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E. Data Analysis Technique
There were two techniques involved in analyzing data in this study, namely counting and narrative analysis.
1. Counting
This technique is a characteristic of document analysis research which puts emphasis on counting the frequency of several aspects investigated that would be the
research results Frankel Warren, 2006. Thus, the researcher used counting as the technique to analyze how many times each rhetorical device found in one issued
magazine. Moreover, the researcher also used counting to identify the frequency of each rhetorical device could appear in all magazines issued in 2014. For example, the
researcher counted how many times metaphor and alliteration could appear in ELLE magazine issued in January 2014 and then the researcher counted all metaphor and
alliteration features appeared in all ELLE magazines issued from January until December 2014 See appendix 2. After the researcher found all features appeared in
magazines, the researcher could determine which figure that became the most dominant.
2. Narrative Analysis
Narrative analysis is one of discourse analysis techniques that analyzes or interprets the data observed based on personal experiences or observations Cohen,
Manion, Morrison, 2011. The researcher used narrative analysis to find out why certain advertisements could be categorized as using certain types of rhetorical
devices, for example an advertisement employed the words ‘This girl is on fire’ and
44 the advertisement was categorized as using metaphor. Based on that data, the
researcher then tried to find out the reason why this advertisement considered as using metaphor in the form of narrative or descriptive analysis. Therefore, all the data
presented in this document analysis research was all in the form of narrative or descriptive texts.
F. Research Procedure
In accomplishing this study, the researcher had done six steps. Those steps were deciding a problem, reviewing related literature, making table of analysis,
deciding data source and identifying the data, interpreting the data, and reporting result.
1. Deciding Problem
In this step, the researcher selected a problem to investigate. Since advertisements had been growing tremendously, she thought that people tended to
buy what “advertisers say” not “what they really need”. Related to this phenomenon, this study wanted to investigate what happened with the language used in
advertisements and the reasons why advertisements could drive people to do exactly as what they said through the words.
2. Reviewing Related Literature
The following step was finding out related literature related to the problem investigated. This step aimed to gain more understanding and insight that would be
used as the grounded theory to answer the research problems. The researcher read
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