Method and Techniques of Collecting Data

such as colours, shape, etc. Finally from the several adidas advertisement there are two of adidas advertisements were choosen.

1.5.3 Method and Technique of Analyzing Data

The collected data was analyzed qualitatively based on the theory of Semiotic, from the two advertisements there are some problems to analyzed the verbal and visual signs are used and the meaning and function of the verbal and visual signs used in the data. Then the data is analyzed through by several steps. First the verbal and visual signs of the advertisement are analyzed based on the theory of visual and verbal sign proposed by Dyer 1993. Next, the meaning and function was analyzed based on the relevant theories by Leech 1974. The theory of signs which is elaborated here is the theory proposed by Chandler 2001. Then, the colors aspects were analyzed based on theories by Chapman 2010. This study also uses related semiotic theory to find out the message implied in the advertisement CHAPTER II REVIEW OF LITERATURE, CONCEPT, AND THEORETICAL FRAMEWORK

2.1 Review of literature

There are four undergraduate theses and one international article that reviewed in this section. Those theses and journal were needed to make this writing even better. The first undergraduate theses is written by Putra 2009 entitled “The analysis of the three printed English Clothing Advertisements”. The problem that is discussed in this thesis is the relationship between verbal and visual signs in presenting the messages of clothing advertisements and also message delivered by the advertiser to the readers in each clothing advertisement. The data in this thesis were collected from Action Magazine January-February 2008 and Track magazine January 2008 and March 2008. There were three clothing advertisements selected as the data which are Titanium advertisement, The Realm Wetsuit advertisement, and Billabong advertisement. The collected data were descriptively and qualitatively analyzed by using semiotic theories by Saussure 1974, Leech 1974, and Dyer 1986. The finding of the analysis showed that there were the relationships between verbal and visual signs in conveying messages to the readers. If one of the signs did not exist, it will be difficult to find the messages conveyed by the advertiser. This undergraduate thesis is difference with this writing in term of analyzing. The previous thesis focuses on the relationship between verbal and visual signs in presenting the messages of clothing advertisements and also message