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CHAPTER III
METHODOLOGY
Three essential elements of this research will be explained in this chapter. First thing to discuss is object of the study used in the present research. Second, approach of the study
will be explained. Afterwards, method of the study on how the data are collected and how they are analyzed will be discussed in detail.
A. Object of the Study
In conducting this research, eight advertorials about beauty products from Popsugar.com
are used. According to its ‘about’ page, Popsugar.com is a web-based magazine of women’s lifestyle whose audiences vary from age 18 to 40 years old. As a
women lifestyle media, Popsugar.com content mainly discuss about topics related to women such as fashion, health, carreer, and beauty. These advertorials are basically advertisements
that come in a form of narrative text. However, the way that is used to write the text are similar with other articles. Therefore, language, especially word or lexis is an element that is
used as the object to be studied in this research.
B. Approach of the Study
Stylistics approach is used to help analyzing the data of this research. Since the focus of Stylistics is to discover how language features can give effect to the readers, this is a
suitable approach to see how persuasion reflected through language features. Theory of language features taken from Peter Verdonk’s book entitled Stylistics is used as an approach
for this study. It is used to observe the language features that are used in the advertorials. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
Afterward, the result of observation is analyzed to see how persuasion power reflected through essential language features in the text.
C. Method of the Study
These steps are used in this research:
1. Data Collection
This study analyzed sample data of advertorial in Popsugar.com. The sample were sorted using theory of advertorial; editorial content that promoted beauty products. The eight
advertorial articles were chosen because they were packaged in a form of editorial articles. Therefore, the readers would not notice that the advertorials were made to promote certain
products. The sample data were taken after sorting articles and content in Popsugar.com using
theory of advertorial. The seven of eight advertorial articles are chosen because it does not mention product name in the title. Meanwhile, an advertorial which mentions product name
in the title is alson chosen as an example of advertorial variety. By looking at the headline, the readers will not notice that the articles are forms of advertisement.
2. Data Analysis
This study is focused on two problem formulations. First is to find out language features used in the articles. To solve this problem, theory of language features will be used
to classify elements of articles content including its headline and text organization. At first, advertorial language elements are observed based on Verdonk’s theory of language features.
Afterward, the language features that have been observed are classified based on categories: text organization, lexis, phonology, and typography.
