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C. Theoretical Framework
This part is intended to explain why the theories are needed and how they are applied in the analysis of the study. The first theory which is used in this study
is semantics. It is needed in order to give background knowledge to the readers about what topic is discussed in this study. The main issue which is discussed is
meaning. Since semantics deals with the linguistic meaning of morphemes, words, phrases, and sentences, it is very important to be used in analyzing the object of
the study. The theory of meaning will be used to identify the objects which are
cosmetic advertisements. The words’ meanings in the advertisements will be analyzed and then organized based on the meanings that are conveyed by the
words whether they convey multiple meanings or not. The theories of ambiguity, vagueness, homonymy, polysemy, and also
lexical ambiguity are needed in order to give the readers detail understanding about ambiguity and what the difference between ambiguity and vagueness is.
Besides, these theories are also useful to find the ambiguity especially the lexical ambiguity in the advertisements and also answer the first question of the problem
formulation. Furthermore, in order to answer the second question of the problem
formulation, the theory of pragmatics is needed. The second problem formulation is intended to find the interpretation of the readers. By conducting the theory of
pragmatics which includes the theory of presupposition and also implicature, it will be helpful for identifying the interpretation of readers toward the ambiguity.
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CHAPTER III METHODOLOGY
This part will be divided into three subparts that are object of the study, approach of the study, and method of the study.
A. Object of the Study
The objects which are used in this study are cosmetics advertisements. It is one of the types of advertisement that advertises lipstick, eyeliner, powder,
blush on, etc. The researcher chooses 20 advertisements from 10 cosmetic brands. Those cosmetic brands are Olay, Avon, Loreal, Neutrogenea, Nivea, Lancome,
Dove, Este Launder, Biore, and Shiseido.
1. Olay
The history of Olay started in 1950s. A chemist named Graham Wulff created this cosmetic as a present for his wife Dinah. That was the moment of the
forerunner of the legendary Oil of Olay Beauty Fluid http:www.olay.com.sg PagesHistoryofOlayOlay.aspx.
2. Avon
David H. McConnell is the founder of the cosmetic brand, Avon. He was a travelling book salesperson and offered beauty products as an additional perk to
his female customers. Then, in the 19th century, he offered women a chance at financial independence http:www.avoncompany.comaboutavonhistory mccon
nell.html. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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