The Researcher as a Human Instrument

27 made twenty tables like the first type and divided them into ten tables of lexical features and ten tables of syntactic features. Those ten lexical features were hyperbole, neologism, weasel word, familiar language, simple vocabulary, repetition, euphemism, humor, glamorization, and potency. The other 10 features included in syntactic features were short sentence, long noun phrase, ambiguity, use of imperative, simple and colloquial language, present tense, syntactic parallelism, association, ellipsis, and incomplete sentence. Those features were based on the theory proposed by Grey 2008 about the linguistic features of advertisements as shown in Table 3.1 below. Table 3.1 The Hyperbole of Miss Universe’s Version of You C 1000 Advertisements No Video Hyperbole 1 Natalie Glebova ‟s Version More work less time 2 Zuleyka Rivera ‟s Version Stay healthy and fresh 3 Dayana Mendoza ‟s Version - 4 Stefania Fernandez ‟s Version - 5 Ximena Navarette ‟s Version More important 6 Leila Lopes ‟ Version More work less time 7 Olivia Culpo ‟s Version Stay healthy and fresh 8 Gabriela Isler ‟s Version - 9 Paulina Vega, Dayana Mendoza, and Olivia Culpo ‟s Version - The second question which was related to the use of persuasion techniques was answered by making checklist. The checklist of You C 1000 28 advertisements was made based on the persuasion techniques proposed by Kleppner 1986 which consists of pioneering stage, competitive stage, and retentive stage as shown in Table 3.2. Table 3.2 The Checklist of Persuasion Techniques in Miss Universe’s Version of You C 1000 Advertisements No Video Persuasion Techniques Pioneering Stage Competitive Stage Retentive Stage 1 Natalie Glebova ‟s Version  2 Zuleyka Rivera ‟s Version  3 Dayana Mendoza ‟s Version 4 Stefania Fernandez ‟s Version 5 Ximena Navarette ‟s Version 6 Leila Lopes ‟ Version 7 Olivia Culpo ‟s Version  8 Gabriela Isler ‟s Version  9 Paulina Vega, Dayana Mendoza, and Olivia Culpo ‟s Version 

F. Research Procedures

To answer the research question, there were several steps as the procedures used in this research. The steps were:

1. Gathering Data

In this step the researcher gathered the data that would be analyzed. The data were taken from commercial breaks in Indonesia local television stations. However, to ease the researcher in collecting and gathering the data, the researcher downloaded the You C 1000: Miss Universe version from youtube.com.