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CHAPTER III RESEARCH METHODOLOGY
This chapter is going to elaborate on the detailed information about the methodology used to accomplish this study. The use of the methodology was
aimed to answer the formulated research questions. There are six sections in this chapter, namely the research method, research setting, research subjects,
instruments and data gathering technique, data analysis technique, and research procedure.
A. Research Method
This research has three questions to be answered. They are 1 What are the linguistic features of Magnum advertisements? 2 What kind of persuasion
technique does Magnum use to advertise the products? and 3 What kind of power relation does Magnum have upon consumers through the advertisements?
To answer those three research questions, the researcher conducted research which was categorized into qualitative research. Brown and Rodgers
2002: 12 state that qualitative research is “research which is based
predominantly on non-numerical data, reveals that it can be subdivided into various different non numerical qualitative research techniques for gathering data,
for example observationsfield notes, case studies, diaries, etc.” This research did not deal with any numerical data because it would focus on the descriptive
research which is defined by Best and Kahn 1989 as a type of research that
describes what is describing, recording, analyzing, interpreting conditions that exist. This research was going to describe the language style used in Magnum
advertisements. The method employed in this research was content or document analysis.
Leedy and Ormrod 2005: 142 define content analysis as “a detailed and systematic examination of the contents of a particular body of material for the
purpose of identifying patterns, themes, or biases.” It means that content analysis
allows the analyst to analyze information from certain data sources in order to describe particular characteristics of the information. In this research, the data
sources were 10 videos of Magnum advertisements. Generally, the researcher was going to describe the available characteristics of language style used in Magnum
advertisements.
B. Research Setting
The researcher conducted the research from October 2012 to February 2013. Firstly, the researcher looked for the data sources in October 2012. After
finding the data sources, the researcher selected ten Magnum advertisements to be the samples of this research. Then, the researcher gathered the data from
December 2012 to January 2013 by transcribing the ten Magnum advertisements. The data analysis took the longest time in this research because it needed to be
rechecked and revised for some times. It took about four months which began in February 2013 and ended in May 2013.
C. Research Subjects
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