26 flexible enough to capture the complexity, subtlety, and constantly changing
situation which is the human experience, as expressed in stories”. In the same paradigm, Lincoln and Guba 1985
: 76 say,” human-as-an-instrument in the research is to underline the very unique role played by qualitative research in their
inquiries”. In addition, Merriam 1998: 7 reveals that there are several aspects which differentiate the human instrument from other instruments by saying that,
“the researcher is responsive to the context; he or she can adapt techniques to the circumstances; the total context can be considered; what is known about the
situation can be expanded through sensitivity to non- verbal aspects”. As a final
point, the researcher as human instrument involves significantly to collect the data needed for his own research because it captured the complexity of his point of
views.
2. The Advertisement Script as Document
According to Ary, Jacobs, and Razavieh 2002, the analyzed materials can be in the form of public records, textbooks, letters, films, tapes, and many
more especially in content analysis. In this research, the document is in the form of transcript of 9 You C 1000 advertisements. The researcher transcribed the
recorded You C 1000 advertisements from youtube.com to be analyzed. Those transcripts belonged to the research instruments because they were used to answer
the research questions.
E. Data Analysis Technique
The researcher prepared two types of tables to categorize the language style and persuasion techniques of You C 1000 advertisements. The researcher
27 made twenty tables like the first type and divided them into ten tables of lexical
features and ten tables of syntactic features. Those ten lexical features were hyperbole, neologism, weasel word, familiar language, simple vocabulary,
repetition, euphemism, humor, glamorization, and potency. The other 10 features included in syntactic features were short sentence, long noun phrase, ambiguity,
use of imperative, simple and colloquial language, present tense, syntactic parallelism, association, ellipsis, and incomplete sentence. Those features were
based on the theory proposed by Grey 2008 about the linguistic features of advertisements as shown in Table 3.1 below.
Table 3.1 The Hyperbole of Miss Universe’s Version of You C 1000
Advertisements No
Video Hyperbole
1 Natalie Glebova
‟s Version
More work less time
2 Zuleyka Rivera
‟s Version
Stay healthy and fresh
3 Dayana Mendoza
‟s Version
- 4
Stefania Fernandez
‟s Version -
5 Ximena Navarette
‟s Version
More important 6
Leila Lopes
‟ Version
More work less time
7 Olivia Culpo
‟s Version
Stay healthy and fresh
8 Gabriela Isler
‟s Version -
9 Paulina Vega, Dayana Mendoza, and
Olivia Culpo ‟s Version
-
The second question which was related to the use of persuasion techniques was answered by making checklist. The checklist of You C 1000
