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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:
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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
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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