44 the advertisement was categorized as using metaphor. Based on that data, the
researcher then tried to find out the reason why this advertisement considered as using metaphor in the form of narrative or descriptive analysis. Therefore, all the data
presented in this document analysis research was all in the form of narrative or descriptive texts.
F. Research Procedure
In accomplishing this study, the researcher had done six steps. Those steps were deciding a problem, reviewing related literature, making table of analysis,
deciding data source and identifying the data, interpreting the data, and reporting result.
1. Deciding Problem
In this step, the researcher selected a problem to investigate. Since advertisements had been growing tremendously, she thought that people tended to
buy what “advertisers say” not “what they really need”. Related to this phenomenon, this study wanted to investigate what happened with the language used in
advertisements and the reasons why advertisements could drive people to do exactly as what they said through the words.
2. Reviewing Related Literature
The following step was finding out related literature related to the problem investigated. This step aimed to gain more understanding and insight that would be
used as the grounded theory to answer the research problems. The researcher read
45 some theories which mainly discussed advertisements and the language used and
theories which talked about the methods used to conduct research. The theories were mostly taken from Arens 2006, Bovee 1992, Cohen, Manion, and Morrison
2011, Corbett 1990, Frankel and Warren 2006, Goddard 2002, Leech 1969, and Merriam 2009. As a result, the researcher could understand the reasons why the
advertising language could make people do exactly as what the advertisers wanted; The advertisements were employing rhetorical devices in delivering the messages.
3. Making Table of Analysis
After the researcher read some theories related to the topic investigated, the researcher made a table as the place to put advertisements which employed rhetorical
devices. The table was made before any analysis begun. Specifically, the researcher made the table based on previous study which also used a table to identify rhetorical
devices in advertisements. Actually, the table was very helpful for classifying advertisement headlines based on the rhetorical devices in the magazines See table
3.1. 4.
Deciding Data Source and Identifying Data After making the table of analysis, the researcher looked for data source for
the investigation. This study used ELLE magazines issued in 2014 as the main sources. Specifically, this research only focused on analyzing rhetorical devices used
in full page advertisement headlines. After that, the researcher started to identify advertisement headlines which employed rhetorical devices and put them in the table
which had been made in the previous step.
