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characteristics that are required in order to be able to answer the second problem are female, understand English, and understand Semantics the study discusses
ambiguity, especially lexical ambiguity. The form of the questionnaire can be seen as follow.
Table 2. Questionnaires NO
Brand Phrase or sentence of the cosmetic
advertisement Ambiguous
Yes No
1 OLAY
The best in beauty just got better Ambiguous words and reason:
3 AVON
Your Monday just got BRIGHTER Ambiguous words and reason:
5 L’Oreal
Introducing our first daily volumizing moisturizer and serum.
Ambiguous words and reason:
2. Data Analysis
The objects of the study are twenty cosmetic advertisements of the ten cosmetic brands mentioned that contain lexical ambiguity. Since this study
discusses lexical ambiguity, the main part of the advertisements that are examined are all phrases and sentences in the advertisements that contain ambiguous word.
To be able to find the ambiguity, the researcher make a list of the sentence or phrase of the advertisements as on the table below:
Table 3. List of Object of the Study No
Brand Phrase or Sentence
1. Olay
The best in beauty just got better 2.
Avon Your Monday just got BRIGHTER
3. Shiseido
Your Beauty Secret is Out. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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After collecting the pharses or sentences that contain ambiguity, the researcher starts the analysis by analyzing the lexical ambiguity and its multiple
meanings. Lexical ambiguity is the type of ambiguity that deals with a word that has more than one meaning Fromkin, 2003: 180.
The next step is analyzing the interpretations of the reader from the questionnaire. In the questionnaire, the researcher puts all phrases and sentences
from the advertisements. Then, the readers have to choose whether the phrases or sentences is ambiguous by put a thick
√. There is also a space where the readers have to write down the ambiguous words and the reasons of why it is
ambiguous. By giving the readers requirements to write down the ambiguous words and the reasons, it is easier to gather the data of the ambiguous word
from the readers’ point of view and also their interpretation. In doing the analysis of the questionnaire, the researcher uses the result
of the analysis of the first problem formulation. Then, researcher compares the analysis of the first problem formulation and the result of the questionnaire. Then,
by using the theory of pragmatics, the researcher tries to find out the interpretation of the readers.
