Data and Source of Data Technique of Collecting and Analyzing Data

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F. METHOD OF STUDY

1. Data and Source of Data

To do the analysis, I use several data from various sources. Data in this research are divided into two groups, main data and supporting data. a. Main data are taken from the internet. The main data is image that visualized in perfume advertisement which has function as signifiers, such as model’s expression, pose, environment space, color, and gaze. The fragrance perfume advertisements are taken from The Scented Salamander: Perfume and Beauty Blog and Webzine. The website address is http:www.mimifroufrou.comscentedsalamanderperfume_Images _adverts on July 27, 2009, 8.39 pm. They are: Kenzo Jungle with Satya Oblet 1998, Caron Pour un Homme with Patrick Duppond 1998, Tom Ford for Men 2008, and Sean John: I Am King 2008. b. The supporting data are taken from library resources, such as books from any disciplines: cultural studies, advertising, and semiotics. I also use some articles and international journals from the internet related to this topic, such as gender, advertising, and masculinity.

2. Technique of Collecting and Analyzing Data

a. To get the main data, I collect and choose four perfume advertisements from the internet. “The Scented Salamander: Perfume and Beauty Blog and Webzine” as the main source of the data is a specific blog and web magazine which contain various advertisements from various period of time. I choose four advertisements during the period of 1998 and 2008. These four xvii advertisements are chosen because they bring strong masculinity character. I take two advertisements from the period of 1998 Kenzo Jungle and Caron Perfume and another two from the period of 2008 Tom Ford for Men and Sean John “I am King”. The main data in this thesis is the image visualized in these perfume advertisements which have function as signifiers, such as model’s expression, pose, environment space, color, and gaze. I use these different years to identify how masculinity and sexuality in advertisements have been shifted. b. I then print the image in color paper. c. I look at the picture image of the advertisements and collect the signifiers inside the visualization of the advertisement. The signifiers are model’s expression, pose, environment space, color, and gaze. d. I find the relation of the signifiers to the broader context. Here I use the supporting data to complement the main data for answering the research question. e. I start to analyze the main data and connect it to my supporting data.

G. THEORETICAL APPROACH