exists in the marketplace as significant competition. Third, the competition should be fairly and properly identified, but never in a manner or tone of voice that
degrades the competitive product or service. Fourth, the advertising should compare related or similar properties or ingredients of the product, dimension to
dimension, feature to feature. Fifth, the identification should be for honest comparison purposes and not simply to upgrade by association. Sixth, if a
competitive test is conducted, it should be done by an objective testing source, preferably an independent one, so that there will be no doubt as to the veracity of
the test. Seventh, in all cases, the test should be supportive of all claims made in the advertising based on the test. Eighth, the advertising should never use partial
results or stress insignificant differences to cause the consumer to draw an improper conclusion. Ninth, the property being compared should be significant in
terms of value or usefulness of the product to the consumer. And the last, comparatives delivered through the use of testimonials should not imply that the
testimonial is more than one individual’s thought unless that individual represents a sample of the majority viewpoint.
Finally, some firms are so powerful in their use of advertising that monopoly power by the virtue of the advertising can be come a problem. This
issue normally arises in the context of mergers and acquisitions.
c. Advertising to Children
Critics argue that continually bombarding children with persuasive stimuli can alter their motivation and behavior. Thus, some guidelines are made for
advertising directed at children. These guidelines emphasize that advertisers PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
should be sensitive to the level of knowledge and sophistication of children as decision makers. The guidelines also urge advertisers to make a constructive
contribution to the social development of children by emphasizing positive social standards in advertising, such as friendship, kindness, honesty, and generosity.
Similarly, the major television networks have set their own guidelines for advertising aimed at children. The guidelines restrict the use of celebrities,
prohibit exhortive language such as “Go ask Dad”, and restrict the use of animation to one-third of the total time of the commercial.
4. Theories on Presupposition
Under the field of pragmatics, presupposition is an interesting topic to deal with. Pragmatics, which is “the general study of how context influences the way
sentences convey information” Brown, 1983: 227, gives a vast space for presupposition to us to study. Although pragmatics, presupposition particularly,
becomes an additional topic in the subject of Semantics when the writer was in semester 6, the writer is attracted to explore further about presupposition and do a
study on it.
a. What is Presupposition?
When we discuss about presupposition, we will discuss about pragmatics. Pragmatics deals with linguistic performance. It is the way people’s use of
language in contexts. Context, according to ideaPivot.com, is the environment or situation in which something exists or occurs. The human mind uses context to
manage a massive amount of information from a myriad of different situations, PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
