Pioneering Stage Competitive Stage

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CHAPTER III METHODOLOGY

This chapter consists of six parts. The first part is research method implemented to conduct the research. The second part is research setting or the place and the time that the research was conducted. The third is research of data. The fourth is research instruments which were collected data. The fifth is data analysis. The last subtopic is the procedure of the research.

A. Research Method

This research had two questions. They were 1 What are the linguistic features used in Marlboro cigarette advertisement slogans published in the United States? 2 What kinds of persuasion techniques does Marlboro cigarette use through the slogans to influence the customers to buy the products? In order to answer these questions, the researcher conducted qualitative research. Brown and Rodgers 2002, p. 12 state that qualitative research is “research which is based on non-numerical data predominantly, it can be subdivided into various different non-numerical qualitative research techniques for gathering data, for example observationsfield notes, case studies, diaries, etc.” Moreover, this research did not deal with numerical data because this research focused on descriptive research. Best and Kahn 1989 state that a type of research describes what are the describing, recording, analyzing, interpreting conditions that exist. This research analyzed the linguistic features in Marlboro cigarette advertisement slogans. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 27 The research method was content analysis. According to Fraenkel and Wallen 2008, content analysis is “a technique that enables researchers to study in human behavior indirect way through an analysis of their communication” p. 472. In this research, the content analysis was indirect research. The researcher took the data by analyzing slogan images. According to Ary, Jacobs, and Razevieh 2002, the material can be taken from public records, textbooks, letters, films, tapes, diaries, reports, themes, and so on. Impinging this study, the researcher wanted to analyze the content of Marlboro cigarette advertisement slogans. In this research, the data sources were Marlboro cigarette advertisement slogans which were published in the United States.

B. Research Setting

The research was conducted from September 2014 to March 2017. The researcher looked for the data sources on September 2014 until October 2014. After finding the data sources, the researcher gathered the data and then analyzed the data. This part took the longest time because the data analysis needed to be rechecked and revised for several times. It was from October 2014 until March 2017. The researcher selected ten Marlboro cigarette advertisement slogans which are published in the United States to be the sample of this research.

C. Research Subject

Ten Marlboro cigarette advertisement slogans were the subject of this research. The researcher collected the data from online source, www.google.com.