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CHAPTER III RESEARCH METHODOLOGY
This chapter discusses the research methodology that employed in this research. It consists of six parts: a research method, b, research subjects c
research instruments, d data gathering technique e data analysis, and f research procedure.
A. Research Method
This part was aimed at answering the research problems which are stated in the chapter 1. They are: 1 How is the persuasive language expressed in watch
advertisement headlines in magazines? 2 What text types are used in watch
advertisement body copies in magazines to give information about the product? This goal of this research was to present valid data about discourse analysis,
especially advertisement. The researcher used the watch advertisements as the data because the watch advertisements are not complex to describe. The main
function is a timer. However, many watches are advertised with their own features and expensive prices.
The researcher used document analysis to conduct this research. Ary, Lucy, and Chris 2010: 457
defines that “content or document analysis is a research method applied to written or visual materials for the purpose of
identifying specified characteristics of the materials textbooks, newspapers, speeches, television programmes, advertisements, musical compositions, or any of
PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
27 a host of other types of document. Starting from this context, the researcher
worked and focused on watch advertisements in printed media, magazines. The watch advertisements were as the data of this research.
This research dealt with language, so the researcher conducted a document analysis. This research was categorized as qualitative research. Content or
document analysis may be done in quantitative research with variables that were specified num
bers. It is also stated that “Although this data can be analyzed qualitatively for themes and recurring patterns of meaning, content analysis
historically has been very quantitative in nature Merriam, 2009: 205. Therefore, the researcher presents the data in form of words and numbers. As cited by
Silverman 2001: 123, Selltiz, Jahoda, Deutsch, and Cook 1964: 335-342 say that “Content analysis pays particular attention to the issue of the validity of its
findings- through precise of word use.”
B. Research Subjects
Kategori