CHAPTER III RESEARCH METHODOLOGY
3.1 Research Method
This thesis applies descriptive qualitative method, namely by identifying and analyzing the Theme in advertisements in People Magazine. Hamidi 2004 explains
in his book that qualitative method is a procedure which results a descriptive data. Moleong 2004:3 says that qualitative research is the research that the data collected
consist of words, pictures, and not number, and the background of descriptive research is interpretative paradigm, and does not on result but in the prioritizes the
process of research. In this thesis, this method will be applied by giving the distribution of Theme and Rheme found in the advertisements in People Magazine.
3.2 Data and Data Source
The data is the every clause found 12 selected advertisements in People Magazine. There are found 102 clauses to be analyzed. The source of the data is the
advertisements in People Magazine published in July 8
th
2013. The advertisements selected are : Olay Regenerist, Olay Regenerist Eyelash Duo, Clinique, Aveeno
Active Natural, Banana boat Protect Hydrate, Miracle whip, Gerber Graduates Snacks, A.1. Steak Sauce, Dreyer’s Outshine Fruit Bars, Ore Ida Tater Tots; Bio
True Contact Len, and Ovarian .
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3.3 Data Collecting Method
The method that is used in collecting the data is documentation method since the data source is written source. Nawawi 1991:133 states that documentation
method is a technique of collecting data by categorizing and classifying the written document that has relation with the problem discussed, whether from document or
books, newspaper, magazine, etc.
3.3 Data Analyzing Method
In writing this thesis the writer uses descriptive qualitative method. Miles and Huberman 1992:20 explain that there are four main components in descriptive
qualitative research. Those components can be portrayed as bellows.
Picture 3.1 Components of Data Analysis by Miles and Huberman
The steps of analyzing the data are explained as follows: 1.
Data Collection. First, the data are collected and selected from the advertisements in People
Magazine published in July8
th
2014. There are 18 advertisements found in
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this magazine. The advertisements is reduced so12 advertisements are selected. The advertisements are selected based from the clause contained in
the advertisements. The advertisement must has at least 4 clauses to be analyzed.
2. Data Reduction
Next, the sentences found in data source are divided into clauses. The data used are every single major clause found in selected advertisement.
3. Data Display
In this step, the data will be analyzed in two ways to answer the previous problems in chapter I.
a. First, the every clause is classified and analyzed by applying Halliday’s
theory. It is displayed in a table to make the analysis clear. The explanations of the table are described under the table. Here are some
examples found in the People Magazine:
1. Ideational Themes The Gerber Generation has a firm grasp on nutrition.
The Gerber Generation has a firm grasp on nutrition.
Topical RHEME
THEME
This clause consists of Topical Theme. The clause above begins with the Topical Theme which is realized by the “The Gerber Generation”. It is an
unmarked Theme because it is the name of the product and takes role as the subject of the clause. It is followed by “has a firm grasp on nutrition” which
is the Rheme.
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2. Interpersonal Themes Would
you recognize ovarian cancer?
Interpersonal Topical
RHEME THEME
The clause above consists of Interpersonal Theme, and Topical Theme. The clause begins with the Interpersonal Theme which is the word
‘would”. In this clause, ‘would’ is the finite in interrogative clause. It is followed by the topical Theme pronoun ‘you’. The Rheme is ‘recognize
ovarian cancer?’ which is the rest of the clause.
b. After that, the pattern of Theme Development is determined by applying
Enggins’ theory to find whether the text use Reiteration Pattern, Zig-zag Pattern or Multiple Pattern.
Below is an example of the analysis:
The Gerber Generation has a firm grasp on nutrition. Gerber Graduates Snacks -made with the goodness of whole grains. The
nutrition and feeding experts at Gerber. Gerber have created delicious snacks that aren’t just nutritious but designed specifically to help your
little one develop those essential feeding skills. This text above is analyzed as below:
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Clause 1 T1 The Gerber Generation
Clause 2 T2
R1 has.… nutrition. Gerber Graduates Snacks
Clause 3 T3
R2 -made with … grains The nutrition … Gerber
In this advertisement, the Themes are developed by using Reiteration pattern. The first Theme “The Gerber Generation” is reiterated as the element
of Theme in the Clause 2 “Gerber Graduates Snacks”. The Theme on the Clause 3 “The nutrition and feeding experts at Gerber” is also built from the
preceding Theme. R3 have ... feeding skills.
4. Conclusion
Finally, the conclusions answering the problems of this thesis are derived according to the previous analysis. The suggestions also offered for the
readers using this thesis.
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CHAPTER IV ANALYSIS AND FINDINGS
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