Research Method Research Setting

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CHAPTER III RESEARCH METHODOLOGY

This chapter presents a rationale for the methods of research and analysis. The researcher describes the methods of research and analysis, outlines the procedure in gathering and analyzing the data, and reveals the boundaries of the research. This chapter comprises the research method, research setting, research subjects, instrument and data gathering technique, data analysis technique, and research procedure.

A. Research Method

This research focuses on the language features of advertisements, therefore content analysis method will be used to conduct this research. Ary, 4acobs, and Sorensen 2010, define content analysis as a research method that is used to identify certain features of written or visual materials such as textbooks, newspapers, speeches, advertisements, and other kinds of documents p. 457. This research will identify the particular linguistic features of the English that is used in commercial videos of Kopiko advertisements in Indonesia and the Philippines. Content analysis deals with the language practice in society such as advertisements and focuses on its characteristics which have special meaning and specific purpose. By using this method, the researcher will be able to reach the objectives of this research, namely to identify the specific features of Kopiko 29 advertisements language and to analyze them to find their distinctive characteristics that show the purposes of the advertisements and the similarities and differences between Indonesia version and the Philippines version. This is also supported by Krippendorff 2004, who states that “content analysis provides new insights, increases a researcher’s understanding of particular phenomena, or inform practical actions” p. 18. Since content analysis is conducted to analyze and identify the meaning behind specific characteristics of a material or document, it serves the purpose of this research which deals with language and its practice in social life. Content analysis focuses on the text being analyzed as a whole, which means its structure, its meaning, its relationship among each elements, and also its context. This research methodology is appropriately used for this research considering the research problems, the research objectives, and the primary data.

B. Research Setting

The research was conducted from October 2014 to November 2014 for the data gathering. The data gathering included collecting the commercial videos needed as the primary data of Kopiko products’ advertisements. Then the data analysis was conducted from November 2014 to December 2014.

C. Research Subjects