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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.
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6. Writing up the report After the whole process of recording the data, analyzing, interviewing
banner designers, and comparing the reasons of using English with the theory of language choice, the researcher wrote the report. It was the results of the
researcher’s contemplation in comprehending all information and characteristics contained in the data and theories. In the report, the researcher
illustrated her findings, which were how English in the phrases and sentences in nightclub banners was used according to the theory of advertising language
and the reasons of using English in nightclub banners in Yogyakarta.
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CHAPTER IV RESEARCH FINDINGS AND DISCUSSION
This chapter is divided into two subchapters according to the problem formulation. The first section discusses the use of English in nightclub banners in
Yogyakarta. In this section, the use of English in nightclub banners is analyzed according to the theory of advertising language. The second section discusses the
banner designers’ reasons in using English in their banners. Here, the discussion presents the comparison of the results of the interview with banner designers in
Yogyakarta whose banners are observed in this study and the theory of language choice.
A. Use of English in Nightclub Banners in Yogyakarta
This section discussed the use of English in nightclub banners in Yogyakarta. The discussion was based on the theory of advertising language
proposed by Geis 1997. As stated by Geis 1997: 42, the language of advertising contained advertising register that included certain expressions such as
elliptical comparatives, complex comparatives, imperatives as suggestions, rhetorical questions, adjectivalizations, and the use of count nouns as mass nouns.
In nightclub banners, the expression that was frequently used was imperatives as suggestions. This expression was in example [12], Get Discount 50 Off for All
Beverages All Nite Long, example [16], Get Discount Up to 6 Off only at Boshe VVIP Club, and example [7], Get Discount Up to 60 For All Beverage All Nite
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Long. Off only at Boshe VVIP Club All Day All Night Long except Special Event, and example [7], Get Discount Up to 60 For All Beverage All Nite Long. Those
phrases implied that nightclub management ordered customers to buy their beverages because there were discounts offered and the highest discounts were
50 and 60. Yet, the order also meant as suggestion to come to the club because they would get discounts for all beverages. Perhaps, in other clubs they
could drink the same beverages with higher price. Of course, customers should have paid attention to the information about the discounts, beverages, and times
when the discounts were offered. Further, Geis 1997: 43 said that the language of advertising used generic
claims to strengthen the information. This also happened in the language of nightclub banners. Most of the banners used generic claims to give the real
evidences to customers about the events and the things dealing with them. For example, banner designer wrote example [4], Host from all campus. This implied
that there would be hosts coming from all campuses in Yogyakarta in the event. Example
[13], These things bellow are not allowed: Weapon, Pants,
Sandals, Camera, Drink and Food from Outside, Jacket also showed the generic claim about the rules entering the club. Another example was example [23],
Model from Netherland. This was also such generic claim in order to give the real evidence that there would be a fashion show performed by the models coming
from the Netherlands. Of course, those claims needed to be proved by the customers themselves.
