Data Collection Method of the Study
obtained from the questionnaires. There are 30 questionnaires distributed. The respondents are people who learn English as the second foreign language. In the
questionnaires, the respondents indicate each tagline from scale 1-6. The questionnaires use the Likert scales which are ―summated-rating or additive
scales because a person‘s score on the scale is computed by summing the number
of responses the person gives‖ Neuman, 2011: 182. The categories and scales
are as follows.
Table 3.2. The Categories and Scales Categories in the
Questionnaires Scales
Categories in the Total Points
Scales
Very much unattractive 1
Very much unattractive 1-30
Unattractive 2
Unattractive 31-60
Rather unattractive 3
Rather unattractive 61-90
Rather attractive 4
Rather attractive 91-120
Attractive 5
Attractive 121-150
Very much attractive 6
Very much attractive 151-180
Afterward, the result of the questionnaires distributed is measured which
taglines come as the most attractive one. The first step is to find the total points by using the theory of frequency. Each rank multiplies by its frequency and then
sums it all as follows.
Total Points of
Tagline =
number of respondents in column 1 × 1 + number of respondents in column 2 × 2 +
number of respondents in column 3 × 3 + number of respondents in column 4 × 4 +
number of respondents in column 5 × 5 + number of respondents in column 6 × 6
Here is tagline 1 as an example. This is the result after tagline 1 is measured and rated as follows.
No. Wendy’s Taglines
Ranks 1
2 3 4
5 6
Tagline 1 ―Quality is Our Recipe‖ 1 0 5 13 10 1
Total Points of
Tagline 1 = 1×1 + 0×2 + 5×3 + 13×4 + 10×5 + 1×6 = 124
No. Wendy’s Taglines
Total Points
Category
Tagline 1 ―Quality is Our Recipe‖
124 Attractive
The distribution of questionnaires is to maintain the characteristic of
advertisements which is persuasive. The form of questionnaire are chosen to determine which rhetorical device appears to be the most persuasive. As relating
the theory of advertisement and the questionnaires about the audiences ‘
impression of taglines, the researcher evaluates the findings. The researcher identifies which the rhetorical devices attract the audiences the most. In due
course, the researcher reveals and proves how Wendy’s impresses and affects the
audiences. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI