The source of the study are the texts in advertisement derived from cosmetic advertisement aired in television and from www.youtube.com. They all male and female
cosmetic products. The source of the data observed and recorded, then transcribed into written data.
Gay 1976:103 states that a good sample is one that is representatives of the population from which it is selected. Owing the large number of the advertisements and
for the efficiency and practically of this study, male and female cosmetic products are advertised on.
3.3 Technique of Data Collection
This research used documentary technique. The data were collected by observing advertisement from January 31
st
– March 1
st
2013 and transferred into written text. Because in analyzing the data using Halliday theory, so it is only the clause that analyzed.
So the phrase will not analyzed furthermore.
3.4 Technique of Data Analysis.
After doing television observation and recording the data related to the object of the research, the data were collected for several period was analyzed as in the following
steps: 1. transcribing the data
2. choosing the clause from the transcribed data. 3. identifying the speech functions of language used
4. identifying the most dominant types of speech function used based on categories statement, question, command, and offer.
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5. calculating the data in percentage based on the following formula Bungin, 2005: 171.
Types of speech function = fx N
x 100
fx = individual frequency one type of speech function N = number of occurance all types of speech function
6. Deriving and interpreting the cause of the most dominant types of the speech function
3.5 Trustworthiness of the Study
Trustworthiness criteria of the study were used by triangulation. There are three different modes of triangulation: sources, method, and theories. In this study, credibility
of the research achieved through: a.
Source Data triangulation, which entails gathering data through the source of male and female advertisement language recorded.
b. Theoretically triangulation, which refers to the use of more than one theoretical
position in interpreting data.
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CHAPTER IV DATA ANALYSIS, RESEARCH FINDINGS AND
DISCUSSION 4.1 Description Data
The data for this study were taken from the advertisement broadcasted on nine television stations. The name of the televisions stations are: Indosiar, MNCTV, Trans
TV, ANTV, Global TV, RCTI, SCTV, Metro TV. Then to complete the data, the writer did television observation in prime time broadcasting started from January 31
st
– March 1
st
2013. The data collected were:
Table 4.1 The Data of Advertisement
No Kinds of Products
Name of Brand Male
Female 1.
Body Foam Men’s Biore Deo Protection
Biore Charming Fresia 2.
Body Lotion Vaseline Man Body Lotion
Vaseline Total Moisture 3.
Deodorant Rexona Adventure
Rexona Deo 4.
Deodorant Rexona Sport Defense
Rexona Skin Light 5.
Facial Foam Men’s Biore Oil Clear
Biore Anti Acne 6.
Facial Foam Men’s Biore White and
Black Biore Soft Scrub
7. Facial Foam
Men’s Biore Energizing Biore Absorbing Clay
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White 8.
Facial Foam Nivea for Men Whitening
Oil Control Nivea Visage Oil Regulating
9. Facial Foam
Nivea for Men Oil Control Nivea Visage Deep Oil Control
10. Shampoo Cear Man
Clear Woman
4.2 The Data Analysis
