29 to analyze this phenomenon. In addition, Leedy Ormrod 2005: 133 say that
“qualitative research approaches involve studying the phenomenon in all its complexity.” Therefore, the researcher also discussed the possible reasons why
the phenomenon exists in the society. The research is a descriptive research. Bungin 2007: 68-69 explains that
descriptive study involved an in-depth exploration of the object being studied. This research presented the analysis and description of the advertising language as
the language phenomenon that exists in the society. This research is a descriptive research because it is an in-depth study of the advertising language in The Jakarta
Post newspapers. In conducting the research, the researcher also applied library
study. Library study is included in the secondary research. Library study is based on the secondary sources, especially other researchers’ books and articles. The
researcher required some theories and references from other researchers and experts to analyze and describe the data.
B. Research Subjects
The Jakarta Post newspapers issued on April 11, 2010 - April 17, 2010
were the research subjects. As it has been mentioned in the previous chapter, the subjects in this research were the 2 columns x 100 mm advertisements that were
placed in advertising pages named Clads. This research focused on the English language that was used in the advertisements. Advertisement is designed to
promote a product, a service or an idea. It gives images and descriptions about them. Bogdan Biklen 2003: 129 mention that “advertisements are included in
30 the popular culture documents that have been studied in two ways: first, as a text
where the transcripts of the show, lyrics and films are treated as field notes; and second, as part of studies where the interpretations of the viewers are a central part
of the project.”
C. Research Instruments
The researcher was considered as the research instrument of this research. It was supported by Merriam 2005: 5 who explains that “a second characteristic
of all forms of qualitative research is that the researcher is the primary instrument for the collection and data analysis. Since understanding is the goal of this
research, the human instrument, which is able to immediately responsive and adaptive, would seem to be the ideal means of collecting and analyzing data.”
Leedy and Ormrod 2005: 133 also mention about human instrument. They mention that “qualitative researchers believe that the researcher’s ability to
interpret and make sense of what he or she sees is critical for understanding any social phenomenon.” They also say that “in this sense, the researcher is an
instrument in much the same way that a sociogram, rating scale, or intelligence test is an instrument.” The researcher collected the advertisements using his
senses and ability to collect the data. The researcher would use her eyes, ears and hands to differentiate, select, and collect the ads.
Merriam 2009: 86 says collecting data could be done through interviews, observation and documents. The advertisements taken from The Jakarta Post
newspaper were the documents considered as the instruments to this research. The
31 advertisements provided the source of English language which would be observed
and analyzed. In the next step, these documents then became the data being analyzed and discussed.
D. Data Gathering Technique
