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information gained by experience, observation, or experiment. Empirical data are produced by experiment and observation.
This study is included into qualitative descriptive research. Bogdan and Taylor Moleong, 2007: 3 argues that the qualitative methodology is a research
procedure that produces descriptive data in the form of written words or spoken from people and behavior observed. This study emphasizes the language style and
the usage choice of words. The theories applied are taken from linguistics and literature books which available in the library.
1. Data Collection
The data of this study were taken from the printed magazine. The Economist magazine was chosen to be the source of getting the data. The
Economist magazine is an English-language weekly newspaper owned by The Economist Newspaper Ltd and published in offices in London. The Economist
offers authoritative insight and opinion on international news, politics, business, finance, science and technology. The edition from January 2014 until January
2016, there were 15 of bank advertisements found and those would be analyzed. The data were taken randomly.
To collect data properly, there were three steps. The first was the writer checked the data which have been analyzed by the senior students to avoid the
same data. The second step, after the writer checked the data from the senior, the writer decided to choose bank advertisements from The Economist magazine
because these data haven‟t been used by the senior students. The third step was the writer decided what should be analyzed in this study, because these data were
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about advertisements, stylistics was the best approach to analyze the data, since stylistic is the study about the uniqueness of the language.
2. Data Analysis
In analyzing the data, written sources were used because the written sources from the printed magazine were the valid data and it was official. The
valid data from printed magazine also used because it was important for investigation. Magazines also read by many people. There were some steps in
analyzing the data. Library research also used in order to get the information needed for the research. The information related to the linguistic and stylistics
theories need to do the investigation and analysis for the problem formulation. The linguistics and stylistics theories are taken from the books and articles
available in the library. To analyze the problem, there were several steps that to do, the first step
was collecting data from The Economist magazine which were available in the library of Sanata Dharma University. Bank advertisements were the main focus of
the data. To answer the first problem, the headlines or slogans of the advertisement were analyzed from the aspect the textual analysis of the lexis
proper nouns, repetition, synonymy, polysemy, euphemism, figures of speech and the meaning, grammatical features sentences structure, sentences types and
ellipsis. The first objective in this study is to find out the language feature used in
the bank advertisements in The Economist magazine. The first step which to do was by classifying the data into linguistics features of the language style. This step
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was done by close reading the text of the advertising language features in bank advertisements in The Economist magazine. Each word was read to find out the
language features used. The class of data was based on the linguistic features to see the most common linguistic features which are used. Every datum was
analyzed by its language style what categories involved in it and what stylistics devices were used in each advertising language of a bank advertisements in The
Economist magazine. After each datum was analyzed, to make easier read and clear the about the categorization of the language style, those datum would be
made list in the table. The second objective deals with the functions of using the language
features in the bank advertisements in The Economist magazine. After the language features of the advertising language of bank advertisements in The
Economist magazine had been answered then how those feature make some functions toward the readers would be analyzed. This problem will be solved by
using the theory of language features and the functions of advertising in the magazines. After the first and second answered, then the conclusion will made in
the end of this study.
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CHAPTER IV ANALYSIS RESULTS AND DISSCUSIONS
