37 integrating and summarizing the data. Further explanation and discussion of the
four steps are presented in the next sections.
a. Organizing the Data
The data of this research were the advertisements in The Jakarta Post newspapers issued on April 11, 2010 - April 17, 2010. There were seven editions
of The Jakarta Post newspapers that the writer employed. They were as follows. 1.
Sunday, April 11, 2010 2.
Monday, April 12, 2010 3.
Tuesday, April 13, 2010 4.
Wednesday, April 14, 2010 5.
Thursday, April 15, 2010 6.
Friday, April 16, 2010 7.
Saturday, April 17, 2010 The researcher limited the specification of the data. The advertisements
taken as the data were required to be in 2 columns x 100mm in size. This size allowed the readers to pay more attention to the advertisements because the bigger
the advertisements, the more people would notice them. Thus, the elements used to create the advertisements should have been able to catch the attention of the
readers both visually and verbally. The advertisements were taken from the advertising pages named Clads.
The advertisements, then, were cut off from the newspapers and were organized in a folder. During the data gathering process, the researcher found 30
advertisements with the required size which were taken as the data of this
38 research. The advertisements advertised various kinds of products. According to
the variety of the products being advertised, the advertisements could be classified into several groups. The classification could be seen in Table 4.1.
Table 4.1 The Advertisements Classification by the Products
No. Types Numbers
Percentage
1. HotelResortsVillas
13 43,3
2. Apartments
Residences 11
36,7 3.
Invitations 2
6,7 4.
Furniture 1
3,3 5.
Restaurant Bakery
2 6,7
6. Hospital
1 3,3
TOTAL 30 100
From the various advertisements found in the newspapers, it could be seen that most advertisements advertised hotels, resorts, and villas. There were 13 hotel
and resort advertisements. The second place was the apartment and residence advertisements which consisted of 11 advertisements. Other categories only had
one advertisement or two advertisements. Advertisements sized 2 columns x 100mm were not always published in every edition of The Jakarta Post
newspapers. Based on the number of the advertisements in each edition, it could be seen that most of the advertisements taken as the data were published on Friday
and Saturday. The number of the advertisements taken in each edition of The Jakarta Post could be seen in Table 4.2.
39
Table 4.2 The Number of Advertisements in Every Edition of The Jakarta Post Newspapers
No. Day Date Numbers
Percentage
1. Sunday, April 11, 2010
3 10
2. Monday, April 12, 2010
- 3.
Tuesday, April 13, 2010 -
4. Wednesday, April 14, 2010
2 6,7
5. Thursday, April 15, 2010
4 13,3
6. Friday, April 16, 2010
7 23,3
7. Saturday, April 17, 2010
14 46,7
TOTAL 30 100
The researcher could categorize the 30 advertisements as print advertising since they were published in the print media, newspapers. Furthermore, 28
advertisements taken as the data could be categorized in the display advertisements. The advertisements possessed three elements. They were
headlines, body copies or texts, pictures or images. The other two advertisements could be categorized as public notices. The advertisements announced an event to
some groups of businessmen. The sample advertisements could be seen in Appendix 6.
b. Perusing the Data
