Method of the Study Data and Source of Data Data Analysis Method

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CHAPTER III METHODOLOGY

3.1 Method of the Study

Library research is applied. Library research is applied by consulting with somebooks and dictionary to collect the theories. In this research, the writer is also used qualitative method because the data of this study are delivered in the form of words or sentences. This method is applied by giving descriptions about meanings and what types of meaning that appears in data woman beauty products advertisements. As the states by Miles and Huberman 1992:15 that “Qualitative data are attractive. They are a source of well-grounded, rich descriptions and explanations of processes occurring in local contexts.”

3.2 Data and Source of Data

The main source of the data in this research are words onten advertisements of woman beauty product that have been taken random from Oprah Magazine published in September 2013, October 2013, and November 2013. These magazines are manufactured in U.S.A. The writer would like to analyze these advertisements by using semantic analysis by Leech theory. Universitas Sumatera Utara 28

3.3 Data Analysis Method

Milles and Huberman 1992:20 says the analysis of qualitative break down into some steps,there are collecting data, reducing data, displaying data and drawingverifying conclusion. The writer uses Miles and Huberman methodology to analyze the whole data. The steps are: 1. Collecting Data Data are all words of ten woman beauty product advertisements that had been taken fromOprah Magazine. Collecting data is done by take photos of those advertisement and rewrite words that is used on it.

2. Reducing Data

The writer starts the process by selecting, which data are needed for this study, focusing on data, simplifying, abstracting, and transforming the ‘raw’ data that is appeared in written-up field notes.

3. Displaying Data

The writer displaying organized assembly of information that permits conclusion drawing and action taking. The most frequent form of display for qualitative data has been narrative text. Universitas Sumatera Utara 29

4. DrawingVerifying Conclusion

: The last, the writer makes conclusion by drawing and verification. From the beginning of data collection, the qualitative analyst is beginning to decide what things mean, is noting regularities, patterns, explanations, possible configurations, causal flows, and propositions. This analysis intends to interpret the meaning of the language in the advertisement of the Oprah Magazine based on the reference explanation i.e. symbolword, referentobjectpicture. The writer chooses those products as an object of the analysis which will be analyzed. The focus of this analysis is to analyze the meaning of words and to interpret what the advertisement means in Oprah Magazine. In this case, the writer tries to understand not only what the words mean, but also what the advertiser intends to say. How the language of advertisement catchs consumers is going to analyze by the writer. The writer gives an advertisement as the example of this study Suave PROFESIONAL – New Moroccan Infusion Hair care This advertisement consists of the following parts: The headline sentence: “This amazing for shine” –David Fabi, Stylist. The support sentences: “It feels so light on my hair, I love it” – Kimberlee Van Der Wall, Beauty Blogger. “Moroccan organ oil is all the buzz.” – Susan Trumpbour, Beauty Editor. It makes hair shine as well as the salon brand Moroccanoil. This advertisement consists of two aspects that are verbal aspect and visual aspect. The verbal aspect is explanation about product by using words. The visual Universitas Sumatera Utara 30 aspect is the picture. The picture helps producer to persuade consumer or reader, with shape and attractive color. The writer focuses only to the verbal aspect. The writer will identified type of meaning of this advertisement based on Leech theory. It will be discussed below:

1. Conceptual Meaning

Conceptual is widely assumed to be central factor in linguistic communication. Sometimes it calls dennotative, or meaning based on dictionary. Conceptual meaning are distingushed into two, contrastiveness and structural. • The principle of Contrastiveness From the whole verbal aspect on this advertisement, the writer finds 3 nouns profession which have components to be compared. No Noun Denotative Component Human Expert Direct to the object: hair 1. Stylist A person whose job is cutting and shaping people’s hair. Hornby 2005: 1528 + + + 2. Beauty Blogger A personal record that somebody puts on their website giving an account of their activities and their opinions, and discussing places on the Internet they + + - Universitas Sumatera Utara 31 have visited. A blog related to beauty.Hornby 2005: 153 3. Beauty Editor A person who is in charge of a newspaper, magazine, etc., or part of one, and who decides what should be included, related to beauty. Hornby, 2005: 487 + + - This advertisement uses 3 comments of people who is worked, not only work but also expert about beauty face, body, hair.The purpose is to make reader or consumer interest to use this product because people who are expert of beauty proud of this pruduct, even suggest women use this. • The principle of constituent Structure, is the principle which larger linguistic units are built up out of smaller units. This aspect of the organization of language is often given in visual display in a tree-diagram: This is a statement from Kimberlee Van Der Wall, a Beauty Blogger sentence sentence Subject Predicate Subject Predicate Noun Verb Complement Noun Verb Complement Adjective noun clause Noun “It feels so light on my hair I love it” Universitas Sumatera Utara 32 The writer will make it simple in a table. The writer takes sentences and divides it into subject and predicate. No Sentence Subject Predicate Noun Verb Object Complemet 1. It feels so light on my hair. I love it It I Feels Love So light on my hair. It 2. “Moroccan organ oil is all the buzz.”Morrocan organ oil is all the buzz.” Moroccan organ oil Is All the buzz 3. It makes hair shine as well as the salon brand Moroccanoil. It Makes Hair shine as well as the salon brand moroccanoil. This advertisement is easy to be understood, because subject and predicate is clear enough. This advertisement intends to say that Suave Professioanal contains Moroccan oil that helps to make hair shine, light, and more beauty than before. 2. Connotative meaning is the communicative value an expression has by virtue of what it refers to, over and above its purely conceptual content. The writer finds no Universitas Sumatera Utara 33 connotative meaning in this advertisement. This advertisement use denotative or the actual object or idea to which the word refers. 3. Stylistic meaning is a piece of language conveys about the social circumstances of its use. The writer does not find this type of meaning. 4. Affective meaning is largely a parasitic category in the sense that to express our emotions. The writer finds affective meaning in this advertisement. It can be seen from the statement of David Fabi, a Stylist, “This amazing for shine” show the feeling of speaker or producer, feeling amazed, happy, proud of this product. The support sentences are also show how the feeling of Kimberlee Van Der Wall, Beauty Blogger, “It feels so light on my hair, I love it” Kimberlee said that how she loves this product. Susan Trumpbour a Beauty Editor added her opinion “Moroccan organ oil is all the buzz.” In Oxford Learner’s Dictionary, buzz: be full of excited talk. Susan tells to the people that Moroccan organ oil is an excited talk because of its benefits, and now people women can feel all benefits in Suave PROFESIONAL – New Moroccan Infusion. 5. Reflected meaning, is when one sense of a word forms part of our response to another sense. The writer does not find reflected meaning in this advertisement. 6. Collocative meaning, consists of the associations a word acquires on account of the meanings of words which tend occur in its environment. The writer does not find collocative meaning in this advertisement. 7. Thematic meaning, what is communicated by the way in which a speaker or writer organizes the message, in terms of ordering, focus, and emphasis. The analysis of this type is based on the grammatical construction that implicitly in forms a part of sentence to be emphasized on. Universitas Sumatera Utara 34 From the analysis above, the writer finds conceptual meaning and affective meaning appears in this advertisement. The analysis of advertisement above is the example of how the writer will analyze the object of women beauty product advertisement, as the object of this study. To find the most dominant type of meaning that is appeared in woman beauty product advertisements, the writer uses a formula referring to Nawawi’s social analysis method. Following is the formula of calculating the percentage of the data. N = � � 100 Where X: Number of subcategory of unit-shifts Y: Number of all data N: The percentage of subcategory of unit-shifts The percentage of the data of this studyis made to support in answering the second problem to find the dominant type of meaning that is appeared in woman beauty product advertisements. Universitas Sumatera Utara 35

CHAPTER IV DATA AND DATA ANALYSIS