3. For Sanata Dharma University:
The result of this study can be used as a reference to support future relevant studies done by students of Sanata Dharma University.
F. Definition of Terms
1. Advertisement
Advertisement is “a marketing tool that helps sell brands of products and helps to build confidence in companies and institutions by conveying accurate and
compelling information to consumers about the brand or company or institution” Weilbacher, 1984: 8. It is being compared to the term advertising, which is seen
as an act of communication the purpose of which is to convey concepts about companies, goods, and services by means of words, pictures, diagrams, sounds,
music, color, shapes, and symbols on two levels of significance; the rational and the emotional Kelly, 1967: 404. If the advertising is an act of persuasive
communication; advertisement is a tool of the act of advertising. 2.
Advertising Language Advertising is an act of persuasive communication conveying about a
product, service, organization, or ideas. It is obvious that the language of advertising is persuasive. It is not, however, like the everyday-life-language. It is
unique. Becoming more unique when the advertisers use their creativity in order to grab people’s attention through what we call advertisement.
3. Presupposition
Presuppositions are the linguistic term for “implicit assumptions that the speakers make about the real world; and the sense of an utterance may depend on
those assumptions” Fromkin et al., 2003: 216. It means that presupposition is a background belief that the speaker shares to the listener. For instance, if someone
says Mary’s car is red, the listener will take the understanding that Mary has a car without the speaker saying it explicitly.
4. WEEKENDER Magazine
WEEKENDER magazine is a printed monthly by The Jakarta Post, the famous English newspaper industry targeted at high-intellectuals. This magazine
was launched in the beginning of year 2007. It is dedicated to give more value to subscribers and more space for advertisers. 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.
WEEKENDER is a monthly magazine; it is usually published in the middle of the month. In this thesis, the writer will take the first year’s editions of the magazine
in order to limit the subject of population.
