CHAPTER III METHODOLOGY
This chapter discusses the appropriate research methodology used in conducting this research. This methodology aims to answer the research problems
that have been formulated by the researcher. This chapter consists of the research method, the research objects, the research setting, the research instrument, the data
gathering technique, the data analysis, and the research procedure.
A. Research Method
Research is
a systematic
effort to attain answers to the questions Tuckman, 1987, p.4. It means that there is a problem about something that needs
to be clarified or something that has yet to be discovered. Besides, basic research is carried out for the purpose of investigating and identifying a problem. The
problems examined with the selected relevant variables and theories through a literature review. This part was aimed to find out the methods to answer the
research questions as stated in Chapter 1.
The purposes of this research are to identify the linguistic forms of the English slogan in mobile phone advertisements and explain the implicature
meanings conveyed on it. The methodology of this research is to employ qualitative research. This research discusses the linguistic forms and the
implicature meanings of the English slogan in mobile phone advertisements.
31
32 In conducting this research, the researcher applied qualitative research.
According to Ary, Jacobs, and Razavieh 2002, the goal of qualitative research is depth of understanding rather than the numerical data p.481. Moreover,
qualitative research allows the researcher to gain access to the motives, meanings, actions, and reactions of people in the context of their daily life. Besides, the data
analysis in qualitative research is often done concurrently or simultaneously with the data collection. Therefore, the researcher did the data analysis while collecting
the slogans. In addition, “qualitative data might be quantitized by counting the number of times a particular word is used or the number of times a particular
theme is identified” Ary et al, 2010, p.564. That is why the researcher used percentage and frequency list to expose the data in this research. This kind of
research is called mixed method because the data collection is qualitative but the
data analysis is quantitative.
Talking about the source of data, following what according Loftland 1996, the sources of qualitative research data are sentences or utterances,
actions, written texts, photographs and statistics. By using this approach, the researcher did the analysis in the written text in the mobile phones’ slogan. The
qualitative research was used in this study because the researcher intended to
analyze the English slogan in mobile phone advertisements.
Since this research dealt with the English slogan language in mobile phone advertisements, the researcher conducted the document analysis to collect
the data. Chris 2010 defines that “content or document analysis is a research method applied in written or visual materials textbooks, newspapers, speeches,
33 television programs, advertisements, musical compositions, or any of a host of
others types of document” p.21. Therefore, the researcher gathered the data by using the document analysis applied on advertisements. The researcher collected
the data by listing the English slogan found in mobile phone advertisements that available in printed and electronic media and categorized them into the specific
linguistic forms proposed by Warriner 1982. Then, the researcher analyzed and
identified the English slogan used in those mobile phone advertisements.
B. Research Objects
This research dealt with the linguistic forms and the implicature meanings of the English slogan in mobile phone advertisements. According to
Sudaryanto 1993, data are the research objects derived from a selection process of any kind of resources which in this the research are available in the printed and
electronic media, including the internet p.56. The researcher analyzed some brands of the English slogan in mobile phone advertisements taken from printed
and the electronic media, mostly from the internet sources. The researcher focuses on the English mobile phone products which are widely used in the society.
C. Research Setting
In this research, the object of this research is the English slogan in mobile phone advertisements. The researcher analyzed the kinds of English
slogans in mobile phone advertisements. The data were obtained from the printed
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