B. Theoretical Framework
Based on the theoretical description, the researcher wraps up the appropriate theories to accomplish the objectives of this study. There are only
three major theories which are used to answer the formulated research questions. They are the language style of advertisements, the persuasion techniques, and the
power relation. To answer the first research question, related to the use of certain linguistic
features of advertisements, the researcher analyzes the language style of advertising
based on Grey‟s theory 2008. There are two parts of language style in advertisements. The first part is the lexical features that deal with the lexical
items or the use of words. They consist of hyperbole, neologism, weasel word, familiar language, simple vocabulary, repetition, euphemism, humor,
glamorization, and potency. The second part is the syntactic features which deal with the grammatical properties. They consist of short sentence, long
noun phrase, ambiguity, use of imperative, simple and colloquial language, present tense,
syntactic parallelism, association, ellipsis, and incomplete sentence. The researcher analyzes the utterances of Magnum advertisements and
then classifies them to the characteristics of advertisement linguistic features proposed by Grey
2008. The researcher chooses Grey‟s theory 2008 because there is specific description on the characteristics of advertisement language. Different from other
theories of the advertising language, the theory of Grey 2008 provides the classification of the lexical features and the syntactic features.
The second research question which is related to the use of persuasion techniques is answered by identifying each Magnum advertisement based on the
theory of three persuasion techniques proposed by Kleppner 1986. They are pioneering stage, competitive stage, and retentive stage. The researcher uses the
theory of Kleppner 1986 because it has clearer types of persuasion techniques to be used to classify Magnum advertisements. Kleppner 1986 differentiates the
persuasion techniques clearly based on the marketing situation and human characteristics. Therefore, the researcher can clearly categorize Magnum
advertisements into the types of persuasion techniques by using a checklist of persuasion techniques used in Magnum advertisements
based on Kleppner‟s theory 1986.
For the last research question, the researcher uses the theory of power relation proposed by French and Raven 1959. The theory of power relation
shows how the companies build their position upon their consumers. The types of power relation are divided into legitimate power, reward power, referent power,
expert power, and coercive power. Power relation which is suggested by Peirce 1886 directs communication which is built by message senders and message
receivers. It is combined with the power relation theory in leadership issue proposed by French and Raven 1959. The researcher tries to interpret the
utterances of Magnum advertisements and then classifies them into the types of power relation.
27
CHAPTER III RESEARCH METHODOLOGY
This chapter is going to elaborate on the detailed information about the methodology used to accomplish this study. The use of the methodology was
aimed to answer the formulated research questions. There are six sections in this chapter, namely the research method, research setting, research subjects,
instruments and data gathering technique, data analysis technique, and research procedure.
A. Research Method
This research has three questions to be answered. They are 1 What are the linguistic features of Magnum advertisements? 2 What kind of persuasion
technique does Magnum use to advertise the products? and 3 What kind of power relation does Magnum have upon consumers through the advertisements?
To answer those three research questions, the researcher conducted research which was categorized into qualitative research. Brown and Rodgers
2002: 12 state that qualitative research is “research which is based
predominantly on non-numerical data, reveals that it can be subdivided into various different non numerical qualitative research techniques for gathering data,
for example observationsfield notes, case studies, diaries, etc.” This research did not deal with any numerical data because it would focus on the descriptive
research which is defined by Best and Kahn 1989 as a type of research that
Kategori