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CHAPTER III METHODOLOGY
This chapter discuss about the methodology that will be used in doing the research. The way the research is done, such as object of the study, approach of the
study, method of the study, and research procedure will be explained. Those things will be explained as follow.
A. Object of the Study
This research deals with the application of language styles and the effect of its persuasive effect of Coca-Cola slogans as seen in Coca-
Cola‟s advertisements. Therefore, the object of the study must be Coca-
Cola‟s advertisements. Coca-Cola is produced by The Coca-Cola Company of Atlanta, Georgia, and is often referred as
Coke. It was originally intended as a patent medicine when John Pemberton invented it in the late 19th century. Then, a businessman named Asa Griggs Candler, bought
Coca-Cola and made a marketing tactics which led Coke to its dominance of the soft- drink market‟s world along the 20th century. Throughout the years, the slogans used
to advertise Coca-Cola have reflected not only the brand, but also the times. Slogans provide a simple and direct way to communicate about Coca-Cola. According to
Coca-C ola‟s official homepage, during 1886-2009 Coca-Cola had published 47
slogans http:www.coca-colacompany.comstoriescoke-lore-slogans.
There are 12 Coca- Cola‟s slogans that were analyzed. Here is the list of the
slogans: 1. The Great National Drink at the Great National Game 1907
2. Quality Tells the Difference 1919 3. Thirst Knows no Time nor Season 1922
4. The Pause that Refreshes 1929 5. Ice Cold Sunshine 1932
6. Where There‟s Coke, There‟s Hospitality 1948
7. The Cold Crisp Taste of Coke 1958 8. Things Go Better with Coke 1963
9. Coke Adds Life 1976 10.
You Can‟t Beat the Feeling 1987 11. Always Coca-Cola 1990
12. Open Happiness 2009 They are taken from 125 Years Booklet of The Coca-Cola Company. The e-
booklet was taken from the official website of The Coca-Cola Company. The 12 out of 40 advertisements appeared on the booklet are chosen as data because they are
considered relevant to the study, containing written texts in form of slogans. The style of language employed in the advertisements will be found by using the help of the
linguistic features applied in the slogans. Meanwhile, the advertisements presented in the analysis Chapter IV are not in the real size and are not printed in colors. The
pictures of advertisements are adjusted for the sake of convenience. For the real size of advertisements with colors, see the appendices.
B. Approach of the Study
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