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e. Argumentation
Scholes Comley 1985: 12 argue that argumentation is different from persuasion by being more rational. Subsequently, they 1985: 12 also say that
persuation is aimed at clarifying a topic rather than at moving a reader. Its function is to make the reader see things in a particular way rather than to make
the reader do something. The basic structure of 1 a thesis to be argued, and 2 the evidence to support the thesis and certain very specific ways of reasoning from
evidence – especially the logic of cause and effect – is at the heart of all research in the humanities, the social studies, and the sciences.
B. Theoretical Framework
In order to conduct a systematic study, the researcher organized this theoretical framework to explain the procedures in accomplishing this research. In
this section, the researcher synthesizes all the related theories to be the grounds in analyzing and discussing the data. Based on some definitions about
communication and advertising, the researcher could conclude that an advertisement is a form of communication to persuade people to do something or
to inform people about something. It is strengthened by Goddard 2002: 5 who calls advertising as the act of communication. In this research, the researcher
employed print advertising taken from The Jakarta Post newspapers. Newspaper is included in print media where the print advertising is usually placed. Print
advertising in the newspapers contains written texts. These texts, then, were what the researcher would analyze.
26 Arens 2006: 417 mentions the key format elements in print advertising
are the visuals, headlines, subhead, body copy, slogans, seals, logos, and signatures. Therefore, the texts in each advertisement will be broken down into
elements that there will be groups of headlines, subheads, body copy, slogans, etc. Next, the researcher identifies the occurrence of the features in each element. In
identifying the features, the researcher refers to the theories suggested by Arens 2006: 422, Goddard 2002: 24-127, Graydon 2003: 41, and White 1988: 79-
81. Besides that, the researcher identifies the writing style of the texts. After analyzing the language in the advertisement texts, the researcher figures out the
possible reasons of the occurring of the features by reviewing some related references, and contributes some ideas to elaborate the results.
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CHAPTER III METHODOLOGY
In conducting this research, the researcher applied certain methodology. This chapter discusses the systematic process of the methodology that was used in
this research. The discussion includes research method, research subject, research instrument, data gathering technique, data analysis technique, and research
procedure.
A. Research Method
Qualitative research is the method that was used in this research. Leedy Ormrod 2005: 133 state that “qualitative research focuses on phenomena that
occur in natural setting – that is, in the “real world” and involves studying those phenomena in all their complexity.” Among the types of qualitative research, this
research is included in content analysis study. Leedy Ormrod 2005: 142 mention that it typically performed on form of communication, including books,
newspaper, films, televisions, art, music, videotapes of human interactions, and transcripts of conversations.
Advertisements exist in the society as the media to communicate a product, a message or an idea to large group of people. Since
advertisements are addressed to large group of people, they are considered as one of the mass media communication. Advertisements found in the newspapers use
the written language as the tool to communicate their message. The language should be able to persuade the readers to give a response or do something toward
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