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B. Theoretical Framework
In this part, the researcher will try to answer the research problems using the related theory.
In this part, the researcher combines all the related theories as groundwork in analyzing the data. Based on some definitions about language and
advertising, the researcher could conclude that the language is the main factor of the successful advertisement. It is strengthened by Domel and Todd as cited by
Kpolugbo and Richard 2006: 6 who say that many aspects of the language of advertisements contribute to the emotive power advertising language, the choice
and order of words, the syntactic arrangement, the prestige of the speaker, the frequent appeals to authority. In this research, the researcher employed printed
advertising in magazines taken from TIME, Newsweek, Sincere, and International Watch
magazine. Printed advertising in the magazines contains written text. Then, the researcher would analyze these texts.
Arens 2006: 417 mentions the format of the advertisement in printed advertising. They are the visuals, headlines, subheads, body copy, slogans, seals,
logos, and signatures. Therefore, the texts in each advertisement will be classified based on the headlines, subheads, body copy, slogans, and etc. Then, the
researcher refers to Arens theory 2006: 420 to identify the headlines. In identifying the other features, the researcher refers to the theories suggested by
Anderson Kathy 1997: 1, Cutting 2002: 16-17, and Widyatama 2005: 17. Moreover, the researcher identifies the writing type of the texts. After analyzing
the data, the researcher finally finds the conclusion.
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CHAPTER III RESEARCH METHODOLOGY
This chapter discusses the research methodology that employed in this research. It consists of six parts: a research method, b, research subjects c
research instruments, d data gathering technique e data analysis, and f research procedure.
A. Research Method
This part was aimed at answering the research problems which are stated in the chapter 1. They are: 1 How is the persuasive language expressed in watch
advertisement headlines in magazines? 2 What text types are used in watch
advertisement body copies in magazines to give information about the product? This goal of this research was to present valid data about discourse analysis,
especially advertisement. The researcher used the watch advertisements as the data because the watch advertisements are not complex to describe. The main
function is a timer. However, many watches are advertised with their own features and expensive prices.
The researcher used document analysis to conduct this research. Ary, Lucy, and Chris 2010: 457
defines that “content or document analysis is a research method applied to written or visual materials for the purpose of
identifying specified characteristics of the materials textbooks, newspapers, speeches, television programmes, advertisements, musical compositions, or any of
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