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The research method was content analysis. According to Fraenkel and Wallen 2008, content analysis is “a technique that enables researchers to study
in human behavior indirect way through an analysis of their communication” p. 472. In this research, the content analysis was indirect research. The researcher
took the data by analyzing slogan images. According to Ary, Jacobs, and Razevieh 2002, the material can be taken from public records, textbooks, letters,
films, tapes, diaries, reports, themes, and so on. Impinging this study, the researcher wanted to analyze the content of Marlboro cigarette advertisement
slogans. In this research, the data sources were Marlboro cigarette advertisement slogans which were published in the United States.
B. Research Setting
The research was conducted from September 2014 to March 2017. The researcher looked for the data sources on September 2014 until October 2014.
After finding the data sources, the researcher gathered the data and then analyzed the data. This part took the longest time because the data analysis needed to be
rechecked and revised for several times. It was from October 2014 until March 2017. The researcher selected ten Marlboro cigarette advertisement slogans which
are published in the United States to be the sample of this research.
C. Research Subject
Ten Marlboro cigarette advertisement slogans were the subject of this research. The researcher collected the data from online source, www.google.com.
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There were many cigarette advertisement slogans used linguistic features. However, the researcher chose ten Marlboro cigarette advertisement slogans from
different variants. Those ten slogans were the most representative among other slogans of Marlboro cigarette advertisement. They are Mild as May Marlboro
1924, The filter cigarette with the unfiltered taste Marlboro 1950, Come to where the flavor is, come to Marlboro country Marlboro 1977, The Longhorns
come to Marlboro country Marlboro Gold Pack 100’s, Open the new world of fresh taste Marlboro Blue Ice, Cool menthol cool finish Marlboro skyline, Be
bold be black Marlboro black, The spirit of Marlboro in a low tar cigarette Marlboro Lights, Mother earth needs you Marlboro Earth, and Richer, bolder
Marlboro Blend No. 54 According to Leedy and Ormrod 2005, purposive sampling is the most
appropriate method to select the appropriate sample because the samples should yield the greatest amount of information about the topic under the research. Those
ten representatives of Marlboro cigarette advertisement slogans were used as purposive sample in this research. The purpose of choosing those ten samples
was to analyze the linguistic features and persuasion techniques were contained in those cigarette advertisement slogans deeply
. The researcher chose the written
form of Marlboro cigarette slogans as the data of the research.
D. Research Instruments and Data Gathering Technique
In this research, the researcher used two instruments. The instruments are human instrument and document.
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a. Researcher as the Human Instrument
Merriam 2002 says that in qualitative research, “the researcher becomes the primary instrument for data collection and data analysis. It means that the
researcher is the key person to conduct the research.” In this research, the researcher chose ten slogans of Marlboro advertisement to be analyzed.
b. Images and Written Forms of Marlboro Cigarette Advertisement Slogans as Document Instruments
According to Ary et al. 2002, in qualitative research, especially in content analysis, the material of analyzed can be in the form of public records,
textbooks, letters, films, tapes, and many more. In this research, the document was the images and written forms of Marlboro cigarette advertisement slogans which
gathered from www.google.com. Those ten slogans of Marlboro cigarette
advertisement were used to answer the research questions. The images and written forms were useful to obtain the research data. The researcher analyzed the slogans
which were written in the Marlboro cigarette advertisement. The research was qualitative. In gathering data, the researcher took the data
from www.google.com. The technique of gathering data in online sources was similar to Merriam’s study that “...with the advent of computer technology and the
World Wide Web, data can also be collected on-line” Merriam, 2002. The researcher used ten slogans of Marlboro cigarette advertisement to solve those two
research questions by analyzing those ten Marlboro cigarette advertisement slogans. In this research, the researcher conducted some steps in collecting data.
First, the researcher collected the data from online source that was from PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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www.google.com. Then, the researcher chose some data to be analyzed the linguistic features and persuasion technique contained in Marlboro cigarette
advertisement slogans.
E. Data Analysis Technique
The research of the study was qualitative research and the type of the research was content analysis. Ary et al. 2002 said that content analysis learned
about the phenomena by studying the documents. The phenomenon was linguistic features and persuasion technique used in Marlboro cigarette advertisement
slogans. The data used in this research were linguistic features and persuasion technique case used in Marlboro cigarette advertisement slogans. The research
began from collecting the data from online source, www.google.com. After selecting ten Marlboro cigarette advertisement slogans the researcher prepared
two tables to analyze the linguistic features and persuasive techniques. The first that was table 3.1 prepared to categorize the linguistic features were going to be
analyzed. It consisted of 10 lexical features and 10 syntactic features. Those features were based on Grey’s 2008 theory about linguistic features in
advertisement. Those linguistic features were hyperbole, neologism, weasel word, familiar language, simple
vocabulary, repetition, euphemism, humor,
glamorization, potency, short sentence, long noun phrase, ambiguity, use of imperative, simple and colloquial language, present tense, syntactic parallelism,
association, ellipsis, and incomplete sentence. The second table was table 3.2 showed the checklist of the persuasion techniques in Marlboro cigarette
