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Chapter III Research method
3.1 Research Approach
In this research, the writer used descriptive qualitative approach. Daymon and Holloway 2002:14 stated “Qualitative research focuses
on words rather than numbers, although occasionally numbers are used to indicate the frequency that a theme is found in transcripts or the
extent to which a form of action occurs”. It means that the qualitative research is describe the data in the form of word it is reasonable for this
research.
3.2 Technique of Data Collection
3.2.1 Source of data
The data of this research were all of the language that Lazeta skin care used for their advertisement which contains the
persuasive language. The data source is the picture some products of Lazeta skin care advertisement on Instagram. The
researcher found all the advertisement of Lazeta skin care from mdglowingskin account on instagram. It is the official account
that give all information about Lazeta skin care start from the clinic that manufacturing this skin care, various product,
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promote their products, etc. The resercher took the caption and picture that they used for promote their product become the main
sources in this research.
3.2.2 Research instrument
The main instrument is the researcher herself as the data collector, conduct and analyze the data based on the theory.
Maleong 2013:168 states that researcher is a planner, analyzer, the data interpreter, the data collector and the reporter of their
research. It means that the researcher is the main tool to conducted this research. The data from this research were
collected by searching on instagram account used mobile phone or laptop.
3.2.3 Data Collection
The researcher used some steps for collecting the data which consist of:
1. Selecting advertisement that contains advertisement mode
based on picture and caption that is used or writing on instagram account Mdglowingskin
2. Taking the data source with screenshot advertisement picture
and caption then saving it in the usb mobile phone.
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3. Classifying the data into two categories of persuasive
technique and three categories modes of persuasion used by Lazeta skin care product.
3.3 Data Analysis
In analyzing the data the researcher uses some steps which consist of:
1. Identifying the kinds of persuasive technique on the picture
and caption writing of Lazeta skin care advertisement on Instagram.
2. Classifying the data and data source based on two persuasion
techniques by Larson. That is intensifying which is decided into three categories such as repetition, association and
composition. Then the downplaying also is decided into three categories such as: omission, diversion and confusion.
3. Describing the picture and caption based on the theory.
4. Analyzing the data and discusses it clearly.
5. Analyzing the modes of persuasion by Aristotle theory.
6. Making a conclusion about the finding of the persuasive
techniques used by Lazeta skin care advertisement in their Instagram account based on Larson classification and the
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modes of persuasion that exist in this advertisement based on Aristotle classification.
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Chapter IV FINDING AND DISCUSSION
This chapter presents the finding that is obtained from the research and the discussion of the result. It includes the kind of persuasive techniques and
the modes of persuasion which are applied by Lazeta skin care products.
4.1
Findings 4.1.1 The persuasive types used in Lazeta skin care advertisement
The researcher uses persuasive techniques by Larson, such as intensification and downplaying technique. Intensification technique consists of
repetition, association and composition. Downplaying technique consists of omission, diversion and confusion. And it will be explained on analysis below:
4.1.1.1
Intensification
In this research, Lazeta skin care uses intensification technique to attract the consumen and then buy the product of Lazeta skin care. To intensify the
brand name and the quality of skin care by Lazeta, there are three categories of intensification in this research, they are repetition, association and composition.
