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researcher interviewed Hugo’s Promotion Manager at Hugo’s Café Yogyakarta. The last, the researcher interviewed Embassy Creative Team Member at Embassy
Yogyakarta on December 10, 2008.
E. Data Analysis
Technique
In this research, to analyze the data, the researcher did two main steps. Firstly, the researcher analyzed the English phrases and sentences in nightclub
banners according to the theory of advertising language. Secondly, the researcher analyzed the reasons of using English in
nightclub banners using the theory of language choice. In this part, the researcher also used the results of the interview with banner designers as the supporting data.
F. Research Procedure
The procedures that were applied in this research were: 1.
Recording the data by taking pictures of nine nightclub banners In this first step, the researcher took pictures of ten English banners
that were published by nightclubs in Yogyakarta. The banners were found in the main crossroads and streets in Yogyakarta. They were the crossroad
located between Jalan Gejayan and Jalan Condongcatur , the crossroad located in Jalan Magelang , Jalan Gejayan, Jalan Magelang, and Jalan
Colombo. In taking the data the researcher pictured all details of the banners.
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2. Analyzing the banners to look at how English is used by banner designers
Using the details of the banners, the researcher analyzed the banners in order to look at how English is used in nightclub banners. The researcher
analyzed the phrases and sentences in nightclub banners by using the theory of advertising language.
3. Interviewing banner designers in Yogyakarta
After analyzing the banners according to the theory of advertising language, the researcher interviewed banner designers in Yogyakarta
regarding their reasons in using English in their banners. The banner designers were chosen based on the banners that became the data of the
research. 4.
Transcribing the results of the interview In this step, the researcher transferred the recordings into written
language. Later, the researcher analyzed the results of the interview to discover banner designers’ reasons in using English in their banners.
5. Analyzing the reasons of using English according to the theory of language choice
In this fifth step, the researcher analyzed the reasons of using English using the theory of language choice. The researcher elaborated social factors
that influenced people when choosing certain language. The researcher also used the interview results to support the analysis.
