31 advertisements provided the source of English language which would be observed
and analyzed. In the next step, these documents then became the data being analyzed and discussed.
D. Data Gathering Technique
In the previous chapter, it has been mentioned that the data was the advertisements in The Jakarta Post. To gather the data, the researcher employed a
certain method. The method is called participant observer. Bungin 2007: 115 states that this method is a data gathering method which collects the data through
observation and sensory perceptions. The researcher used the ability to see, watch, feel and touch to obtain the advertisements. In obtaining the advertisements, the
researcher employed some steps. The first step was collecting The Jakarta Post newspapers. The researcher
collected some editions that were issued in April 2010. After that, the researcher focused on seven editions of The Jakarta Post that were issued on April 11, 2010
– April 17, 2010. The researcher looked into the advertising pages named Clads in each edition. In the next step, the researcher observed and examined the
advertisements found in Clads. In this process, the researcher decided on which advertisements sized 2 columns x 10mm. After that, the researcher collected the
advertisements by cutting them out from the newspapers and placing them in a folder.
After being collected and grouped, then, the advertisements were analyzed to answer the two research questions. The researcher would apply library study to
32 analyze the data. The researcher would require some theories and references about
advertising and advertising language. The researcher collected the theories and references about advertising and advertising language from books and journals
written by some linguists and other researchers.
E. Data Analysis Techniques
Holliday 2002: 99 defines “data analysis as the process of making sense, sifting, organizing, cataloguing, selecting, determining themes – processing the
data.” In analyzing the data the researcher followed the steps created by Creswell 1998 as cited by Leedy and Ormrod 2005: 151. He created seven steps named
data analysis spiral. The steps diagram of data analysis spiral is presented in Figure 3.1.
Raw Data Organization
Perusal Classification
Synthesis The Final Report
Figure 3.1: The Data Analysis Spiral by Cresswell 1998 as cited by Leedy and Ormrod 2005: 151
33 In the data gathering, the researcher has done the step to collect raw data.
The raw data were the advertisements taken from the newspapers. The next step after collecting the raw data was organizing the data. The advertisements collected
were categorized based on the products being advertised. There would be some advertisement categories. Those were advertisements of apartments, hotels,
hospital, furniture, restaurant, housing, service and invitations. The second step was perusing the data. The researcher needed to examine the advertisements in
order to obtain the overview for analyzing and describing the data. In this process, the researcher read the English language in each advertisement carefully and paid
attention to the details. The third step was identifying the characteristics and features of the language of the advertisements. The researcher identified how the
language was used in the advertisements by paying attention to the characteristics, and other features. The researcher would also relate the theories and references
about advertising language with the language used in the advertisements. The fifth step was identifying the possible reasons of the use of the language within the
texts by reviewing some theories related and elaborating them with the researcher’s ideas.
F. Research Procedure
