content analysis technique to analyze the presuppositions in WEEKENDER magazine’s advertisements.
In order to answer the problems formulated, she used the theory from Yule 1996 in classifying presuppositions. There are six types of presupposition
according to him, namely existential presupposition, factive presupposition, lexical presupposition, structural presupposition, non-factive presupposition, and
counterfactual presupposition. The writer counted how many types of presuppositions occur in WEEKENDER magazine’s advertisements. Here, she
needed a checklist to ease her job. Then, she found out the functions of presupposition in the advertisements by conducting library research. For the
second problem, the answer was generated from the language of advertising by Angela Goddard and theory of regulation of advertising by O’Guinn, Allen,
Semenik in the book Advertising and Integrated Brand Promotion.
F. Research Procedures
In order that the problems formulated in this study could be answered, the writer conducted five basic steps as the procedure of the research. The steps in an
order are elaborated as follows. 1.
Reviewing related literature The very beginning step that the writer did is conducting library research.
It was conducted earlier in order to find out the good topic for her research, which is a study on presupposition in advertising. It was also conducted to gather
important theories needed in this study so that all the information gathered in this PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
study would be much more reliable. Library research in this study involved reviewing books from the library, articles, and some other information on the
internet. It could also be so called reviewing on the related literature. It was conducted not only at the beginning of the research, but throughout the research.
2. Deciding the advertisements
The second step that the writer did is deciding the advertisements to be studied. In this research, the writer chose the advertisements in WEEKENDER
magazine issued in one year editions, from January – December 2007. She chose WEEKENDER magazine since it is an English magazine published by The Jakarta
Post which is dedicated to give more value to subscribers and more space for advertisers. Thus, there will be so many advertisements can be found. However,
the writer only focused on 100 advertisements that she chose randomly to be analyzed. Since this magazine is targeted to high-intellectuals, which are middle-
high community, WEEKENDER magazine has a little bit complicated and sophisticated language of advertising. Yet, the presuppositions in its
advertisements are still interesting to be analyzed. 3.
Gathering the data The next step to be conducted is gathering the data. The presuppositions
from the copy parts of the advertisements, whether they are in the headlines, subheads, bodycopies, or slogans, were read and gathered as the data. Then, the
writer retyped the sentences or phrases containing presuppositions. Here, the writer prepared a sheet to note down the sentences, the phrases, or the slogans in
