Factive Presupposition Lexical Presupposition

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CHAPTER III METHODOLOGY

This part will be divided into three subparts that are object of the study, approach of the study, and method of the study.

A. Object of the Study

The objects which are used in this study are cosmetics advertisements. It is one of the types of advertisement that advertises lipstick, eyeliner, powder, blush on, etc. The researcher chooses 20 advertisements from 10 cosmetic brands. Those cosmetic brands are Olay, Avon, Loreal, Neutrogenea, Nivea, Lancome, Dove, Este Launder, Biore, and Shiseido.

1. Olay

The history of Olay started in 1950s. A chemist named Graham Wulff created this cosmetic as a present for his wife Dinah. That was the moment of the forerunner of the legendary Oil of Olay Beauty Fluid http:www.olay.com.sg PagesHistoryofOlayOlay.aspx.

2. Avon

David H. McConnell is the founder of the cosmetic brand, Avon. He was a travelling book salesperson and offered beauty products as an additional perk to his female customers. Then, in the 19th century, he offered women a chance at financial independence http:www.avoncompany.comaboutavonhistory mccon nell.html. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 22

3. L’Oréal

L’Oréal is a cosmetic brands founded by Eugène Schueller in 1909. The history of this brand was started when Eugène Schueller formulated the first hair dyes. It was manufactured and sold to Parisian hairdressers. L’Oréal group has a motto which is “Savoir saisir ce qui commence” seize new opportunities http: www.loreal.comgrouphistory.

4. Neutrogena

In 1930, Emanuel Stolaroff, known as the founder of this brand, started a small specialty cosmetic company called Natone. It was a supplier to beauty salons at that time. Then, in 1940’s, this company started to manufacturing and distributing cosmetics for retail market http:www.neutrogena.comcategory why+neutrogena.do.

5. Nivea

The name NIVEA that was created by Dr. Troplowitz comes from Latin words nix snow and nivis of snow. The name was inspired by the snow-white color. NIVEA was launched on December 1911. The story of NIVEA began when the potential of Eucerit was found. It was useful to bind water and oil into a stable cream, and was first intended for use in the medical field http:www. nivea.co.ukabout-usbeiersdorfNIVEAHistorystorieshow-it-all-began.

6. Lancome

Lancome was founded in 1935 by Armand Petitjean. It is a French luxury cosmetics house that has been owned by LOreal since 1964 http:www.forbes. comcompanieslancome.