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C. Method of the Study
This part explains the method of the data collection and data analysis that are used in the study.
1. Data Collection
There are twenty advertisements of ten brands which are used as the object of the study. Therefore, there are two advertisements for each brand. In
collecting the data, the researcher takes the advertisements from the official website or social media account twitter of the cosmetic brand. The offical
website and social media account of each cosmetic brand are mention on the table below.
Table 1. The Source of the Data
No Brand
Source website or social media account 1.
Olay http:www.olay.comen-us
http:www.olay.co.uken-gb 2.
Avon https:www.avon.com
3. L’Oreal
http:www.lorealparisusa.comenbrandsskin- carerevitalift.aspx
http:www.lorealparisusa.com
4. Neutrogena
https:twitter.comNeutrogenamedia 5.
Nivea https:twitter.comNIVEAUSAmedia
6. Lancome
http:www.lancome-usa.com 7.
Dove http:www.dove.comukhome.html
8. Estee Lauder
http:www.esteelauder.commakeupfoundation http:www.esteelauder.comskincareanti-wrinkle
9. Biore
https:twitter.combioreusmedia 10.
Shiseido https:twitter.comShiseidoUSAmedia
http:www.shiseido.com
Then, in order to collect the data of the readers’ interpretation, the researcher distributes 30 questionnaires. The readers who are also the subject of
the study are 30 students of English Letters Department. The subjects’ PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
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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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