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ENGAGING STUDENTS BY USINGHUMOROUS VIDEO ADS IN ENGLISH LISTENING SKILL SUBJECT : A Case Study at an Academy of Secretary in West Java, Indonesia.

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TABLE OF CONTENTS

1.4Significance of the research ……….. 1.5Definitions of the terms ……….... 1.6Organization of the research ………. Chapter II: Literature Review ………..………...

2.1 Listening ………

2.1.1 Difficulty found in listening ………...……… 2.1.2 Advantages and disadvantages of using authentic materials in listening

activity ………....

2.2 Video in listening activity ………

2.2.1 Video types ………

2.2.2 Advantages of using humorous video ads in ELS subject ………. 2.2.3 Procedures of viewing humorous video ads in ELS subject ………..

2.2.3.1 Pre-view ………..

2.2.3.2 While-view ………..

2.2.3.3 Post-view ……….

2.3 Research on using video in improving listening skills ………. 2.4Research on using video related to student engagement ……… .……. 2.5Research regarding the role of nonverbal aspects to understand verbal

expressions ………

2.6Humor ………...

2.6.1 Definition of humor ………...

2.6.2 Research regarding the use of humor in learning ……….. 2.6.3 Research regarding the use of humor in promoting student engagement …..

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Chapter III:Research Methodology ………...……… 4.2.1 Humorous video ads engage students in the ELS subject ………... 4.2.1.1Discussion of observation data …...

4.2.1.1.1 Pre-view ………

4.2.1.1.2 While-view ………

4.2.1.1.3 Post-view ………...

4.2.1.2 Discussion of questionnaire data ………... 4.2.2 Disadvantages and advantages of using humorous video ads as perceived by students in ELS subject ... 4.2.2.1 Disadvantages of using humorous video ads as perceived by students in

ELS subject ………

4.2.2.2Discussion of questionnaire data ……….… 4.2.2.3Discussion of interview data ……….….. 4.2.3 Advantages of using humorous video ads as perceived by students in ELS

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References ………...………... Appendix I : Humorous video ads ………... Appendix II : Observation data ………... Appendix III : Questionnairedata …...………. Appendix IV : Interview data ………..…….………….………

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CHAPTER I

INTRODUCTION

This chapter highlights six sections including background, research questions, purpose of

the research, significance of the research, definition of the terms, and organization of the research.

1.1 Background

Listening is very crucial for human communication (Hyslop and Tone 1989; Robertson as

cited in Timm and Schroeder, 2000). According to some research findings (Rankin, 1928; Bird, 1954; Hulbert, 1989; Janusik and Wolvin, 2009), around 45 percent of our waking time is spent on listening. This indicates that listening is one of the first skills which should be acquired

(Nixon and West, 1989; Wolvin and Coakley, 2000).

The role of listening is even more crucial for students. Students who listen effectively in a

learning process are more successful not only in their school works (Legge as cited in Wolvin and Coakley, 2000; McDevitt, Sheenan&McMenamin, 1991) but also in employment achievement and personal happiness (Berko, Wolvin, and Wolvin as cited in Curikis, 1992).

Conversely, poor listening determines the failures of college students in their study (Barker, 1971; Conaway as cited in Timm and Schroeder, 2000).

Given the fact that listening is very important in learning, it should be taught in all levels

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2000). It is only taught at the schools and universities which have good infrastructures and human resources. On the contrary, it is not taught at the schools and universities which do not

have good infrastructures and human resources. This imbalance circumstance, therefore, causes a gap in the teaching outcome (Timm and Schroeder, 2000).

Although some schools and universities have given listening lessons to their students

as just mentioned, this does not assure that the process will be free from problems. Some studies report that students have faced some difficulties in following a listening activity (Hulbert, 1989;

Hasan, 2000; Underwood as cited in Osada, 2004; Chen, 2005; Wang, 2007; Martinez, 2009). First, the teaching materials were too difficult to understand (Hulbert, 1989; Hasan, 2000;

Martinez, 2009). Second, students lack engagement like affective and habitual problems during the learning process (Underwood as cited in Osada, 2004; Chen, 2005; Wang, 2007). These

problems, to some degree, have resulted in low achievement in a listening lesson (Wang, 2007).

Likewise, some problems have also been encountered by students in the academy of secretary where the researcher teaches. Most students were found to have obstacles pertinent to engagement like affective and habitual problems while following the English listening skill

subject. The affective problem is related to students’ motivation (Johnson, 2001) while following

the learning process. This was identified when the students did not have any interest in the

learning materials, so they did not enjoy the learning process. Meanwhile, habitual problem is

related to students’ behavior (Johnson, 2001) while following the learning process. In the

research site, this was recognized when the students did not pay attention to their lessons because they did inattentive body languages like playing their hair, writing, daydreaming, and sleeping. These problems had caused low class participation which resulted in low learning outcome in the

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interviewing the students as well as by analyzing the questionnaire results which were conducted

in the research site.

Given that those problems will cause more difficulties in teaching the English listening skill subject, as a lecturer of English in the research site the researcher thought that it is necessary that some measures be taken. One of the ways to reduce the problems is to use multimedia such

as video in teaching the English listening skill including humorous video ads. The reasons for the use of humorous video ads were among others. First, “video has been closely associated with

listening skills” (Progosh, 1996; 34) and has many contributions to students’ learning process like developing students’ listening skills, presenting an exposure to a language use, stimulating language production, providing pleasure in language learning, providing knowledge of body language, providing repetition of lessons, and communicating meaning clearly (Willis and Willis, 1983; Gallacher, 2003). Second, humorous video ads contain humorous expressions

which have made students enjoy the learning process (Bryant et al., 1980). Third, they combine several learning channels like audio, video, language, humor, and advertisement which have

enriched the students’ knowledge (Willis and Willis, 1983; Gallacher, 2003). Fourth, some research findings (Smeltzer and Watson, 1985; Gersten and Tlusty as cited in Richards and Patricia, 2003; Dikilitas and Duvenci, 2009; Wachob, 2011) report that the use of video has

made the students engaged in the learning process.

Parallel to the four reasons as just mentioned, this research is intended to investigate the

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students in the English listening skill subject and to know the disadvantages and advantages of using humorous video ads as perceived by students in the English listening skill subject.

1.2Research questions

To reach the aims of this research, two research questions are presented as follows:

1. How do humorous video ads engage the students in the English listening skill subject?

2. What are the disadvantages and advantages of using humorous video ads as perceived by

students in the English listening skill subject?

1.3Purpose of the research

Based on the research questions above, this research has two purposes:

1. To investigate how the humorous video ads engage the students in the English listening skill subject.

2. To identify the disadvantages and advantages of using humorous video ads in the English

listening skill subject.

1.4Significance of the research

It is expected that this research will have significance at least in three different aspects that is, theory, practice, and policy. In a theoretical perspective, this research will be an important work because the use of humorous video ads in an English listening skill subject has not been

reported. Therefore, this research will contribute to the teaching of English listening skill subject. In a practical perspective, this research will be beneficial particularly to the researcher himself

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the humorous video ads in the English listening skill subject. Finally, it will describe the problems faced by the students while studying the humorous video ads. In a policy perspective,

the results of the research will lead to the establishment of the teaching materials suitably taught in an English listening skill subject at an academy of secretary level or other institutions similar

to it.

1.5Definitions of the terms

There are many special terms which are used in this research. To understand them, some

terms are clarified as follows:

 English listening skill (ELS) is a subject conducted in a language laboratory and it

focuses on listening words, phrases, sentences, stories, conversations, ads, movies, and

etc., both auditory and audio-visual.

 Humor is the quality or content of something such as a story and performance which

elicit amusement and laughter (Martin, 2007).

 Humorous video ad is a video which contains humorous advertisement (O’Guinnet al.,

2003).

 Student engagement is students’ motivation which is manifested in their efforts and

commitments in following the learning process in order to reach better learning outcome

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1.6Organization of the research

This research is organized in five chapters. The organization of this research is as

follows:

 Chapter I mentions the background of the research, research questions, purpose of the

research, significance of the research, definition of the terms, and organization of the

research.

 Chapter II describes the relevant literature comprising the theories which shape the

framework of the research.

 Chapter III explains the methodology which is used in this research. The

methodology consists of the design of the research, research site and participants, the procedures of data collection, and the procedures of data analysis.

 Chapter IV depicts the data presentation, findings, and their discussions.

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CHAPTER III

RESEARCH METHODOLOGY

This chapter describes the research methodology, including research design, research site

and participants, data collection, and data analysis.

3.1 Research design

Relevant to the purpose and research questions, a case study was employed as the research design. This was taken because this research has the characteristic of a particular case in

a small scale (Frankel and Wallen, 1996; Marczyk, DeMatteo, and Festinger, 2005). The case which was investigated was the use of humorous video ads in an English listening skill subject.

3.2 Research site and participants

The research took place at the language laboratory in an academy of secretary in Bandung, West Java-Indonesia. The research site was chosen for two reasons. First, the researcher was one of the teaching staffs in that academy. Therefore, the researcher would have

an easy access to the research site and it made this research feasible to be conducted (Bogdan and Biklen, 1998; Marczyk, DeMatteo, and Festinger, 2005; Silverman and Marvasti, 2008).

Second, the academy had an English listening skill subject in which the research problems were investigated (Marczyk, DeMatteo, and Festinger, 2005).

The participants of the research were nine. The nine students were selected from the

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subject (Frankel and Wallen, 1996, Creswell, 2003; Marczyk, DeMatteo, and Festinger, 2005). Second, the nine participants were chosen from three different classes. Therefore, there were

three students selected from each class. These three students represented three different categories of achievements, namely high, middle, and low. The creations of these categories

were for the purpose of this research. Moreover, theselection was taken in order to represent the nature of class observed and to give the complete information as needed (Frankel and Wallen, 1996). Therefore, the student participants were chosen by a purposive sampling technique

(Morse, 1989; Kuzel, 1992; Frankel and Wallen, 1996, Creswell, 2003; Dawson, 2009).

The participants were coded according to the class where they learned, namely R1, R2,

and R3 were from A class; R4, R5, and R6 were from B class; and R7, R8, and R9 were from C class. Besides that, the participants were also categorized into their achievement levels, that is, R1, R4, and R7 were categorized into high achievers. R2, R5, and R8 were categorized into

middle achievers and R3, R6, and R9 were categorized into low achievers. This categorization was based on their performance in the previous subjects and investigation before the research

was conducted by holding a performance test. Furthermore, to avoid misleading judgment concerning the participant grouping, the researcher crosschecked the participants’ data to the

lecturers who used to teach them and to the documents which were available at the

administrative section related to their English grade.

3.3 Data collection

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interview were used. The data collection was conducted for two months. For clarity, the data

collection was clarified one by one in the following sections.

3.3.1Observation

Observation aimed to gain the data which could not be elicited by questionnaire and

interview (Maxwell, 1996). Observations in this research were conducted in a language laboratory (see appendix II), the place where the participants took the English listening skill subject, and were followed by nine participants (R1, R2, R3, R4, R5, R6, R7, R8, R9).

Observations were intended to know the meanings, events, actions or processes being done by the participants (Alwasilah, 2006). In the observation phases the researcher conducted the detail analyses of the participants’ behaviors before, while, and after studying the humorous videos ads

in the English listening skill subject. The researcher observed and analyzed how the humorous video ads engaged the participants in the English listening skill subject (Frankel and Wallen,

1996; Creswell, 2003).

During observations, the researcher was utilizing three procedures of viewing a video

(Stoller, 1992; Tomalin, 1992; Stempleski, 2002; Koksal, 2004) such as pre-view activity, while-view activity, and post-while-view activity (see appendix II). In these phases, the student engagement indicators proposed by Jones (2009) were incorporated.

The pre-view activity observed the participants’ activities before following the while -view activity(Stoller, 1992; Tomalin, 1992; Stempleski, 2002; Koksal, 2004). The observation focused on the participants’ motivation which, to some extent, was represented by their attention

or question toward the researcher’s explanation regarding the videos being watched. The while

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phase, the observation focused on participants’ body language, consistent focus or attention, and

fun and excitement (see section 2.7.2). Finally, the post-view activity observed the participants’

understanding toward the humorous video ads in terms of their verbal participation as well as their confidence when presenting the verbal participation (see section 2.7.2).

There were some steps done in the observation phases. These steps corresponded to the procedures of viewing video (Stoller, 1992; Tomalin, 1992; Stempleski, 2002; Koksal, 2004) such as pre-view, while-view, and post-view. The pre-view activity in the English listening skill

subject followed several steps(Stoller, 1992; Tomalin, 1992; Stempleski, 2002; Koksal, 2004). First, researcher told participants the kinds of video which would be seen. Second, he gave them

some hints regarding the vocabularies, words, and context which were usually used in the videos being discussed. Meanwhile, the while-view activity in the English listening skill subject followed several steps(Stoller, 1992; Tomalin, 1992; Stempleski, 2002; Koksal, 2004). First, he

played the videos. Second, if the participants asked him to repeat the videos because they did not understand the videos, he repeated the videos. Finally, the post-view activity in the English

listening skill subject followed one step(Stoller, 1992; Tomalin, 1992; Stempleski, 2002; Koksal, 2004). That is, he asked the participants to describe or to discuss the content of the videos after they had already watched the videos. This was taken to elicit the data related to the verbal

engagement. To avoid losing the data, these activities were recorded. Therefore, a video-camera was operated while the observation was taking place.

The observation was conducted six timessince in the six-time observations the data had reached saturation point (Glaser and Strauss, 1967). The observation time was the same as the schedule of the English listening skill subject. Hence, the duration of time for each observation

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participants were absent. These participants were R3, R5, R7, and R8. R3 did not attend the

observation one time, R5 two times, R7 one time, and R8 one time.

Three humorous video ads were shown in every observation phase. Consequently, there were eighteen humorous video ads were played (see appendix I) in all observation phases. Regarding the assessment of students’ behaviors before, while, and after studying the humorous

video ads, the characteristics of student engagement proposed by Jones (2009) and to some extent Skinner and Belmont (1993) were used as guidance as well as an analytical tool.

Meanwhile, for the selection of the videos, the researcher used the criteria proposed by Arcario (1993) like watch ability, completeness, length, appropriateness of content, level of maturity, and

availability of related materials. Even though, the researcher used the selection criteria as proposed by Arcario (1993), the researcher chose the humorous video ads by himself. This was

the limitation of this research since this selection would cause bias.

3.3.2 Questionnaire

Questionnaire was used to answer the research questions and to support the observation

data (Alwasilah, 2006). Questionnaire was administered to the nine participants (R1, R2, R3, R4, R5, R6, R7, R8, R9). Five questions were addressed to every participant (see appendix III). Questions available in the questionnaire covered some aspects which were investigated in this

research. The aspects which were included embraced the student engagement indicators, disadvantages, and advantages while and after the participants studying the humorous video ads

in the English listening skill subject. The questionnaires were written in Indonesian to ensure the participants’ complete understanding of the items. The type of questionnaire used was a mixture

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very complete and a truly free answer as well as certainty to their position (Frankel and Wallen,

1996).

The questionnaire data were gained in three steps (Bernhardt and Geise, 2009). First, the questionnaires were distributed to all participants. Second, the questionnaires were taken after being filled by the participants. Third, the questionnaires which had been answered were

collected and submitted to the researcher.

3.3.3 Interview

Interview aimed to clarify the data gained from the observations and questionnaire (Frankel and Wallen, 1996). The interview was conducted in a semi-structured style with

open-ended questions. The interview was followed by nine interviewees (R1, R2, R3, R4, R5, R6, R7, R8, R9) and was conducted individually. It contained two questions (see appendix IV) and lasted for 5 minutes. Questions available in the interview covered some aspects investigated in this

research. The aspects which were included embraced disadvantages and advantages while and after the interviewees studying the humorous video ads in the English listening skill subject.

Furthermore, to avoid losing the information, the interview was recorded. Therefore, there was a voice recording which was used in this process.

The interview data were gained in some steps (Kvale, 2006; Folkestad, 2008). First, the

researcher asked the availability of time from every interviewee. Second, he arranged the interview schedules. Third, he prepared the questions which would be asked in the interview. Fourth, he did the interview at the student’s organization room. Fifth, he recorded the interview.

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3.4 Data analysis

Data analyses were conducted during and after the data collection. It meant that the

process of data analysis was simultaneous with the ongoing activities in the English listening skill subject. In analyzing the data, a qualitative method was used(Morse, 1989; Kuzel, 1992; Frankel and Wallen, 1996, Creswell, 2003; Dawson, 2009). The qualitative method was used to

analyze the data collected from observations, questionnaires, and interviews. To increase the validity of data analysis, triangulation was applied at the end of the data analysis (Frankel and

Wallen, 1996; Creswell, 2003; Silverman and Marvasti, 2008). As mentioned in section 3.3, three methods of data collections, namely observation, questionnaire, and interview were applied

in this research. Therefore, the next sections would clarify how the data from these three data collections were analyzed.

3.4.1 Observation

Observations were conducted six times (see section 3.3.1). Therefore, data from the six observations were analyzed from nine participants (R1, R2, R3, R4, R5, R6, R7, R8, R9). The

analysis of data from observation was conducted with the ongoing activities in the English listening skill subject. Thus, the observation data were analyzed on going with the process of research(Frankel and Wallen, 1996; Creswell, 2003). The analysis of data from every

observation was consisted of three phases that is, pre-view, while-view, and post-view(Stoller, 1992; Tomalin, 1992; Stempleski, 2002; Koksal, 2004). In the pre-view, the researcher analyzed

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humorous video ads fulfilled the indicators of student engagement such as positive body language, consistent focus or attention, and fun and excitement. In the post-view, the researcher

analyzed if the participants could participate in verbal participation phase and whether they showed confidence or not while presenting their verbal expressions. All of these viewing

techniques, further, were analyzed by qualitative method(Morse, 1989; Kuzel, 1992; Frankel and Wallen, 1996, Creswell, 2003; Dawson, 2009).

To illustrate how the observation data were analyzed, the researcher took some steps

(Creswell, 2003). First, the observation data were arranged according to name, class, level of listening ability, and time. Second, the observation data were presented and analyzed by referring

to the viewing techniques (Stoller, 1992; Tomalin, 1992; Stempleski, 2002; Koksal, 2004) and by referring to the student engagement indicators (Skinner and Belmont, 1993; Jones, 2009). Third, the findings resulting from the data analysis were interpreted by the relevant theories and

previous research findings provided in chapter 2. Fourth, the results of interpretation were used to answer the first research question.

3.4.2 Questionnaire

Questionnaires were addressed to nine participants (see section 3.3.2). Therefore, nine questionnaires were obtained and analyzed. The analysis of data from the questionnaires was

conducted after all questionnaires were collected. The qualitative method (Morse, 1989; Kuzel, 1992; Frankel and Wallen, 1996, Creswell, 2003; Dawson, 2009)was applied to analyze the data

from the questionnaires.

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answered. Second, the questionnaire results were coded by arranging them according to class, level of listening ability, and time. Third, after the data were coded, they were categorized

according to the themes related to the characteristics of student engagement (see section 2.7.2) for the first research question and to disadvantages and advantages of using humorous video ads

in the English listening skill subject for the second research question. Fourth, after the data had been categorized into those themes, they were, then, analyzed. Fifth, the findings resulting from the analysis of questionnaire data were interpreted referring to the relevant theories and the

previous research findings provided in chapter 2. Sixth, the results of interpretation were used to answer all research questions.

3.4.3 Interview

Interview was followed by nine interviewees (see section 3.3.3) and was conducted individually. Therefore, nine interview data were obtained and analyzed. The analysis of data

from interview was done after all interviews were conducted. The qualitative method (Morse, 1989; Kuzel, 1992; Frankel and Wallen, 1996, Creswell, 2003; Dawson, 2009)was applied to analyze the data from interview. There were some reasons to use interview data. First, the researcher was interested in knowing ‘direct’ point of view of the interviewees when they

followed the English listening skill subject (Frankel and Wallen, 1996). Second, the interview

data were used as the validation of questionnaire data (ibid).

All interview data were analyzed in some steps (Cohen and Manion, 1994; Creswell, 2003; Kvale, 2006; Folkestad, 2008; Silverman and Marvasti, 2008). First, the interview data

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disadvantages and advantages of using humorous video ads in the English listening skill subject. Fourth, after they were categorized into those themes, the data, then, analyzed. Fifth, the findings

resulting from the analysis of interview data were interpreted based on the relevant theories and the previous research results provided in chapter 2. Sixth, the results of interpretation were used

to answer the second research question.

3.5 Conclusion of chapter 3

This chapter has presented a brief discussion about the methodology used in this research embracing research design, research siteand participants, data collection, and data

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CHAPTER V

CONCLUSION, LIMITATION, AND RECOMMENDATION

This chapter describes three significant aspects which will become the closing of this research. These aspects are conclusion, limitation, and recommendation. The conclusion summarizes the essences of the discussions in connection with the research problems. The

limitation describes the obstacles which were encountered in conducting this research. Finally,

the recommendation gives potential suggestions which are derived from this research.

5.1 Conclusion

The use of video in engaging students has become a major concern in language teaching

because it plays an important role in making the teaching run successfully. Various attempts have been made in investigating this issue particularly in the domain of teaching listening skill. This research is not the exception. This research attempts to answer some problems related to the

use of humorous video ads in engaging studentsin an English listening skill subject. To the most extent, the results of the findings in this research confirm the previous studies discussed in

chapter 2. From the discussions in the previous chapter, especially in chapter 4, some conclusions can be drawn.

First, this research revealed that the humorous video ads have mostly engaged the

students in the English listening skill subject. It was proven by the fulfillment of all student engagement indicators proposed by Jones (2009). The indicators were really manifested in the

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were used as the teaching materials. At this point, the problems of engagement like affective and

habitual problems possessed by the students in the English listening skill subject disappeared.

Second, this research uncovers that the students acquired some beneficial aspects when humorous video ads were used in English listening skill subject. The advantageous aspects obtained by the students were developing the ability to think critically, developing listening skill,

stimulating language production, adding vocabulary, understanding other cultures, understanding verbal expressions through video display, having fun, and being excited and motivated to learn

English. Again, these advantageous aspects implied that the humorous video ads gave positive results to the students’ learning process both cognitively and affectively. In cognitive domain,

the students could gain knowledge relevant to the skills intended to learn such as listening ability which were followed by speaking ability. In affective domain, the students could get some

excitement and motivation in following the learning process.

Third, despite the fact that the humorous video ads have mostly engaged the students in the English listening skill subject, some disadvantages were found while the students studying them. The encountered problems were difficulty of understanding colloquial language, accents,

video display, speed of delivery, messages, vocabulary, and topics and background knowledge. These problems, for the teaching and learning process, implied that the humorous video ads

presented in the English listening skill subject should meet several criteria. First,avoidusing humorous video ads which contain sensitive topics like gender, ethnicity, nationality, and

creed.Second, avoid usinghumorous video ads which contain excessive humor.

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better. To foster student engagement in a listening skill subject, a teacher or a lecturer can operate many media. One of them is to use humorous video ads in that the contents of humorous

video ads embrace many aspects like audio, video, language, humor, and advertisement. The combination of those things reduce some problems related to engagement issues, as

demonstrated by the results of this research, as well as enable students to learn holistically. Seeing these facts, therefore, the humorous video ads have a great impact on the teaching and

learning process in the English listening skill subject.

5.2 Limitation

There are some limitations related to this research. First, this research was conducted only for nine fourth-semester students, and there was no control group. Therefore, the results of

this research cannot be generalized. Second, the humorous video ads which were used in this research were selected by the researcher, as was depicted in chapter 3, no other parties were

involved. This would cause a potential bias.

5.3 Recommendation

Based on the conclusions and limitations of this research, there are some suggested recommendations. First, if teachers or lecturers intend to use humorous video ads in their teaching processes, they should be aware of the problems which appear in the first use of

humorous video ads. Some students lack confidence when they learn the humorous video ads in the initial stage, as revealed from the discussion in chapter 4. Therefore, it is recommended that

the students be notified in advance concerning the use of humorous video ads.

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characteristics as the authentic materials which have their own delicacies. Therefore, if teachers or lecturers want to use humorous video ads in teaching listening skill, they should use them as

an alternative not as the main teaching materials.

Third, if teachers or lecturers want to use humorous video ads in teaching listening skill subject, they should see the characteristics of the students in terms of their preferences toward

humor, for instance what types of humor are preferred by the majority of the students. Therefore, the humorous video ads chosen will be preferred by them and eventually will make them enjoy

the learning process.

Fourth, again, if teachers or lecturers want to use humorous video ads in teaching listening skill subject, they are supposed to consider the degree of difficulties in the humorous

video ads chosen. One of the ways is first tochoose the easiest humorous video ads in terms of language complexities and displays, then continue to the more difficult ones. Therefore, it is

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