Research Setting Research Subject

31 advertisement slogans. The researcher used Kleppner’s 1986 theory about classification persuasion technique to answer the second research question. After preparing two tables table 3.1, and 3.2, the researcher analyzed the linguistic features and persuasion techniques of the Marlboro cigarette advertisement slogans. The researcher explained the meaning of the linguistic features for each slogan. Then, the researcher explained the persuasion technique used in Marlboro cigarette advertisement slogans. By explaining the meaning of the linguistic features in Marlboro cigarette advertisement slogans the researcher knew the reason of linguistic features and persuasion technique in cigarette advertisements which influenced consumers. Table 3.1 The Checklist of Feature X in Marlboro Cigarette Advertisement Slogans Slogan Variants Feature X Table 3.1 was used to answer first research problem regarding the linguistic features used in the data. The linguistic features are based on Grey’s 2008 theory. There are ten lexical features and ten syntactic features for categorizing the data. 32 Table 3.2 The Checklist of Persuasion Techniques in Marlboro Advertisement Slogans Variety Persuasion Techniques Pioneering Stage Competitive Stage Retentive Stage Table 3.2 was to check persuasion techniques used in Marlboro cigarette advertisement slogans. The researcher analyzed the persuasion techniques based on the theory from Kleppner 1986.

F. Research Procedure

There were six steps done by the researcher to accomplish the study in conducting this research. They are: 1. Deciding the topic The researcher decided the topic that was going to be discussed. The researcher chose to analyze the linguistics features used in Marlboro cigarette advertisement slogans. 2. Formulating the problems The researcher formulated the problems regarded the topic. The researcher formulated two problem questions in conducting the research. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI