26
advertisements are taken from Indonesia and the Philippines, where the commercials use English as either the main language or second language. The
research procedure of the study by Permatasari is used as a reference for this research since it has similar data and categories for the analysis process.
C. Theoretical Framework
After reviewing the theories and related studies, the researcher will use them to help answering the research questions. The theories and reviews of related
studies about language features are used to answer the first research question which is what the language features of the Kopiko advertisements are. This
research question focuses on finding the language style, structure, pattern, and format of the text of the advertisement. There are three language features of text
that are considered to be relevant to support this question and can be related directly to reviews of the language of advertisement and the elements of
advertisement. Therefore, the theories and reviews of related studies about elements of advertisement are also used to support the answer more accurately. As
stated in previous section, there are three specific elements in advertisement according to Arens 2006 that can be used to identify the language features of
advertisement. The two reviews are combined to help answering the first research questions. Therefore, the answers to this research question will not be out of the
scope of limitation. The second research question is about the distinctive language features of
Kopiko advertisements between Indonesia and the Philippines. The purpose of this
27
research question is to analyze the similarities and differences of the language features that are identified in each advertisement from Indonesia and the
Philippines. The findings of similar and different features between the two versions of Kopiko advertisements are also related to the same theories and studies
that are used for the first research question. For the first question, those theories and related studies are used to discover the surface or first layer of this research
which is the linguistics aspect of advertisement. Then, for the second question, those theories and related studies are used to do deeper analysis to find whether
there is any significant influence based on country background that show how the English is used in Kopiko advertisements in Indonesia and the Philippines.
28
CHAPTER III RESEARCH METHODOLOGY
This chapter presents a rationale for the methods of research and analysis. The researcher describes the methods of research and analysis, outlines the
procedure in gathering and analyzing the data, and reveals the boundaries of the research. This chapter comprises the research method, research setting, research
subjects, instrument and data gathering technique, data analysis technique, and research procedure.
A. Research Method
This research focuses on the language features of advertisements, therefore content analysis method will be used to conduct this research. Ary, 4acobs, and
Sorensen 2010, define content analysis as a research method that is used to identify certain features of written or visual materials such as textbooks,
newspapers, speeches, advertisements, and other kinds of documents p. 457. This research will identify the particular linguistic features of the English that is
used in commercial videos of Kopiko advertisements in Indonesia and the Philippines.
Content analysis deals with the language practice in society such as advertisements and focuses on its characteristics which have special meaning and
specific purpose. By using this method, the researcher will be able to reach the objectives of this research, namely to identify the specific features of Kopiko
