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Those are the top 10 cosmetic brands based on the article in Forbes Magazine in 2012. Those are the brands with the highest income in 2012. As the
10 of most best-selling products in 2012, the advertisements of those brands are widely known by people around the world.
The numbers of the cosmetic advertisements which are twenty advertisements are chosen in order to be able to represent the cosmetic
advertisements in general. There are two advertisements of each product which will be analyzed in this study.
B. Approach of the Study
The linguistic phenomenon analyzed in this study is lexical ambiguity. Therefore, one of approaches used in this study is Semantics. Semantics deals
with the linguistic meaning of morphemes, words, phrases, and sentences Fromkin, 2003: 173.
The semantics approach is applied because it has ambiguity as one of topics which is discussed. Then, it is also used in order to find out the ambiguity
of the cosmetic advertisements. Besides the semantics approach, this study also applies pragmatic
approach. This approach is used in order to help the researcher to find the interpretation of the readers towrad the ambiguity found in the cosmetic
advertisements. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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C. Method of the Study
This part explains the method of the data collection and data analysis that are used in the study.
1. Data Collection
There are twenty advertisements of ten brands which are used as the object of the study. Therefore, there are two advertisements for each brand. In
collecting the data, the researcher takes the advertisements from the official website or social media account twitter of the cosmetic brand. The offical
website and social media account of each cosmetic brand are mention on the table below.
Table 1. The Source of the Data
No Brand
Source website or social media account 1.
Olay http:www.olay.comen-us
http:www.olay.co.uken-gb 2.
Avon https:www.avon.com
3. L’Oreal
http:www.lorealparisusa.comenbrandsskin- carerevitalift.aspx
http:www.lorealparisusa.com
4. Neutrogena
https:twitter.comNeutrogenamedia 5.
Nivea https:twitter.comNIVEAUSAmedia
6. Lancome
http:www.lancome-usa.com 7.
Dove http:www.dove.comukhome.html
8. Estee Lauder
http:www.esteelauder.commakeupfoundation http:www.esteelauder.comskincareanti-wrinkle
9. Biore
https:twitter.combioreusmedia 10.
Shiseido https:twitter.comShiseidoUSAmedia
http:www.shiseido.com
Then, in order to collect the data of the readers’ interpretation, the researcher distributes 30 questionnaires. The readers who are also the subject of
the study are 30 students of English Letters Department. The subjects’ PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
