42 and understanding were becoming the means or references the researcher used to
categorize and analyze the data Cohen, Manion, Morrison, 2011.
2. Data Gathering Technique
In gathering the data, the researcher used coding categories as the technique. Applying coding categories is a technique used in document analysis research
Fraenkel Warren, 2006. Moreover, Frankel and Warren 2006 note that the researcher could determine the coding categories to get the data before or during the
analysis p. 485. In this study, the research made the coding categories before the investigation begun. The researcher determined the categories based on previous
studies, knowledge, and also theories related to the topic investigated in this research. The following coding categories show how researcher answered the first research
question aimed to identify types of rhetorical devices found in ELLE magazines issued in 2014.
Table 3.1 Rhetorical Devices Appeared on ELLE Magazine Advertisements
Furthermore, the researcher answered the second research question by analyzing the reasons for using rhetorical devices in English advertisement headlines
based on selected or supporting theories from experts as mentioned in Chapter II.
NO. RHETORICAL
DEVICES HEADLINES
BRANDS OR PRODUCTS
ISSUES
1. Alliteration
Mose of man Num8ereight hat
Feb14 1.
Rhetorical question What were you thinking?
Royal Embroidery Collection
Mrch14 3.
Parallelism Cool and easy
The Body Shop Aprl14
4. …..
….. …..
…..
43
E. Data Analysis Technique
There were two techniques involved in analyzing data in this study, namely counting and narrative analysis.
1. Counting
This technique is a characteristic of document analysis research which puts emphasis on counting the frequency of several aspects investigated that would be the
research results Frankel Warren, 2006. Thus, the researcher used counting as the technique to analyze how many times each rhetorical device found in one issued
magazine. Moreover, the researcher also used counting to identify the frequency of each rhetorical device could appear in all magazines issued in 2014. For example, the
researcher counted how many times metaphor and alliteration could appear in ELLE magazine issued in January 2014 and then the researcher counted all metaphor and
alliteration features appeared in all ELLE magazines issued from January until December 2014 See appendix 2. After the researcher found all features appeared in
magazines, the researcher could determine which figure that became the most dominant.
2. Narrative Analysis
Narrative analysis is one of discourse analysis techniques that analyzes or interprets the data observed based on personal experiences or observations Cohen,
Manion, Morrison, 2011. The researcher used narrative analysis to find out why certain advertisements could be categorized as using certain types of rhetorical
devices, for example an advertisement employed the words ‘This girl is on fire’ and
