a very selective audience. It makes magazines become the more reasonable media selected for the advertisers to reach the target audience.
According to Bovee and Arens 1986: 418-419, there are several special characteristics that attract advertisers to use magazines as an element of the
creative mix. Below are the special features of magazines: 1
Selectivity Magazines generally tend to reach a very selective audience. There are
magazines written for special-interest groups. “Golf Digest helps a golf club manufacturers reach golfers; Business Week reaches business-people; Seventeen
reaches teenage girls; and Ebony, a black-oriented magazine, helps advertisers reach the black market” Bovee and Arens, 1986: 418.
2 Flexibility
Magazines offer flexibility in both readership and advertising. For advertisers, magazines dare to offer “a great deal of flexibility in terms of the
type, size, and placement of the advertising material. Some magazines offer often at extra charge a variety of special options that can enhance the creative appeal of
the ad and increase attention and readership. Examples include gatefolds, bleed pages, inserts, and creative space buys” Belch and Belch, 1987: 403.
3 Color
Color sells. This fact can be seen through magazines. “Magazine color spreads a spectrum of exciting visual pleasure before the reader. Nowhere can
better color reproduction be seen than in the slick magazines. Color enhances image and identifies the package” Bovee and Arens, 1986: 418.
4 Authority and Believability
People believe what magazines say. Their influence affects people’s ideas, opinions, and desires. This enables magazines to counsel people on daily issues
and everyday-life topics. 5
Permanence For the advertiser who wants to communicate lasting information and
enjoyment, magazines give the reader more opportunity to appraise ads in considerable detail. Magazines also enable advertisers to generate reprints and
materials, which further promote and merchandise their corporate advertising campaigns.
6 Prestige
Advertising a product in such magazines as Sports Illustrated, Time, and House Beautiful provides the advertiser with prestige for the product. The
professionalism that publishers strive to maintain can be a great asset in building prestige through institutional advertising.
7 Cost Efficiency
By selecting the specific magazines and editions that reach prospects, the advertiser can keep wasted circulation to a minimum. The selling power of
magazines has been proved and results are measurable, so they are the growing choice of many leading advertisers.
There are also other advantages of using magazines as the creative media, such as extensive “pass-along” or secondary readership, more prospects than
salespeople do because of geographic or other reasons, and the possibility to reach PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
the hard-to-reach occupational groups, such as doctors and entertainment personalities.
B. Theoretical Framework
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 advertisers 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 for there are regulations of advertising to be obeyed.
They generally make indirect assertions, i.e. via presupposition. Thus, presupposition plays a big role in advertising language.
In this study, the writer tried to make research on presupposition in advertising language. She used descriptive method in her research in order that
she went deeper in it. Using the guidelines of the theory presented earlier, here, she tried to analyze what types of presupposition used in the advertisements of
one of English magazines in Indonesia by The Jakarta Post, WEEKENDER; she PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
also tried to find out the functions of presuppositions. There are two major theories in order to answer the problems formulated; they are The Types of
Presupposition and The Functions of Presuppositions in Advertising. The former theory is based on Yule 1996, and the last theory is taken from some experts,
such as Sells and Gonzalez 2002, O’Guinn, et al. 2003, Nilsen 1974, and Goddard 2003.
According to Yule 1996, there are six types of presupposition, namely, existential presupposition, factive presupposition, lexical presupposition,
structural presupposition, non-factive presupposition, and counterfactual presupposition. Those presuppositions are triggered by 13 kinds of
presuppositional signals presupposition triggers. They are definite description, factive verbs, implicative verbs, change of state verbs, iteratives, verbs of judging,
temporal clauses, cleft sentences, implicit clefts with stressed constituents, comparisons and contrasts, non-restrictive relative clauses, counterfactual
conditionals, and questions Levinson, 1983. Since advertising works to persuade consumers to purchase some products
or follow the idea and to gain the profits on it, there is an arena of business competition among advertisers. Thus, there must be laws that regulate them in
order to make the competition fair. Here, advertisers are not allowed to use direct assertion in their advertisers, but to use presupposition. Based on the theory in
Chapter II, there are four functions of presupposition in advertising. They are presenting the existence of the product or service, setting the implicit competition,
making short and memorable message, and establishing a virtual poetic world. PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
