3.4 Data Processing
After collecting the data, the next step to be applied is processing the data. The data is processed by using documentary technique. Blaxter, et. al. 2010: 231
state that ―documentary analysis proceeds by abstracting from
each document those elements which we consider to be important or relevant, and by grouping together these
findings, or setting them alongside others which we
believe to be related‖. In short, by using documentary technique, all data that have been collected
is classified into the relevant data for the analysis. The process would be explained as follows:
1. First, print advertisements regarding to the beauty product, are selected with
specification to the face treatment advertising campaigns, 2.
Then, the face treatment advertising campaigns are categorized based on the type of elements in advertising campaign. It includes categorizing the
elements to visual and linguistic elements based on Cheong‘s framework of Generic Structure Potential of print advertisement,
3. The visual elements of advertising campaigns are grouped to Lead, Display,
and Emblem. While the linguistic elements are grouped to Announcement, Enhancer, Emblem, Tag, and Call-and-Visit elements.
4. The linguistic elements of advertising campaigns are processed using
Transitivity and Mood analysis to categorize the verb processes employed in advertising campaigns and finding the metalanguage of interpersonal
meaning of the clause, and 5.
Finally, discussion with elaboration of interpretation of the data analysis is made in order to create
a clear cut about today‘s construction of beauty.
3.5 Data Analysis
This study uses descriptive qualitative method of data analysis. Denscombe 2007: 286 states that qualitative analysis
―is based on a logic of discovering things from the data, of generating theories on the basis of what the data
contains, and of moving from the particular features of the data towards more generalized conclusions or
theories‖. As this study aims at finding what the advertising campaigns try to
construct, descriptive qualitative strategy becomes the best method to help achieving the goals. Descriptive qualitative method is used to analyze and explain
about the data systematically. Besides, content analysis is also used as the approach to quantify the extent of the data. As Denscombe 2007: 236 states,
content analysis can be used to ―help the researcher to analyze the content of documents, … , whether it be in the form of writing, sounds, or pictures‖. Those
two approaches work best to support this study to help uncovering the hidden message of what is being communicated in the print advertising campaigns
systematically. The steps of analyses are as follow: 1.
Analysing the visual and linguistic elements of beauty product advertising campaign by using O‘Halloran‘s framework of Systemic-Functional
Multimodal Discourse Analysis elaborated with Cheong‘s framework of
Generic Structure Potential of print advertisement, 2.
More detailed analysis of the linguistic elements is conducted by analysing the Transitivity and do Mood Analysis of some clauses and sentences on
beauty product advertising campaign by using Halliday‘s notion of ideational meaning,
3. Finding the relation of visual and linguistic elements of beauty product
advertising campaign by using O‘Halloran‘s intersemiotic mechanism, and
finally
4. Interpreting the advertisements by elaborating all the analysis under the
concept of beauty.
CHAPTER 4. RESULTS AND DISCUSSION
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