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advertisements language and to analyze them to find their distinctive characteristics that show the purposes of the advertisements and the similarities
and differences between Indonesia version and the Philippines version. This is also supported by Krippendorff 2004, who states that “content analysis provides
new insights, increases a researcher’s understanding of particular phenomena, or inform practical actions” p. 18. Since content analysis is conducted to analyze
and identify the meaning behind specific characteristics of a material or document, it serves the purpose of this research which deals with language and its
practice in social life. Content analysis focuses on the text being analyzed as a whole, which means its structure, its meaning, its relationship among each
elements, and also its context. This research methodology is appropriately used for this research considering the research problems, the research objectives, and
the primary data.
B. Research Setting
The research was conducted from October 2014 to November 2014 for the data gathering. The data gathering included collecting the commercial videos
needed as the primary data of Kopiko products’ advertisements. Then the data analysis was conducted from November 2014 to December 2014.
C. Research Subjects
The subjects of this research will be the transcripts of the commercial videos of Kopiko advertisements taken from the internet and television. The
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researcher focuses on two popular products from Kopiko brand which are candy and instant coffee drink. Those products are most well-known in society all
around the world in which countries have Kopiko products distributed there. The advertisements are taken from several versions of Kopiko commercial videos that
are broadcasted through television and internet media. There are Indonesia version and the Philippines version of Kopiko advertisements which all have
English utterances and texts as the main language used in the advertisements. Some of the advertisements use full English as the language, while several others
mix English with the country’s native language. The advertisements are chosen based on the presence of utterances and the majority use of English, therefore the
presence of native language in several advertisements is ignored since the main focus of this research is the English utterances and texts.
There are 13 commercial videos of Kopiko advertisement in Indonesia and the Philippines that are taken as primary data in this research. Table 3.1 shows the
data of the advertisements for the research.
Tabel 3.1 The Kopiko Advertisements
Video Country
Kopiko 78
o
long version Indonesia
Kopiko White Mocha Indonesia
Kopiko Brown Coffee Indonesia
Kopiko 78
o
short version 1 Indonesia
Kopiko 78
o
short version 2 Indonesia
Kopiko Candy Indonesia
Kopiko 3in1 Astig Na Kape The Philippines
Kopiko Brown Coffee The Philippines
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Kopiko Cafe Blanca The Philippines
Kopiko LA Coffee The Philippines
Kopiko Brown Coffee The Philippines
Kopiko Astig 3in1 The Philippines
Kopiko Coffee The Philippines
D. Instruments and Data Gathering Technique
The instruments of this research are the primary data, which are the commercial videos of Kopiko advertisements from Indonesia and the Philippines;
observation sheets that are categorized based on the categories of language features to analyze the data; and the researcher as the doer of the observation and
analysis. The examples of the observation sheets are presented in table 3.2 and table 3.3.
Table 3.2 The Language Features of Kopiko Advertisement
Video Language Feature X
Kopiko 78
o
long version Indonesia Kopiko White Mocha Indonesia
Kopiko Brown Coffee Indonesia Kopiko 78
o
short version 1 Indonesia Kopiko 78
o
short version 2 Indonesia Kopiko Candy Indonesia
Kopiko 3in1 Astig Na Kape the Philippines Kopiko Brown Coffee the Philippines
Kopiko Cafe Blanca the Philippines Kopiko LA Coffee the Philippines
Kopiko Brown Coffee the Philippines Kopiko Astig 3in1 the Philippines
Kopiko Coffee the Philippines
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Table 3.3 The Checklist of Active and Passive Voice in Kopiko Advertisement
Video Active Voice Passive Voice
Kopiko 78
o
long version Indonesia Kopiko White Mocha Indonesia
Kopiko Brown Coffee Indonesia Kopiko 78
o
short version 1 Indonesia Kopiko 78
o
short version 2 Indonesia Kopiko Candy Indonesia
Kopiko 3in1 Astig Na Kape the Philippines Kopiko Brown Coffee the Philippines
Kopiko Cafe Blanca the Philippines Kopiko LA Coffee the Philippines
Kopiko Brown Coffee the Philippines Kopiko Astig 3in1 the Philippines
Kopiko Coffee the Philippines
This research uses content analysis method and deals with documents namely Kopiko advertisements as the primary data. Therefore the technique of
collecting the primary data is an important procedure. The advertisements are taken from several versions of Kopiko commercial videos broadcasted in
Indonesia and the Philippines, which are advertising two main products, namely coffee candy and instant coffee drink. The commercial videos are collected from
www.youtube.com and chosen based on the use of English as the major language. After that, the videos are transcribed into written texts in the form of dialogue or
monologue, which can be seen in Appendix A. There are few native languages that are spoken in several versions of the advertisements, but they are not
analyzed in this study. The native language are not transcribed since this research focuses on the English being used in the videos. After all the primary data needed
for this research are transcribed, they are put for categorization and analysis.
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E. Data Analysis Technique
