persuasion. The use of the discourse of persuasion that most are in sales, as many as 18 Data discourse markers form of persuasion and persuasion, there are 4 form a data marker persuasion.