Type of Study RESEARCH METHODOLOGY

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CHAPTER III RESEARCH METHODOLOGY

The third chapter of this study elaborates the methodology employed in the study. The first part which precedes the technical method of analysis sections presents the type of study as the approach of the analysis. The following parts comprise the organization in conducting the analysis, from describing the source of data, the manner of acquiring the data, the technique of displaying the data, to the step of analysing the data for reaching the conclusion of the study.

3.1 Type of Study

This study is included in Discourse Analysis DA study for it views a text as an act of systematic communication dedicated for a certain purpose. Texts are not merely a form of language products to communicate thought, feeling, and experience, yet they propose an idea of someone or certain group toward other people which is aimed to penetrate the mind of society for the producers‘ interest Fairclough, 2003. Furthermore, Matheson 2005 elaborates them as a part of present domination, arbitrary opinion, and power play by utilizing particular manner, knowledge, and context gingerly. The meaning making of language is anything but randomly developed. It is a deliberate action that contains a network of thought and intention to assert an idea as the proper and acceptable notion in the public unconscious opinion in the favour of particular group. Hence, the primary concern of the analysis is on the linguistic forms of the text because texts consist of language construction. It will cater for the insight to recognize the structures, techniques or other properties of text, talk, verbal interaction or communicative events in an identity-building strategy. This concern is in line with the aim of advertisement in that it is created by the advertisers as a form of communication which is utilized for the purpose of gaining a large income. By persuading people to buy the advertised products and use the service continuously, the commercial advertisement is imbued by the consumerism ideology to a great extent. In fact, this ideology is the primary foundation of the commercial advertisements. Through the employment of DA as the main tool in examining the discourse of advertisements, this study is able to figure out what strategies are produced by the advertisers in spreading the consumerism ideology to the society in their advertisements. It also underlies the reproduction of social values by the companies in response to their goal to generate a huge amount of money. In turns, this reproduction changes the culture of the community, especially in social class, to be a consumptive community.

3.2 Source of the Data