Theoretical Framework REVIEW OF LITERATURE

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C. Theoretical Framework

This study aims to answer the research problems that have been formulated in the first chapter. This part contains the theories that will be used to analyze the study. The theories which have been explained in the review of related theories will help the writer to solve the problem formulation in this study. Based on the theory above, the theory of bank will give us the knowledge about the circulation of a bank, where the bank gets the money and who comes to a bank. The object of the study is bank advertisements so that the theories about bank are needed to know about a bank. The theories about bank are taken from “Bank dan Lembaga Keuangan Lain ” written by Julius Laumaerissa and translated by the writer. The first research problem is to analyze the language features used in the bank advertisements in The Economist magazine. This research focuses on finding the language features used in the bank advertisements in The Economist magazine. The theory about language features in advertisements taken from some linguistic book written by Verdonk Stylistics, Perrine Sound and Sense, Fromkin Victoria An Introduction to Language and Angela Goddard Language of Advertising. Those theories can help to identify the features of the advertising language of bank advertisements in The Economist magazine. The language features in this study focus on the lexical features and the grammatical features. In the lexical features there are five features will be analyzed. They are proper noun, repetition, synonymy, polysemy and euphemism. The figurative language and the 35 meaning also will be analyzed. The grammatical features which will be analyzed are about the sentence structure, types of sentence and ellipsis. The second problem is about the functions of using the language features in the bank advertisements in The Economist magazine. The theory about the functions of advertisements by Bovee and Arens in Contemporary Advertising and some linguistic book written by Perrine Sound and Sense, Fromkin Victoria An Introduction to Language and Angela Goddard Language of Advertising help to answer the second research problem. The focuses of the second research problem is on the connection between the function of using certain language features in the bank advertisements in The Economist magazine. The theory of language of advertising, stylistic and advertisements are contributory to present the findings in a define form and finally lead to the conclusion. 36

CHAPTER III METHODOLOGY

This chapter provides the methodology that is used in doing this research of the study. There are three parts which explained the way this study will be researched such as object of the study, approach of the study, and method of the study. Those things will be explained as follow:

A. Object of the Study

This research deals with the use of language features in the advertisements. The data collected are taken from The Economist magazine and focused about bank advertisement. In the analysis of the advertisement, the main focus of language features in the advertisements is on the lexical features and grammatical features. Therefore the object of the study must be advertisements, and focused in bank advertisements. There are some bank advertisements which use The Economist magazine as their promotions to advertise about the service and bank‟s product. Bank advertisements are chosen because there are a few bank advertisements in The Economist magazine and those bank advertisements are more attractive than other advertisement products and services viewed from its language style and pictures layout. There are 15 bank advertisements collected in The Economist magazine from January 2014 until January 2016 analyzed in this study. Here are the lists of the Bank Advertisements: