1. The researcher as human instrument
Merriam 2002 says that in qualitative research, the researcher becomes the primary instrument for data collection and data analysis. Drake 2006 also
points out the researcher as human instrument when the researcher collects the data using methods, such as interview and observation. In this research, the
researcher collected the data by observing the ten Magnum advertisement videos. Then, the researcher wrote down the transcript of each video and analyzed it.
2. Document
According to Ary, Jacobs, and Razavieh 2002, in qualitative research, especially in content analysis, the analyzed materials can be in the form of public
records, textbooks, letters, films, tapes, and many more. In this research, the document is in the form of transcript of 10 Magnum advertisements. The
researcher transcribed the recorded Magnum advertisements to be analyzed. Those transcripts belonged to the research instruments because they were used to
answer the research questions. This transcript would be useful to obtain the data because it could decrease the missing words which should be analyzed and
increase the validity of the data.
E. Data Analysis Technique
The researcher prepared 20 tables as in Table 3.1 to categorize the language style of Magnum advertisements into 10 lexical features and 10
syntactic features. Those 20 features are hyperbole, neologism, weasel word, familiar language, simple vocabulary, repetition, euphemism, humor,
glamorization, potency, short sentence, long noun phrase, ambiguity, use of imperative, simple and colloquial language, present tense, syntactic parallelism,
association, ellipsis, and incomplete sentence. Those features are based on Grey‟s theory 2008 about the linguistic features of advertisements. There was the
checklist of persuasion techniques of Magnum advertisements as shown in Table 3.2, which was used to answer the second research question, related to the use of
persuasion techniques. The classification of persuasion techniques used in this research is proposed by Kleppner 1986. The last research question was answered
through the researcher‟s interpretation upon the theory of power relation proposed by French and Raven 1959. However, the researcher also provided the checklist
as in Table 3.3.to ease the researcher in categorizing the power relation which appeared in Magnum advertisements.
To keep the trustworthiness of the data analysis, the researcher did a data triangulation. Potter 1996 states that triangulation is a way to strengthen one‟s
argument which can be done by examining that argument through others‟ point of view. In this case, there were two people who helped the researcher in analyzing
the data. They were a lecturer of English Language Education Study Program who was the researcher‟s supervisor and a veteran English teacher of junior high
school. They checked and gave suggestions if they were necessary about the data analysis based on the related theories which were used in this thesis. Then, the
researcher rechecked and revised the data analysis. The revision of the data analysis was done for several times after the researcher asked those two people to
check the data analysis again. This data triangulation process was done more than once to decrease the number of errors.
Table 3.1. The
Feature X
of Magnum Advertisements
Video
Feature X
M. Mini M. Ecuador
