check the data analysis again. This data triangulation process was done more than once to decrease the number of errors.
Table 3.1. The Feature X of Magnum Advertisements
Video Feature X
M. Mini M. Ecuador
M. Infinity M. Classic
M. Temptation M. T. Hazelnut
Selecta M. M. in 1994
M. in 1993 M. in 1992
Table 3.2. The Checklist of Persuasion Techniques in Magnum Advertisements
Video Persuasion Techniques
Pioneering Stage Competitive Stage Retentive Stage M. Mini
M. Ecuador M. Infinity
M. Classic M. Temptation
M. T. Hazelnut Selecta M.
M. in 1994 M. in 1993
M. in 1992
Table 3.3. The Checklist of Power Relation in Magnum Advertisements
Video Power Relation
Legitimate Power
Reward Power
Referent Power
Expert Power
Coercive Power
M. Mini M. Ecuador
M. Infinity M. Classic
M. Temptation M. T. Hazelnut
Selecta M. M. in 1994
M. in 1993 M. in 1992
F. Research Procedure
In conducting research, there were six steps done by the researcher to accomplish this study.
1. Selecting the data sources
There were more than 20 versions of Magnum advertisements. The researcher selected 10 Magnum advertisements as the data sources of this research
based on the availability of the use of English. Those advertisements are in the form of videos which are broadcasted in television and internet. They were
downloaded from www.youtube.com. 2.
Gathering the data The researcher had to transcribe the videos. To gather the valid data, the
researcher watched and listened to the videos several times. Then, the researcher made the transcripts based on the videos. Rechecking and revising the transcripts
were also required in the data gathering process in order to minimize possible mistakes.
3. Preparing the tables and the checklists
The researcher found the theory of linguistic features, which consists of lexical features and syntactic features by Grey 2008, the theory of persuasion
techniques by Kleppner 1986 and the theory of power relation by French and Raven 1959. After that, the researcher made 20 tables of analysis and two
checklists based on those theories. Those tables and checklists were very helpful for the researcher to analyze the presence of the language style, persuasion
technique, and power relation used in Magnum advertisements. 4.
Analyzing the data The researcher analyzed the gathered data by filling in the tables and the
checklists. Besides, the researcher also wrote down the features which were categorized into certain characteristics of Magnum advertisements‟ language style
to be explained. Then, the researcher analyzed the persuasion techniques which were used in each advertisement by filling in the checklist and taking notes on the
criteria which made the advertisements belong to the certain persuasion techniques. To answer the third research question, the researcher classified the
data based on the theory of power relation to the checklist. The researcher interpreted the data and provided the checklist and the reasons why those
advertisements belong to certain power relation which is proposed by French and Raven 1959.
Data triangulation was done for some times to maintain the trustworthiness of the data analysis. The researcher relied on two persons who are more expert to
check and criticize the data analysis. Based on the criticism, the researcher rechecked and revised the data analysis to reduce error.
5. Writing up the report
Finally, the researcher was responsible to write up the report. The report itself contains the process of the research and also the results of the research.
Moreover, the researcher also attached the data of the research.
36
CHAPTER IV RESEARCH FINDINGS AND DISCUSSION
