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C. Research Subjects
Concerning the subjects of the research, there were 9 advertisements of Miss Universe
‟s version of You C 1000 Miss Universe 2005, 2006, 2008, 2009, 2010, 2011, 2012, 2013, and the combination of Miss Universe 2008, 2012, and
2014. You C 1000 is a vitamin drink which is produced by PT. Djojonegoro. You C 1000 vitamin drinks themselves have three variants such as vitamin lemon,
vitamin orange, and vitamin apple.
D. Research Instrument and Data Gathering Technique
This research was a qualitative reseach. According to Domegan and Fleming 2007, “Qualitative research aims to explore and to discover issues
about the problem on hand, because very little is known about the problem. There is usually uncertainty about dimensions and characteristics of problem p. 24.
Myers 2009 added that qualitative research is designed to help researchers understand people, and the social and cultural contexts within which they live.
Qualitative data sources included observation and participant observation fieldwork, interviews, and questionnaires, documents and texts, and the
researcher‟s impressions and reactions within. Then, there were two instruments used in this research:
1. The Researcher as a Human Instrument
The researcher collected the data by analyzing the narrators‟ utterances
from the vitamin drink advertisement s‟ scripts. More information from books,
journals, and internet regarding language styles were assembled as well. Lincoln and Guba 1985: 193 state, “Human-as-an-instrument is the only instrument
26 flexible enough to capture the complexity, subtlety, and constantly changing
situation which is the human experience, as expressed in stories”. In the same paradigm, Lincoln and Guba 1985
: 76 say,” human-as-an-instrument in the research is to underline the very unique role played by qualitative research in their
inquiries”. In addition, Merriam 1998: 7 reveals that there are several aspects which differentiate the human instrument from other instruments by saying that,
“the researcher is responsive to the context; he or she can adapt techniques to the circumstances; the total context can be considered; what is known about the
situation can be expanded through sensitivity to non- verbal aspects”. As a final
point, the researcher as human instrument involves significantly to collect the data needed for his own research because it captured the complexity of his point of
views.
2. The Advertisement Script as Document
According to Ary, Jacobs, and Razavieh 2002, the analyzed materials can be in the form of public records, textbooks, letters, films, tapes, and many
more especially in content analysis. In this research, the document is in the form of transcript of 9 You C 1000 advertisements. The researcher transcribed the
recorded You C 1000 advertisements from youtube.com to be analyzed. Those transcripts belonged to the research instruments because they were used to answer
the research questions.
E. Data Analysis Technique
The researcher prepared two types of tables to categorize the language style and persuasion techniques of You C 1000 advertisements. The researcher
Kategori