Object of the Study

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CHAPTER III METHODOLOGY

This chapter provides the methodology that is used in doing this research of the study. There are three parts which explained the way this study will be researched such as object of the study, approach of the study, and method of the study. Those things will be explained as follow:

A. Object of the Study

This research deals with the use of language features in the advertisements. The data collected are taken from The Economist magazine and focused about bank advertisement. In the analysis of the advertisement, the main focus of language features in the advertisements is on the lexical features and grammatical features. Therefore the object of the study must be advertisements, and focused in bank advertisements. There are some bank advertisements which use The Economist magazine as their promotions to advertise about the service and bank‟s product. Bank advertisements are chosen because there are a few bank advertisements in The Economist magazine and those bank advertisements are more attractive than other advertisement products and services viewed from its language style and pictures layout. There are 15 bank advertisements collected in The Economist magazine from January 2014 until January 2016 analyzed in this study. Here are the lists of the Bank Advertisements: 37 Table 1. List of Bank Advertisements in The Economist Magazine No Advertising Language Source Date 1 Joint dedication to build a beautiful China China Construction Bank January 18,2014 2 This year in bussiness, there‟s more to talk about National Australia Bank February 22, 2014 3 Tracking markets capturing opportunities UBS Bank March 1, 2014 4 The Reminbi, Is your business possitioned to prosper ? Standard Chartered March 15, 2014 5 What I need is invesment banking -redefined- Commerz Bank April 12, 2014 6 Where I come from is important but, where I am going matters more BNP Paribas Wealth Management November 5, 2014 7 With you for the everyday and the long haul. Deutsche Bank November 5, 2014 8 The biggest challenge for any corporate is nothing but an opportunity waiting to unfold. State Bank of India January 17, 2015 9 THE RIGHT RELATIONSHIP CAN CHANGE THE WORLD Australia and New Zealand Bank June 13, 2015 10 Do you know that feeling you get when someone says you have done a great job? Today, all of us who make up CaixaBank have that feeling Caixa Bank July 11, 2015 11 WHY A BANK SHOULD MAKE CLEAN AIR ITS BUSINESS Citi Bank August 22, 2015

12 RMB. The strength of a relationship is all in the detail.

HSBC September 12, 2015 13 Will I be missed when I step back? UBS October 3, 2015 14 A lot of people understand money. How many people understand families? PICTET October 17, 2015 15 Every brush stroke takes more than it looks. With vision and exertion, we shape a bright future for everyone. Agricultural Bank of China January 23, 2016 38 In this study the bank advertisements were analyzed from the aspect of the language features and the functions of using the language features in the bank advertisements in The Economist magazine. The data were categorized into language features according to the lexis proper nouns, repetition, synonymy, polysemy, euphemism, figure of speech and meaning and grammatical features sentence structure, types of sentences and ellipsis. The functions of using the language features in the sentence were also analyzed.

B. Approach of the Study