E.g.: She dreamed that she was married She was not married
6. Counterfactual Presupposition: what is presupposed is not only not true, but
also the opposite of what is true, or ‘contrary to facts’. E.g.:
If you were my daughter, I would not allow you to do this You are not my daughter
The writer chooses Newsweek magazines since they have different kind of product’s advertisements. Then, the advertised product in this magazine is also exists in
Indonesia. Based on the previous explanations, the writer is interested in analyzing the type
of presupposition and the presupposition of utterance in advertisement.
1.2 Problems of the Analysis
The problems of this study are formulated by these research questions: 1.
What types of presupposition are found in the slogan of Newsweek magazine’s advertisements?
2. What do the utterances in the advertisements slogan presuppose?
1.3 Objectives of the Analysis
The objectives of this analysis are: 1.
Identifying types of presupposition found in the slogan of Newsweek magazine’s advertisements.
2. Describing the presupposition of utterances in the advertisements slogan.
1.4 Scope of the Analysis
In this thesis, writer focuses in advertisements slogan in Newsweek magazine to identify the type of presuppositions and the presupposition of utterance in advertisement
slogan.
1.5 Significances of the Analysis
The results of the analysis are expected to have benefits both theoretically and practically. Theoretically, this paper is hopefully useful to develop the understanding of
Pragmatics especially in presupposition.Practically, this paper can make us as the readers know about the language which is used in advertisements especially in
magazine’s advertisements. So, we know more about the advertised products by knowing their indirect assertion in advertisements.
1.6 Method of the Analysis
In the process of doing this thesis, the writer applies the library research method. The data are collected from Newsweek magazines edition August, September and
October 2010. This analysis is focused on presupposition in the advertisement in magazine mentioned above. The writer takes five advertisements for every edition to be
analyzed. In finishing this analysis, the writer collects from supporting data by reading and selecting certain textbook. These are certainly related to the pragmatic and
presupposition theory.
1.7 Review of Related Literatures
There are some theses that are reviewed in order to support this analysis. Panggabean 2006 in his thesis “Presuppositions in Speech by the President of
Republic of Indonesia, Megawati SoekarnoPutri at AFTA 2002 Symposium, Jakarta 31 January 2002” gets the result that there is no non-factive presupposition in the text of
speech.
Hidayati 2009 in her thesis “presuppositions of selected slogans in outdoor advertisements” gets result that 3 types of presuppositions are found in the selected
slogans of outdoor advertisements. They are Existential Presupposition, Lexical Presupposition and Factive Presupposition. It is also concluded that all utterances or
sentences have presuppositions as the hidden meaning of what they speakers or writers mean.
CHAPTER II THEORITICAL FRAMEWORK
