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C. Research Instruments
The researcher is the primary instrument of this research. Lincoln and Guba 1985 firstly introduced the concept of human as instrument to the scientist,
as compiled by Ary et.al 2002 “Because qualitative research studies human
experiences and situations, researchers need an instrument flexible enough to capture the complexity of the human experience p. 424.
” It was supported by Merriam 2002
who explains that “a second characteristic of all forms of qualitative research is that the researcher is the primary instrument for the data
collection and analysis. p. 5. ” Leedy and Ormrod 2005 also mention about
human instrument that, “qualitative researchers believe that the researcher’s
ability to interpret and make sense of what he or she sees is critical for understanding any social phenomenon p. 133.
” The supporting instrument for this study is document, as what is stated in
the research methodology. This research deals with collecting data which considers using paper and note taking for observation. Those are the secondary
instruments that are used to gather and analyze the data of the research. Merriam 2009
says, “collecting data could be done through interviews, observation and documents p. 86.
” The advertisements taken from Time, Newsweek, and Reader
’s Digest magazines were the documents considered as the instruments to this research. The advertisements provided the source of the language in
advertising which would be observed and analyzed. In the next step, these documents then became the data being analyzed and discussed.
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D. Data Gathering Technique
The researcher used field notes to gather the data. Field notes used to record the data collection during the observation. Field notes also contained two
components the descriptive part and the reflective part. Ary et.al 2002 say that in descriptive part the researcher has to record everything related to the data, it is
helped with 5W+1H para. 426. Instead of the descriptive part it is the reflective part which includes the researcher’s personal feeling. The researcher’s reflection
identified as observer comments OC. When the researcher found the appropriate or inappropriate advertisements, the researcher gave note to that part in order to
help the discussion. The researcher also used participant observer method. Bungin 2007 states that this method is a data gathering method which collects the data
through observation and sensory perceptions para. 115. The researcher used the ability to see, watch, feel and touch to obtain the advertisements. In obtaining the
advertisements, the researcher employed some steps. The first step was collecting Time, Newsweek, and Reader
’s Digest magazines. The researcher collected some editions that were issued in January
2010 up to March 2011. After that, the researcher focused on the PSA which appeared in those magazines. The researcher found that PSA does not appear in
every edition, therefore the researcher did not take the advertisements from all editions. Then, the researcher adopted some advertisements that is including to the
display advertising from some editions. In the next step, the researcher observed
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and examined the PSA found. After that, the researcher collected the advertisements by copying them and placing them in a folder.
When collected and grouped, the advertisements were analyzed to answer the two research questions. The researcher would apply library study to analyze
the data. The researcher would require some theories and references about language meaning and advertising language. The researcher collected the theories
and references from books and journals written by some linguists and other researchers.
E. Data Analysis Techniques
According to Ary et.al 2002 there are three steps to analyze the data, they are organizing, summarizing, then interpreting para. 89. However, Holliday has
a different opinion to analyze the data. Ary et.al 2002 say, “data analysis as the
process of making sense, shifting, organizing, cataloguing, selecting, determining themes
– processing the data p. 99.” In this analysis, the researcher followed the Creswell’s 1998 steps, called
the data analyses spiral, as cited by Leedy and Ormrod 2005 on figure 3.1. The researcher collected the raw data which were advertisements taken from the
magazines. The first step, the advertisements collected were categorized based on the kinds of advertisement. Here, the researcher choses the display advertisement.
The second step was perusing the data. The researcher reads each advertisement carefully and categorizes the headline, subheads, body copy, and slogan. The
researcher reads the word, phrase, and sentence in each advertisement carefully