3.5 Techniques of Data Analysis
Data analysis is the process of evaluating data using analytical and logical reasoning to examine each component of the data provided. This form of
analysis is just one of the many steps that must be completed when conducting a research experiment.
Data from various sources was gathered, reviewed, and then analyzed to form some sort of finding or conclusion. Thus, the technique of data analysis of
this study could be explained as follows : 1.
Dividing the slogans In this step, the researcher divided the data based on the grammatical
structure. The data would be divided into two parts, they were phrases slogan and sentences slogan. Phrases slogan was slogan that its form is phrase, and
sentences slogan was slogan that its form is sentence. 2.
Categorizing the data based on the types of presupposition After dividing the data into phrases and sentences, the researcher
revealed presupposition of each slogan in order to categorize the data based on the types of presupposition. The researcher used Yule‟s frame work 1996 :
27-30 that divides presupposition into fifteen categories to classify the data. They were existential presupposition, factive presupposition, lexical
presupposition, structural presupposition, non-factive presupposition, and counterfactual presupposition.
3. Finding out the presuppositional meanings of each slogans.
The researcher tried to find the presuppositional meaning of each slogan, in which the audiences could get some information about the products or
services. 4.
Drawing conclusion The final step was drawing conclusion in which the researcher concluded
the problem that have been discussed in the previous steps. In addition, the researcher will give her opinions and suggestions related to this problem.
CHAPTER IV DATA ANALYSIS
In this chapter, the researcher elaborates in detail the result of the analysis about presupposition on advertisement slogans. In analyzing the data, the
researcher used Yule ‟s framework 1996 : 27-30, which classified presupposition
into six types. They are existential presupposition, factive presupposition, lexical presupposition, structural presupposition, non-factive presupposition, and
counterfactual presupposition. The following is the findings of the data analysis which are described below.
The contents of this chapter are the result of analysis about presupposition in advertisements. The researcher analyzed types of presuppositions and the
presupposition meaning in advertisements from all of sentences in the advertisements that contains presupposition. Then, divided the sentence and
included them the type presupposition. Finally, the researcher analyzed presupposition meaning of sentences in advertisements.
4.1 The Findings of Presupposition on Advertisement Slogans