Biore Shiseido Object of the Study
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After collecting the pharses or sentences that contain ambiguity, the researcher starts the analysis by analyzing the lexical ambiguity and its multiple
meanings. Lexical ambiguity is the type of ambiguity that deals with a word that has more than one meaning Fromkin, 2003: 180.
The next step is analyzing the interpretations of the reader from the questionnaire. In the questionnaire, the researcher puts all phrases and sentences
from the advertisements. Then, the readers have to choose whether the phrases or sentences is ambiguous by put a thick
√. There is also a space where the readers have to write down the ambiguous words and the reasons of why it is
ambiguous. By giving the readers requirements to write down the ambiguous words and the reasons, it is easier to gather the data of the ambiguous word
from the readers’ point of view and also their interpretation. In doing the analysis of the questionnaire, the researcher uses the result
of the analysis of the first problem formulation. Then, researcher compares the analysis of the first problem formulation and the result of the questionnaire. Then,
by using the theory of pragmatics, the researcher tries to find out the interpretation of the readers.
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