Types of Presupposition in Advertisement

factive presupposition, lexical presupposition, structural presupposition, and non- factive presupposition. The first type is existential presupposition. It typically presupposes the existence of something or some ideas. It is usually triggered by definite descriptions which are formed by using proper names, definite article, demonstrative pronoun and possessives. Below are the ads seen in WEEKENDER magazine in year 2007 that carries existential presuppositions. 1 FRED Lunettes January 2007, p. 7 2 POLICE SUNGLASSES February, p. 9 3 RAOUL February, p. 17 4 KENZO AMOUR March, p. 3 5 AIGNER March, p. 5 6 bebe April, p. 7 7 Massimo Dutti April, p. 21 8 PARMIGIANI April, p. 68 9 HUGO BOSS May, p. 17 10 May, p. 25 11 LOUIS VUITTON eyewear June, p.5 12 Baker Furniture June, p. 9 13 BCA Platinum Card June, p. 13 14 TAG Heuer June, p. 23 15 Folli Follie jewellery watches accessories June, p. 23 16 Ermenegildo Zegna July, p. 21 17 Cartier July, p. 68 18 LOUIS VUITTON August, p. 5 19 ckIN2U August, p. 17 20 BOSS femme August, p. 21 21 TOMFORD EYEWEAR September, p. 21 22 Flower by Kenzo October, p. 3 23 Pelotas by CAMPER October, p. 19 24 LOEWE Ami Aire November, p. 2 There are twenty four ads in WEEKENDER 2007 that use the simplest way of existential presupposition. In ad 1 – 24, they all have the same characteristic that they presuppose the existence of the product by simply mentioning proper names, which are definitely the brand names. In order to specify the product, the advertisers use image or sometimes mention the type of the product, flavor, variant scent, or usage. In ad 9, the advertiser uses the startling image of two men and a woman in an elegant and classy outlook to advertise BOSS perfume. The perfume advertised becomes more specific in fragrance by putting a man in the center of the ad and mentioning the name of the fragrance, HUGO BOSS, which makes the readers decode that the perfume is for men; whereas in ad 20, it is presupposes the existence of feminine fragrance from BOSS perfume, by mentioning the name of the fragrance, BOSS femme, and the image of a gorgeous lady. It is nearly the same strategy with KENZO perfume in ad 4 and ad 22. The KENZO advertiser specifies the product by mentioning the fragrance of the perfume advertised, which are love amour and flower PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI fragrance. Thus, ad 22, Flower by Kenzo, presupposes flower scent exists in Kenzo perfume. In ad 1, 2, 14, 15, 17, 21, and 23, the advertisers mention the type of the product they advertised. FRED 1, POLICE 2, TAG Heuer 14, Cartier 17, and TOMFORD 21, they all mention their products which are glasses. FRED uses French word to represent glasses, lunettes. The type of the glasses they advertised are based on the images they present. They might be glasses for reading FRED, glasses for sport TAG Heuer, sunglasses POLICE, or glasses for fashion TOMFORD. Therefore, ad 1, FRED Lunettes, presupposes there are glasses for reading by FRED, and so do the rest ads. Ad 12, Baker Furniture, presupposes there are furniture products by Baker. Ad 15, Folli Follie jewellery watches accessories, presupposes there are jewellery, watches, and accessories by Folli Follie. Ad 23, pelotas by CAMPER, presupposes there are pelotas shoes by CAMPER. Pelotas is the model of the shoes; it is like sneakers. The rest ads, RAOUL, AIGNER, bebe, Massimo Dutti, PARMIGIANI, NIKE, LOUIS VUITTON eyewear, BCA Platinum Card, Ermenegildo Zegna, LOUIS VUITTON bags, ckIN2U, and LOEWE Ami Aire, are very confident by only mentioning their brand name and using images in advertising their products. This might be because they believe they have placed their ads in a magazine suitable for their market so that the readers can familiarly decode the message in the ads. For example, NIKE in ad 10 only uses the image of shoes they advertised and their brand symbol, the swoosh, to show the existence of their products. In ads using existential presupposition, there are some that use year of the very first launch to show their long dedication to their products. There are also some that mention the origin of their products or the name of the designer of the products to gain the trust of the quality. For example in these following ads: 25 BLUSH –MARC JACOBS- January, p. 17 26 ALAIN FIGARET –PARIS- January, p. 19 27 BALLY since 1851. March, p. 11 28 LONGCHAMP Paris April, p. 9 29 COACH. EST 1941 May, p. 2 30 GUESS by MARCIANO October, p. 15 31 BRUNOMAGLI. MAGLI BOLOGNA SINCE 1936 December, p. 5 Some also use famous figures to gain the fame. They are: 32 Jude Law exclusively at Dunhill. March, p. 21 33 DAVIDOFF Cool Water. Featuring Josh Holloway August, p. 13 Although the above ads using famous figures to present the products, they all still presuppose the existence of the products. Thus ad 31, Jude Law exclusively at Dunhill, presupposes there is clothing brand named Dunhill and Jude Law looks exclusive in it. Another trigger for existential presupposition is definite articles. Below are some ads in WEEKENDER that use the trigger. The symbol stands for ‘presupposes’ and the triggers are underlined: PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 34 Step into the glamorous world of the multi-brands boutique April, p. 5 There exists a glamorous world of the multi-brands boutique. 35 Early birds do catch the hottest fares in winter. September, p. 5 There are hottest fares in winter. As Levinson’s statement, possessives also carry existential presupposition like shown in these ads: 36 L’Occitane has extracted essential oil from the flower to develop its unique Immortelle skincare range to preserve the youthful appearance of your skin. January, p. 67 It L’Occitane has unique immortelle skincare range. You have skin. 37 MICHAEL SCHUMACHER. MY CHOICE. OMEGA January, p. 68 I have choice. 38 Our Foundation Diploma programs prepare students for university study in Australia, Singapore, Malaysia the UK. February, p. 5 We have Foundation Diploma programs. 39 With your purchase of a Montblanc TimeWalker, you are supporting a significant donation by Nicholas Cage and Montblanc to the “Heal the Bay” organization. February, p. 23 You have a purchase of a Montblanc TimeWalker. 40 Double chin, but nobody notices. Everyone’s looking at your glasses. March, p. 23 You have glasses. 41 It’s your office on the go… May, p. 11 You have office on the go. 42 Its buoyant appeal, easily gratifies any vivacious woman who wants to make a statement. May, p. 13 It has buoyant appeal. 43 With its solid reputation in clinical expertise, highly-trained medical workforce, a well-regulated health environment, the availability of the latest medical technology and good medical infrastructure. June, p. 17 It has a solid reputation in clinical expertise, highly-trained medical workforce, a well-regulated health environment, the availability of the latest medical technology and good medical infrastructure. 44 Get your free flights faster than ever. September, p. 3 You have free flights faster than ever. 45 Revive the significance of the holy month of Ramadan with loved ones and business associates as you dine in our “Iftar” break-fasting menu. September, p. 23 We have “Iftar” break-fasting menu. 46 Moisturize your skin with the herbal way… November, p. 17 You have skin. The other ads in WEEKENDER magazine applying existential presupposition are as follows: 47 Relax and be pampered by luxurious accommodation and first-class facilities. January, p. 11 There are luxurious accommodation and first-class facilities in Hotel Nikko Kuala Lumpur. 48 Elegance is an attitude. January, p. 23 There is elegance in LONGINES watch. 49 Heavy Metal means better Sundays. March, p. 13 There is heavy metal music in Oakley Thump Pro. 50 No ordinary designer label March, p. 27 TED BAKER is a designer label. 51 Uptown Downtown June, p. 3 There are two areas in society, uptown and downtown. In ad 50, LONGINES watch sets its slogan, elegance is an attitude. It presupposes there is elegance in LONGINES watch. People can always identify elegance. “Everywhere, elegance is associated with a certain reserve and balance. Of course, it can often come with a small dose of eccentricity just look at our English friends, but in general, it has a certain “harmony”. There is a “consistency” in its various forms, colours, and proportions, which come together well to create a nice equilibrium” Maillard, 2005. We see elegance everywhere, on a person with simple T-shirt, or even nude on the beach. “Elegance is an attitude, a place that we are in. In this way, everyone can be elegant” Bégot in Maillard, 2005. LONGINES as the company finds the concrete role-model of this attitude of elegance. There are Audrey Hepburn, Humphrey Bogart, Aiswarya Rai, Aaron Kwok, etc. The choosing of the brand’s ambassadors does not always be dominated by Western celebrities. In the ad, Aaron Kwok is a Chinese actor PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI and he deserves to represent the elegance. This is important because Elegance should not divide people; on the contrary, it should bring them together. Elegance is a question of style, of personality. In this sense, elegance is somewhat democratic, and corresponds fairly closely to Longines’ intended positioning: elegant watches with an affordable pricequality ratio, because elegance is not a question of wealth. It is, above all, let’s repeat, a question of attitude. The second type of presupposition is factive presupposition. This kind of presupposition presupposes truth of what is stated. It is usually triggered by verb like know, realize, regret, surprised, be aware, be odd and a fairly large number of other verbs, predicate adjectives, and predicate nouns which take a clause as subject or object. Below are the factive presuppositions: 52 Awarded the honor of Best French Wine Maker in 1994 by the leading culinary publication Gault Millau, Anselme Selosse is viewed worldwide as Champagne’s leading cult producer, rivaling all contenders with his unique and authentic wines. February, p. 11 Anselme Selosse was awarded the honor of Best French Wine Maker in 1994 by the leading culinary publication Gault Millau. 53 When the roads demand precision February, p. 13 The roads demand precision. 54 Come to where the flavour is. Marlboro Country. March, p. 7 The flavour comes from Marlboro Country. 55 The team are embarking on this mission of a lifetime to raise funds for Standard Chartered Bank’s charity, Seeing is Believing, seeking to help Vision 20:20 eradicate preventable blindness in developing countries around the world. April, p. 13 Seeing is Believing is a Standard Chartered Bank’s charity. 56 YOU.C1000, with 1000 mg of Vitamin C from natural ingredients for the most refreshing taste. April, p. 34 YOU C1000 has 1000 mg of Vitamin C from natural ingredients. 57 Get the ultimate digital lifestyle experience at Apple Demo Days and see why you’ll love a Mac May, p. 5 You will love a Mac. 58 Seeing the game through 6.2 million pixels on a large screen Aquos makes that obvious. July, p. 7 Aquos has 6.2 million pixels screen. 59 Modern and stylish look, VeNUS TILES will redefine your taste, your level of life and your pride. September, p. 7 VeNUS TILES has modern and stylish look. 60 Located in the prestigious Nusa Dua, St. Regis Resort Residences, Bali, offers facilities and personalized services that redefine luxury resort living second to none. October, p. 7 St. Regis Resort Residences is located in the prestigious Nusa Dua, Bali. 61 Introducing Saving Plus+, the new breed of savings account that gives you so much more: November, p. 9 Saving Plus+ is the new breed of savings account. 62 Managed by Anantara, a prestigious 5 star Hotel Resort Spa Management Company www.anantara.com November, p. 51 Anantara is a prestigious 5 star Hotel Resort Spa Management Company. 63 You will get your XL Local Roaming Number automatically to your mobile, while you can still use your original number, both at the same time. December, p. 3 You can still use your original number and your XL Local Roaming Number at the same time. 64 Celebrate the enchanment of Christmas or revel in the joy of the New Year in the elegant surroundings of the Sriwijaya where only the finest foods, premium wines and champagnes are served with our hallmark of quality and perfection. December, p. 9 Sriwijaya is the place the finest foods, premium wines and champagnes are served with the hallmark of quality and perfection. The third type is lexical presupposition. Unlike factive presupposition, lexical presupposition presupposes an unstated concept. Below are the lexical presuppositions: 65 Quality is never an accident, it is always the result of high intention. Newly Refurbished Grand Café. January, p. 5 Something in Grand Café is being improved and it is the quality. 66 6 stars hotel facilities services January, p. 21 The hotel’s facilities and services reach level 6 of excellence. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI In the context of hotel, star shows the level of excellence. The higher number of star given, the more excellent the hotel is. 67 Change of telephone number and office hour. February, p. 15 The former telephone number and office hour are not valid anymore. 68 We’ll be back. February, p. 21 We come not only once. 69 Uncompromising luxury and sport March, p. 17 Luxury and sport have different sides. 70 LAST CHANCE 3 units left, take action and do yourself a favour. March, p. 67 There were chances given before. 71 It’s going to be the most vibrant showcase of cultures you’ll ever see. April, p. 17 There is no other vibrant showcase of cultures can compare to Colours of Malaysia 2007. 72 What a better way to wind up a fabulous weekend than with a lavish gourmet brunch at Shy. May, p. 9 A lavish gourmet brunch at Shy is the best way to wind up a fabulous weekend. 73 Installment 60 months 0 interest May, p. 67 There is no interest for 60 months installment. 74 With the New Nissan X-Trail, now you can discover the true meaning of driving excitement anywhere you drive. May, p. 68 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI You could not discover the true meaning of driving excitement in the past. 75 Introducing a collection that gives a whole meaning to the word elegance June, p. 25 VIVERE has never been brought publicly for the first time. 76 2 tickets to attend the International Premiere of The Bourne Ultimatum in London. June, p. 68 The movie The Bourne Ultimatum has never been publicly played before. 77 Enjoy a complimentary fourth night’s stay at Mandarin Oriental in Hong Kong and Singapore. July, p. 9 A fourth night’s stay at Mandarin Oriental in Hong Kong and Singapore is not required for specified payment for MasterCard cardholders. In the context of commercial advertising, the word ‘free’ means ‘free from payment’ or ‘without payment’. 78 Let’s turn to a good night’s sleep when the sky rests. July, p. 19 You had a good night’s sleep before. 79 Now you can play hide and seek with the sun July, p. 23 You could not play hide and seek with the sun before. 80 Thank you. July, p. 67 Someone or a group of people has been meritorious to ULTRA MILK company. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI 81 Special Package Matrix and Indosat broadband 3.5G August, p. 11 Matrix and Indosat broadband 3.5G are sold as a single unit. 82 16 Aug – 16 Sept 007 August, p. 67 There are 32 days of special offer. 83 Introducing new addition to Hotel Mulia Senayan’s team of culinary experts: Chef Flavio Manzony. September, p. 11 Il Mare Hotel Mulia Senayan has more than one culinary expert. 84 Discount up to 18 September, p. 67 17 or below of the price is free of charge. 85 Be anything but obvious September, p. 68 Obviousness is important. 86 Portovenere Italian Restaurant is available for lunch and dinner. October, p. 51 Portovenere Italian Restaurant opens at specified hours. 87 Experience The Most Delicious Cookery All in WaTa Kitchen October,

p. 55 WaTa Kitchen offers food. WaTa Kitchen is a restaurant.

88 Limited seat RSVP: 021.5287 1234 or Kun Witarso at 0817 747 799 November, p. 11 You have to inform about your attendance. RSVP is the abbreviation of Répondez S’ill Vous Plaît. It is French words. It means ‘please reply’. 89 Enjoy your trip more with EVA Air’s 777-300ER Economy Class November, p. 57 You enjoyed your trip in the past. 90 It’s not only a TV, it’s a window to a new height of realism. p. 7 It is a TV. 91 Try Macau, Fly Viva Macau December, p. 11 Let’s travel in an aircraft to Macau. In the context of tourism, the word ‘fly’ means ‘travel in an aircraft or a spacecraft. 92 Special X-MEN trilogy marathon Dec 31 from 6:15PM onwards December, p. 13 There are 3 series of X-MEN movies. The fourth type is structural presupposition. This kind of presupposition presupposes that part of structure is already assumed to be true. Below are the structural presuppositions: 93 Isn’t it time you make this luxury your own? January, p. 9 It is time you make this luxury your own or it is not time you make this luxury your own. 94 Do you want a double degree without leaving Indonesia? February, p. 67 You want a double degree without leaving Indonesia or you do not want a double degree without leaving Indonesia. 95 Do you live an Intercontinental life? May, p. 19 You live an Intercontinental life or you do not live an Intercontinental life. 96 Sounds too good to be true? August, p. 9 It sounds too good to be true or it does not sound too good to be true. 97 Are you cool enough to be an Oakley shop staff? September, p. 19 You are cool enough to be an Oakley shop staff or you are not cool enough to be an Oakley shop staff. 98 Are we that different? October, p. 67 We are that different or we are not that different. The last type is non-factive presupposition. This type of presupposition is opposite to factive presupposition. The information carried is considered not true or unreal. Below are the non-factive presuppositions: 99 Imagine you can have it all January, p. 15 You do not have it all. 100 Now it feels like I have a new pair of eyes… September, p. 9 I do not have a new pair of eyes.

B. Functions of Presupposition in Advertisement

In this section, the writer describes the functions of presupposition in WEEKENDER magazine’s advertisements that she found by conducting library research. Here, she used the theory from Chapter II, The Functions of Presupposition in Advertising, as the main foundation in her analyzing. The language of advertising is unique. It is different from the daily-life language. Its language is persuasive. The language of advertising is the language that is used in efforts to persuade or otherwise entice people to purchase products or service Asher, 1994: 42-44, either for purposes of direct action or indirect action. Thus, the advertisers have to find ways to shout at the readers from the page. In order to shout at the readers, the advertisers must use the attention seeking devices that the media provide, in this case print media, magazines particularly. Whether it is from the image, verbal text, or layout, the copywriters have to be very creative in designing the attractive and catchy advertisements to promote their products and ideas. Moreover, they are not allowed to make direct assertion about their products. They generally make indirect assertions, i.e. via presupposition. Thus, presupposition plays a big role in advertising language to help it realizing its functions. From the analysis conducted to 100 ads of WEEKENDER magazine issued in year 2007, there are some uses of presuppositions that are elaborated as follows: 1 Presenting the existence of the product or service Instead of using assertion, advertisers can use presupposition for certain purposes. Presupposition can be used to deliver the message of the advertisement to make “the reader to consider the existence of objects, propositions, and culturally defined behavioral properties” Sells and Gonzalez, 2002. Such function is found in advertisements using existential presupposition, for example: