C. Research Subjects
There were so many versions of Magnum advertisements that people can find from the broadcasting media, such as television and internet. However, the
researcher only chose 10 versions of Magnum advertisements because those 10 advertisements were the most appropriate representatives among other versions of
Magnum advertisements. According to Leedy and Ormrod 2005, purposive sampling is the most appropriate method to select the appropriate sample because
the samples should yield the greatest amount of information about the topic under the research. Those 10 representatives of Magnum advertisements were used as
the purposive samples of this research. Briefly, it could be said that the purpose of selecting those samples was to deeply analyze the major language style,
persuasion technique, and power relation which often appeared in Magnum advertisements. The researcher determined the criterion of selecting those
advertisements. The only criterion was whether there was the presence of spoken English. Those 10 Magnum advertisements were Magnum Mini version, Magnum
Ecuador version, Magnum Infinity version, Magnum Classic version, Magnum Temptation version, Magnum Temptation Hazelnut version, Selecta Magnum
version, Magnum advertisement in 1994, Magnum advertisement in 1993, and Magnum advertisement in 1992.
D. Instruments and Data Gathering Technique
This research involved two instruments. Those are the researcher as human instrument and document.
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