38 memorability and recall of the advertisements. Further, the researcher also wants
to find out whether or not those four reasons are found in ELLE magazine advertisement headlines issued in 2014.
39
CHAPTER III RESEARCH METHODOLOGY
This chapter presents a rationale for the method of this research and analysis. This chapter comprises six parts, namely the research method, the research setting,
the research source, the instrument and data gathering technique, the data analysis technique, and the research procedure.
A. Research Method
The researcher conducted this research which was categorized as qualitative research. Qualitative research is a study which investigates the quality of relationship,
activities, situations, and materials. Besides, the data collected are in the forms of descriptive rather than numerical or statistical data Frankel Wallen, 2006.
Therefore, this study did not deal with any numeric data. To be more specific, there are several methods that can be applied in
conducting qualitative research. Some of them are content analysis, case study, and discourse analysis. Precisely, the researcher used discourse analysis as the method in
accomplishing this research. Discourse analysis is described as the analysis of language above and beyond a mere the accumulation of sounds, morphemes, words,
clause, and sentences Fasold Linton, 2006. Specifically, this method focuses on a power, domination and construction, and reproduction of power in texts and
conversations, language in social contexts, and interactions Cohen, Manion, Morrison, 2011.
40 The use of discourse analysis for this research was due to the focus of this
study which was analyzing rhetorical devices in English advertisement headlines in ELLE
magazines. Since rhetorical devices focus on how a word, sound, phrase, or clause can create a strange-memorable meaning in order to produce a persuasive
message, then, discourse analysis was considered as the most appropriate method for this study.
B. Research Setting
The researcher conducted this research started from January 2015 until June 2015. Firstly, the researcher looked for the data source from January until March
2015. As a result, the researcher then chose ELLE magazine as the main source for this study. Secondly, the researcher gathered the data from the magazines in March
until April 2015. Thirdly, the data analysis was conducted from April until June 2015. Since this study did not deal with human interaction and field study, the
specific place was not required in conducting this research.
C. Data Source
The researcher chose ELLE magazine since the magazine was easy to find because it is one of the largest women magazine which has been published in more
than 60 countries all over the world and Indonesia is one of them. Specifically, the magazine used in this research was ELLE magazines which
were published monthly starting from January 2014 until December 2014. The decision in choosing full edition of 2014 was based on two major considerations. The
41 first consideration was coming from time-publishing in which all of the issues were
published in 2014 and this research was conducted in the early of 2015. Therefore, ELLE
magazines used in this research consisted of the newest or current issues along 2014. Moreover, the information will be brought through the advertisements as well.
As a result, the data used in this study was considered up to date and more reliable. The second consideration was due to the limited time for the researcher to accomplish
this research and 2014’s ELLE full editions were considered enough as the main
source for this study.
D. Instrument and Data Gathering Technique
This section explains the research instrument employed in carrying out this study. Moreover, this part also describes the data gathering technique the researcher
used for accomplishing this qualitative research.
1. Instrument
Instrument is a means used to collect data for the research Fraenkel Warren, 2006. In conducting this document analysis research, there was only one
major instrument involved, namely the researcher. Since the researcher is the primary instrument for gathering data, he or she relies on skill and intuition to find and
interpret data from the document Merriam, 2009. Moreover, the researcher used personal construct in collecting and analyzing the data gathered from ELLE
magazines issued in 2014. The personal constructs were acknowledged from previous studies and theories related to advertisements and rhetorical devices. These theories
