Method of the Research

D. Objective of the Study

Based on the research question above, the research has the objectives of the research are as follows : 1. To reveal the meaning of icon and symbol in Starbucks Coffee advertisements 2. To analyse how the messages of the advertiser are delivered to the customers.

E. Significance of the Study

This research is generally to increase knowledge and insight into the study of the meaning of the signs which use triangle semiotics concepts by Charles Sanders Peirce 1931 on advertisement. Also, this research will provides how to apply semiotics approach especially Peircean Triadic in analyzing signs in advertisement. Practically, this research will be guideline for advertisers how to attract customer‟s attention.

F. Research Methodology

1. Method of the Research

The method which is used in this research is qualitative method. Qualitative method is type of research that produces findings not arrived by statistical procedures or other means of quantification. 5 Qualitative is a method with flexibility and openness. It can refer to research about persons lives, lived experiences, behaviors, emotions, and feelings as well 5 Anselm L Strauss, Basic of Qualitative Research. United States of America: Sage Publications, 1998, pp. 11-12 as about organizational functioning, social movements, cultural phenomena, and interactions between nations. Some of the data may be quantified as with census or background information about the persons or objects studied, but the bulk of the analysis is interpretative. Actually, the term „„qualitative research” is confusing because it can mean different things to different people. Some researchers gather data by means of interviews and observations, techniques normally associated with qualitative methods. 6 Data analysis in this research is the signs of the Starbucks advertisements, the signs themselves can be words, picture and colour in some edition of advertisements: Starbucks “inner beauty…”, Starbucks “Burning the midnight oil?”, and Starbucks “Here‟s to the best part of your day” which are used in the GADIS magazine June 2013-December 2014 and will be analyzed through Semiotic theory of Pierce 1931. Furthermore, to reinforce the results of the analysis, in this research the writer uses interview and record method. Interview is conducted on the part of the advertisers and the readers. The method in this interview is “In- depth Interview ”, The purpose of the interview with the readers is to find out the answer of their interpretation in the signs on the advertisements. The writer do interview with five informants from different social background, such as students, employees, lecturer and reporter. The purpose of the interview with the advertiser is to know about the message 6 Ibid. of the signs on the advertisements. The writer do interview with Team Creative Art and Design 2D of FAW „Activation Indonesia‟ and Advertising Company. Based on the interview, the writer can get in depth information about the meaning of the signs on the Starbucks advertisements.

2. The Technique of Data Collecting and Data Analysis