Objective of Analysis The Scope of Analysis Research Method

1.2 Objective of Analysis

The objective of analysis of this thesis is to identify the advertisement meaning which is found in the Times. Many people see the advertisement magazine and the words used in this magazine are various because of different topics, products, and many other aspects. The advertisers are the creative person who find the interesting word to promote the products. The writer is eager to know the meaning of advertisement in fourth advertisement products which is found in Times, they are Alcoholic drink, Airlines, Cars, and Watch., where those advertisements are regularly appeared in Times. Some specific purposes of writing the thesis are as follow : - To give description and explanation about the semantic theory and advertising theory. - To show the symbol and referent as the concept of the symbol and referent which is used in Times. Universitas Sumatera Utara

1.3 The Scope of Analysis

This analysis intends to interpret the meaning of the language in the advertisement of the Times based on the reference explanation i.e. symbolword, referentobjectpicture. The writer chooses those products as an object of the analysis which will be analyzed. There are so many advertisements in the magazine so the writer only takes four products namely Alcohol drink, Airlines, Cars, and Watch. The focus of this analysis is to analyse the meaning of words and to interprete what the advertisement means in Times. In this case, the writer tries to understand not only what the words mean, but also what the advertiser intends to say. Universitas Sumatera Utara

1.4 Research Method

In working this thesis, the writer divides it into two steps, collecting and analyzing the data. In collecting the data, the writer applies the qualitative research. David Doofey 1984: 267 says, The term qualitative research will refer here to social research based on non qualitative observations made in the field and analyzed in non statistical way. Therefore, the analysis will not be in statistical form. This is mere analysis on meaning and symbols. Nawawi 1993 : 97 mengatakan, “data kualitatif banyak dipergunakan dalam penelitian filosofis dan sebahagian juga terdapat dalam penelitian deskriptif dan penelitian historis. Data kualitatif dinyatakan dalam bentuk kalimat atau uraian”.The qualitative data is used in many philosophy research and also some of them are founded in the descriptive and the historical research. The qualitative data is expressed in sentences or statements. The writer chooses the four different products in Times magazine. The advertisement products that are going to be analyzed in this thesis are alcohol drink, airlines, car, and watch. After collecting the data, the writer analyzes the meaning of the advertisement sentences and then analyse the picture. To get the meaning of the sentences and the meaning of the pictures in the advertisement, the writer uses two ways. First, he uses dictionary to translate the sentences and the second, he relates those sentences with the pictures of the product to get the meaning and messages which want to be delivered by the advertisers in their advertisement. Universitas Sumatera Utara

1.5 Review of Related Literature