magazines, newspaper, and so on including literary material. From the literature we will find some theories,
norm, principles, opinion, and arguments etc, which can be used to analyze and overcome the problem indeed.
3.2 Data and Data Source
The data of this analysis are words and sentences. The data sources of this analysis were taken randomly from some English Magazines such as New York
Times September 2006, Men’s Health October 2006, People May 2007, and Her World Magazine September 2008. There are 20 data of magazine
advertisements that analyzed from those magazines. Then they are classified into some types of the products such as, Food and Beverage four text, Fashion four
text, Health and Beauty six text, Automobile three text, and Electronic Tools three text.
The data will be taken by using purposive sampling; it means that the writer chooses the sample of the analysis based on certain consideration or
purpose as stated by Bunging 2005:115: “Teknik sampling ini digunakan pada penelitian- penelitian yang lebih mengutamakan tujuan penelitian daripada sifat
populasi dalam menentukan sample penelitian.Sampling technique is used in the researches which is aimed for the purpose of research than characteristics of
population in determining the sample of research.
3.3 Data Collecting Method
In collecting the data, the writer applies written method. In written method, the writer has to find and write the entire indicators which are containing
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figurative language in the language advertisements. The collected data are clarified by classifying them into figurative language. Sudaryanto 1993: 135
states, “Data yang sudah ditranskripsi tersebut diklarifikasikan menurut aspek- aspek yang menjadi sarana pendukung keutuhan wacana.” The transcript data
then classified into aspects that would be supported means to complete the discourse.
3.4 Method of Analysis
In analyzing the data, the writer applies qualitative descriptive strategy. Bungin 2001: 290 states that: “Penggunaan strategi deskriptif kualitatif dimulai
dari analisis berbagai data yang terhimpun dari suatu penelitian, kemudian bergerak ke arah pembentukan kesimpulan kategoris atau ciri- ciri tertentu. The
using descriptive qualitative strategy started from analysis some of collecting data from research, and then continues to form the conclusion of characteristics.
The writer analyzes the data by making description about each advertisement. The systematic procedures in conducting the analysis are as
follows:
Collecting the data from some English Magazines
Collecting the data from the magazines
Reading the chosen advertisements
Identifying and underlining the words and sentences which belongs to figurative language
Classifying the type of the product
Categorizing the words and sentences according to the kinds of
figurative language by finding out the literal meaning of the words firstly.
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CHAPTER IV DATA ANALYSIS
4. 1 Introduction
Diction may be defined simply as the choice of words and good diction enables us to say exactly what we want to say. Diction means choice of words to
express ideas. S we know, many words have different meaning. It is caused by semantics changes and also by the types of meaning. Thus, diction plays an
important role not only in speaking, but also in writing. In this case the advertisers should be able to choose the appropriate words and selecting the words using in
the advertisements. In analyzing the data, the writer applies library research by collecting some information from the books that are related to the topic diction.
The writer takes the data from the advertisements. The function of the advertisements can be viewed in two basic ways: as tool of marketing and as a
means of communication. As a tool of marketing means that businessmen tend to advertise their product by advertising. Advertisements also means as a
communication between the businessmen and the consumers in conveying the purpose of the businessmen, which is to buy the product.
One of the available media of advertises the product is in magazine. It is not difficult to get magazines for nowadays. There are so many magazines that we
can find that we can find many advertisements there. Most of the advertisements in magazine use figurative language such as hyperbole, metaphor, simile,
personification, metonymy, and so on and they have connotative meaning.
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Sometimes the figurative language is used explicitly, which enables us to identify it easily.
Now we will start to analyze the diction used in advertisements in some magazine such as Men’s Health Magazine and Time Magazine, People, Her
World Magazine.
4.2 Diction and Kinds of Figurative Language
