PRESUPPOSITION IN TELEVISION COSMETIC ADVERTISEMENTS. POSTGRADUATE SCHOOL OF THE STATE UNIVERSITY OF MEDAN.

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PRESUPPOSITION IN TELEVISION COSMETIC

A Thesis

Submitted to the English Applied Linguistics Study Program in Partial Fulfillment of the Requirement for the Degree of

Magister Humaniora

By:

HISKIA MANURUNG Registration Number: 8126111009

ENGLISH APPLIED LINGUISTICS STUDY PROGRAM

POSTGRADUATE SCHOOL

STATE UNIVERSITY OF MEDAN

MEDAN

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ACKNOWLEDGEMENT

The Writer would like to praise and thank Jesus Christ for all the countless chance, and time which has been given for one after another achievement such as to complete this thesis.

In the completion of this thesis, the writer wishes to acknowledge his deepest gratitude for all generous guidance and assistance which has been given to him by a lot of handful people. The writer would like to appreciate two of his advisors, Prof. Dr. Lince Sihombing, M.Pd. as his first advisor and Prof. Dr. Sumarsih, M.Pd. as his second advisor for their valuable time and effort to guide and revise through the completion of this thesis.

His appreciation also goes to Prof. Busmin Gurning, M.Pd. as the head of English Applied Linguistics Program and Dr. Sri Minda Murni, M.S. as the secretary of English Applied Linguistics Program who have assisted him in processing the administration requirements during the process of his studies in the Post Graduate Program of the State University of Medan.

The writer’s sincere gratitude also goes to his reviewers or examiners; Prof. Dr. Berlin Sibarani, M.Pd., Dr. I Wayan Dirgayasa Tangkas, M. Hum., and Dr. Siti Aisyah Ginting, M.Pd. Their Valuable suggestions and improvements for this thesis are highly appreciated. He also would like to express his gratitude for all the lecturers from the first through the last lectures during the academic years of LTBI one can go and leave, but their teaching will always remain. Then, his gratitude goes to the students of LTBI A2 XXI, who had given him encouragement, experience and fun time altogether for the whole semesters. The

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laugh and joy, the fun and pleasure together will always go beyond the academic experiences in writing this thesis, Mahfuz, Ira, Maya, Isma, Nurhalimah, Rina, Raden, and all of his colleagues are all valuable and inspiring when writing the thesis. His thanks also dedicated to Bang Farid for his countless assistance in every administrative process and made the task easier.

A special thanks for Januar Tumbuan Manurung and Yosephine, Ronni and Irvan as his special comrades for a special friendship in a special world in his life. Words are not enough to describe.

The last and very special thanks for his parents Rusdin Manurung and Herlin Saragih who always provide everything that a son can ask. Gratitude will never be enough for the two real heroes.

Medan, August 26th 2015 The writer,

Hiskia Manurung. Reg. No. 8126111009

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ABSTRACT

HISKIA MANURUNG. Presupposition in Television Cosmetic Advertisements. Postgraduate School of the State University of Medan, 2015. This study is focused on the study of presupposition in the claims of television cosmetic advertisements. The aims of this study is to find out the types of presupposition, to identify the types of information content and the advertisement message appeals employed in the claims of the television cosmetic advertisements and to explain the reason of the use of presupposition in the claims of television cosmetic advertisements. This research was conducted by using qualitative content analysis method. The objects of the study were 76 advertisements in five different cosmetic advertisements category aired from January 2014 to December 2014 by using homogenous-purposive sampling method. The data were the utterances in the television cosmetic advertisements which indicate the claim of the advertised product. The data analyzed by using the theory of presupposition proposed by Yule, Resnik and Stern’s Framework to objectively measure the information content of advertisements and Pollay’s framework for message appeals analysis. The result of the study were; three types of presupposition found in the claims of television cosmetic advertisements: (1) existential presupposition, (2) Lexical presupposition (3) Structural Presupposition. Other types of presupposition did not present in the study. The types of information content found in the claims of television cosmetic advertisements were: Content of the product, Availability of the advertised product, New Ideas and Characteristics of the product. The study showed that the claims of cosmetic television advertisement were informative. The advertisement message appeals used both rational and emotional appeals in the claims of television cosmetic advertisements. The types of message appeals found were: affiliation, convenience, distinctive, durable, enjoyment, family, natural, safety, technology, and vain. The reasons of presupposition use in the claims of cosmetic advertisements are intended by the advertisers to achieve several ways such as: (1) as a linguistic device for implicit competition (2) Causing the audience to consider the existence of a certain product, (3) Presupposing the audience cultural and social values reflection to attract audience personal interest, and (4) making the advertisements short and memorable in the eyes of the audience mind.

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ABSTRACT

HISKIA MANURUNG. Presupposition In Television Cosmetic Advertisements. Postgraduate School of the State University of Medan, 2015 Penelitian ini difokuskan pada studi makna praangapan dalam klaim iklan kosmetik televisi. Tujuan dari penelitian ini adalah untuk mengetahui jenis praangapan, untuk mengidentifikasi jenis konten informasi dan banding pesan iklan yang digunakan dalam klaim dari iklan kosmetik televisi dan menjelaskan alasan penggunaan pengandaian dalam klaim televisi iklan kosmetik. Penelitian ini dilakukan dengan menggunakan metode analisis isi kualitatif. Objek penelitian ini adalah 76 iklan dalam lima kategori yang berbeda iklan kosmetik ditayangkan dari Januari 2014 untuk Desember 2014 dengan menggunakan metode homogen-purposive sampling. Data adalah ucapan dalam iklan kosmetik televisi yang menunjukkan klaim produk yang diiklankan. Data dianalisis dengan menggunakan teori praangapan yang diusulkan oleh Yule, model perangkat informasi dari Resnik dan Stern untuk mengukur secara obyektif isi informasi iklan dan kerangka informasi dari Pollay untuk analisa banding pesan. Hasil penelitian ini adalah; tiga jenis praduga ditemukan di klaim iklan kosmetik televisi: (1) praangapan eksistensial, (2) praangapan leksikal (3) praangapan struktural. Jenis lain dari pengandaian tidak hadir dalam penelitian ini. Jenis konten informasi yang ditemukan dalam klaim iklan televisi kosmetik adalah: konten dari produk, ketersediaan produk yang diiklankan, ide baru dan karakteristik produk. Studi ini menunjukkan bahwa klaim iklan televisi kosmetik bersifat informatif. Banding pesan iklan yang digunakan adalah banding rasional dan emosional dalam klaim iklan televisi kosmetik. Jenis banding pesan ditemukan adalah: afiliasi, kenyamanan, sifat khas, daya tahan produk, kenikmatan, keluarga, alami, aman, teknologi, dan kecantikan. Alasan penggunaan praangapan dalam klaim iklan kosmetik dimaksudkan oleh pengiklan untuk mencapai beberapa hal sebagai berikut: (1) sebagai perangkat linguistik untuk kompetisi implisit (2) Menyebabkan penonton untuk mempertimbangkan keberadaan produk tertentu, (3 ) mengandaikan penonton dengan nilai-nilai budaya dan refleksi sosial tertentu untuk menarik perhatian pribadi penonton, dan (4) membuat iklan menjadi singkat dan mengesankan di mata pikiran penonton.

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ACKNOWLEDGEMENT ... i

ABSTRACT ... iii

ABSTRAK ... iv

TABLE OF CONTENTS ... v

LIST OF TABLES ... viii

LIST OF APPENDICES ... ix

CHAPTER I: INTRODUCTION ... 1

1.1. The Background of the Study ... 1

1.2. The Problem of the Study ... 6

1.3. The Objective of the Study ... 6

1.4. The Scope of the Study ... 7

1.5. The Significance of the Study ... 7

CHAPTER II: REVIEW OF LITERATURE... 9

2.1. Presupposition ... 9

2.1.1. Semantic presupposition ... 10

2.1.2. Pragmatic presupposition ... 12

2.1.2.1. The Characteristic of Pragmatic Presupposition ... 13

2.1.2.2. The Classification of Pragmatic Presupposition ... 18

2.1.2.2.1. Existential Presupposition... 18

2.1.2.2.2. Factive Presupposition ... 19

2.1.2.2.3. Lexical Presupposition ... 19

2.1.2.2.4. Non-Factive Presupposition ... 20

2.1.2.2.5. Structural Presupposition ... 21

2.1.2.2.6. Counterfactual Presupposition ... 21

2.2. Advertisement ... 22

2.2.1. Types of Advertisement ... 22

2.2.2. Functions of Advertisement ... 26

2.2.3 The Characteristics of the Language Advertisement ... 28

2.2.4. Language functions in advertisement ... 29

2.3. Information Content In advertisement ... 31

2.4 Advertising Message Appeals in Advertisement ... 32

2.4.1. Emotional Appeal in Advertisement ... 33

2.4. 2. Rational Appeal in Advertisement ... 35

2.5. Advertisement Claim... 37

2.6. The Use of Presupposition in Advertisements... 37

2.7. Cosmetic Advertisement ... 40

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2.9. Conceptual Framework ... 44

CHAPTER III: RESEARCH METHODOLOGY ... 47

3.1 Research Design ... 47

3.2 The Source of Data and Data ... 48

3.3 Technique of Data Collection ... 49

3.4 Instruments of Data Collection ... 49

3.5 The Technique of Data Analysis ... 50

3.6 Trustworthiness of the Study ... 54

CHAPTER IV: DATA ANALYSIS, FINDINGS AND DISCUSSIONS ... 57

4.1. Data Analysis ... 57

4.1.1. Types of presupposition in Advertisement claims with different Cosmetic Categories ... 57

4.1.1.1. Existential Presupposition ... 58

4.1.1.2. Lexical Presupposition ... 62

4.1.1.3. Structural Presupposition ... 64

4.1.1.4. The distribution of presupposition in different cosmetic category ... 67

4.1.2. Information Contents and Advertisement Message Appeals Employed In the Presupposed Claims of Cosmetic Television Advertisements ... 69

4.1.2.1. Information Contents Employed In the Presupposed Claims of Cosmetic Television Advertisements ... 69

4.1.2.1.1. Product Performance ... 70

4.1.2.1.2. Content of the product ... 71

4.1.2.1.3. Availability of the advertised product... 73

4.1.2.1.4. New Ideas ... 74

4.1.2.2. Advertisement Message Appeals Employed In the Presupposed Claims of Cosmetic Television Advertisements ... 75

4.1.2.2.1. Affiliation... 76

4.1.2.2.2. Convenience ... 77

4.1.2.2.3. Distinctive ... 78

4.1.2.2.4. Durable ... 79

4.1.2.2.5. Enjoyment ... 80

4.1.2.2.6. Family ... 80

4.1.2.2.7. Natural ... 81

4.1.2.2.8. Safety ... 82

4.1.2.2.9. Technology ... 83

4.1.2.2.10. Vanity ... 84

4.1.2.3. The Distribution of Information Contents And Message Appeals Employed In The Presupposed Claims Of Cosmetic Television Advertisements ... 85

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4.1.3. The reason why presupposition used in the television

advertisement claims ... 89

4.3.1.1. As A Linguistic device For Implicit Competition ... 89

4.3.1.2. Causing The Audience To Consider The Existence of A Certain Product ... 92

4.3.1.3. Presupposing the Audience Cultural and Social Values to Attract Audience Personal Interest ... 96

4.3.1.4. Making The Advertisements Short And Memorable ... 101

4.2. Findings ... 103

4.3. Discussions ... 104

CHAPTER V: CONCLUSIONS AND SUGGESTIONS ... 108

5.1. Conclusions ... 108

5.2. Suggestions ... 110

REFERENCES ... 111

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LIST OF TABLES

Pages

Table 1 Classification and categories of cosmetics ... 42

Table 2 The Distribution of Existential Presupposition ... 58

Table 3 The Distribution of Lexical Presupposition ... 62

Table 4 The Distribution of Structural Presupposition ... 65

Table 5 The Distribution and Percentage of the types of Presupposition ... 67

Table 6 The Distribution of Presupposition in different cosmetic categories ... 68

Table 7 Sample analysis of information related to performance in the cosmetic ads claims. ... 70

Table 8 Sample analysis of product content in the cosmetic ads claims. ... 71

Table 9 The distribution of information content and advertisement message appeals in different cosmetic product category ... 88

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LIST OF APPENDICES

Pages

Appendix 1. Advertisements Claims Transcripts ... 115 Appendix 2. Content Analysis of Presupposition Types ... 130 Appendix 3. Information Content and message Appeals in the Television

Cosmetic Advertisement ... 145 Appendix 4. Code Book ... 153

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CHAPTER I

INTRODUCTION

1.1. The Background of the Study

Advertisements often convey ideas indirectly rather than asserting them overtly. Though what majority people may not or subconsciously aware of the presupposition in advertisements, the presupposition effects on some sort of utterances will indeed in many studies will eventually affect their listeners. As one of the pragmatic inferences in communication, presupposition plays an important part of any message leaving the person’s mind provides the meaning.

Presupposition is frequently employed in order to enhance the effects of persuasion in advertisement because of its unique properties and characteristics and how it works. Goddard (1998: 125) says that presupposition is all about reading between the lines; and since this is a hidden process, it is very interesting to advertisers, stimulates all sorts of assumptions that can be taken in without consciously paying attention. The implication of presupposition is used in Advertisement commonly to raise various impressions among the audience for the sake of persuasion.

Another important function of applying presupposition in advertisement is to convey the message in a short and memorable way. In this case, the information will be shared between the customer and advertiser without explanation or any other way of convincing. Since presupposition are not affected by negation, in which negative sentence will not eliminate the truth value of the presupposed meaning, the advertisers usually use presuppositions to give the reader some sort

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of impression that the assumption of the product or service being advertized is undeniable.

Fairclough (1989: 152) assumed that presuppositions are not part of texts, instead, function as an aspect of text producers’ interpretations that points to some sort of context. Moreover, as Vestergaard and Schroder (1985: 25) further explained, “in Advertisement language, which almost by definition has to make as many positive claims as possible for the product without actually making them, the use of presupposition . . . is an extremely frequent feature.” Pragmatic presuppositions are best described as a relation between a speaker and the appropriateness of a sentence in a context (Levinson, 1997:177). Speakers, not sentences, have presuppositions (Yule, 1996:25)

Most of cosmetic Advertisement has a certain strategies and use actor or actress role to communicate their message. Through some sort of narration dialogue the advertisers are intended to make a special interaction with the audience to connect the idea of the product of being advertised. Commonly, in cosmetic Advertisement there are strict rules and regulation of how to address their claim or product representation and it will be inappropriate to address the physical condition of their potential customer directly but in such a hidden persuasion in which the advertiser and the customer mutually know about a certain context of cosmetic consumption. An example of presupposition use in Advertisement can be shown by the following excerpt from Indonesian Cosmetic Advertisement for face make-up Product:

(1) Actor: "Semua orang bisa tampil menawan…dibantu tim profesional" (Everyone can be attractive, with professionals help)

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By analyzing the meaning of the above utterance, it's possible to presuppose the meaning of the utterance which is proposed by the speaker in which way:

(2) Not everbody is atractive (3) There are professional teams

(4) Professionals help people to be attractive

Unless the listener assume the meaning behind the sentence uttered, the meaning will be vague, so there must be some sort of proposed meaning in which the speaker and the listener accept as a common ground to make sense the sentence.

Even though the sentence only leave the audience a wild speculation of what is actually the meaning behind it, advertisers are well aware of these context dependant meaning by providing visual image and narration as a rhetorical force to illustrate the message clearly visible. In this case, the advertisers establish the context through a series of visualization of a famous celebrity which is being treated by the make-up professionals.

As can be seen from the sentence (1) it presupposes some assumption for the listener which can be seen as in (2), (3) or in (4) that not everybody is attractive and there are professional teams and the brand that represents the advertisement makes an impression that they are the professionals and provide the solution. Here, the advertiser use presupposition as an implicit accommodation to deliver the message behind the product they wish to sell. Though it’s not a direct advice, it leaves the audience the impression and draws the truth-value logic behind the sentence to make sense for them and the presupposed meaning is their

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basic assumptions and to dramatize the effect, the context setting is as an illustration to make the products claims.

In relation between the presupposition meaning and how the context is built, the way advertisement formed has progressed beyond the use of simple techniques for announcing the availability of products or services. Advertisement has ventured into the domain of persuasion, and its rhetorical categories have become visible in contemporary social discourse. Since of the growing effectiveness of its persuasion techniques, Advertisement has become entrenched into social discourse by virtue of its wide spread diffusion throughout society. When advertisements are scrutinized at how they are being made, their emphasis is not only the product but also bound to find some advertisement message which are designed to persuade people to buy a product. This strong emphasis shows that Advertisement is not only simple meaning construction but bound the culture of their future consumers through social discourse that has unparalleled rhetorical force. As for the latest technology development, it is now possible to construct a powerful advertisement to convince their audience with the style of presentation that became increasingly important in raising the persuasive efficacy of the Advertisement text. Accordingly, Advertisement started to change the structure and use of language and verbal communication. Everything from clothes to beverages was being promoted through ingenious new techniques.

Moreover, Dyer (1982: 32) points out, using more colloquial, personal and informal language to address the customer and also exploiting certain effective rhetorical devices to attract attention to a product. The persuasiveness of Advertisements have started becoming a component of social discourse, and also

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bring some changes to the basic ways in which people communicated with each other and in which they perceived commodities and services.

One distinctive language structures which is commonly found in advertisement is the advertisement claim which is often used to describe a product. Advertising and claims of the products is an important and legitimate means for a seller to awaken interest in their products and often embedded in commercial speech. Advertising within the cosmetic industries can be confusing as there are strict rules as to what may and may not be said for each category of products. This trend sometimes lead the advertisements industries to makes exaggerated claim and therapeutic as in a sense to increase their products familiarity and capability.

Cosmetic Advertisement is one of the most interesting types of commercial commodity to take account to investigate other than other products. One reason is that cosmetic Advertisement has a certain degree and limitation in cosmetic regulation guidelines and labeling claims which makes cosmetics commodity types require different approach through the audience. This type of product usually uses covert communication instead of direct language. Another one is that commercial advertisements frequently use some form of appeal to reach potential customers, either by rational or emotional appeals. These strategies is usually used to penetrate the viewer mindset to provides proof to back up the claims of the product they wish to promote, it can be related to product features and cost and also the effect of a certain product.

Previous research focused in presupposition has been conducted such as Hidayati (2010) concerned with the types of presupposition in the slogans'

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utterances of outdoor advertisement. Wahyudi (2007) made a similar research at identifying the presupposition and the types of presupposition of goods advertisement in The Jakarta Post Newspaper, while Khaleel (2010) took English Journalistic Texts in her analysis, and focus on the presupposition triggers. This research focused on the five types of cosmetic product commodities advertisements, namely: make-up products, facial care products, hair care products, perfume and cologne products, and miscellaneous products which are mainly categorized by the product substance (Iwata, 2013:4) and analyzed the types of presuppositions among the cosmetic advertisements, investigating how presuppositions are used in terms of their information content and message appeals, and to find out the reasons of why presuppositions are used that way. 1.2. The Problem of the Study

The background provides the following research statements for the Problems: 1. What types of presupposition are found in different of cosmetic product of

television Advertisement claims?

2. What information contents and message appeals are employed in the presuppositions of cosmetic television advertisement claims?

3. Why presuppositions are used the way they are in the television cosmetic advertisements claim?

1.3. The Objective of the Study

1. To identify the types of presupposition used in the claims of cosmetic product in television Advertisement.

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employed in the presupposed claims of cosmetic television advertisements.

3. To find out the reasons why television cosmetic advertisements claim use presuppositions the way they are.

1.4. The Scope of the Study

In this study, the scope of the study is the utterances of television cosmetic advertisements claims on 5 (five) types of product categories They are: make-up products, facial care products, hair care products, perfume and cologne products and miscellaneous products. All the cosmetic advertisements which were aired on all national televisions from January 2014 to December 2014 are collected. All the advertisements claims found in the cosmetic advertisements within that range are 93 advertisements and analyzed based on presupposition types by Yule (1990), information cues based on Resnik and Stern (1991) and advertisement appeals by Pollay’s framework (1983) that accommodate the cosmetic advertisement claims. 1.5. The Significance of the Study

This study will open further suggestions of importance for another research in the following directions:

1. Theoretically, findings of this study will be expected to contribute presupposition analysis in pragmatics and on other subject, such as Psycholinguistics, Sociolinguistics and other wide range of academic and practical disciplines. Furthermore, the study is expected to enrich the presupposition study especially in advertisements.

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2. Practically, findings are expected to give contribution to Media Information practitioner such as Business Media and Communication Media, and on the other hand, the findings will also contribute to public readers to increase their existing knowledge about media literacy since advertisement is commonly used as effective product selling campaign and expected to be useful to increase the awareness of public viewer in terms of cosmetic Advertisement language which are frequently exposed in daily basis.

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CHAPTER V

CONCLUSIONS AND SUGGESTIONS

5.1Conclusions

The analysis and findings from the presupposition, information content and the appeal used in the cosmetic advertisement claims in different categories reveals that the conclusion from the analysis can be concluded as follows;

1. The analysis of the sample data from 76 advertisements of five different

cosmetic categories revealed that there are three types of presupposition found in the claims of Television cosmetic advertisements. The presuppositions found are existential, structural, and lexical presupposition. Other presupposition did not present. Existential presupposition serves as to presuppose the existence of a certain product. While lexical presupposition and structural presupposition serve as to communicate the content of cosmetic ingredients, as well as the performance of the product the advertisers made about their claims. The nonexistence of other types of presupposition can be object specific restriction. Which means the study only analyze the utterances of the television advertisement claims and left out the other elements such as voice-over narration, sounds and other audio-visual aspects.

2. The types of information content and message appeals also found in the

television cosmetic advertisement claims. This represents that the claims are informative in terms of information content. The types of information content found in the claims of television cosmetic advertisements are:

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109 Content of the product, Availability of the advertised product, New Ideas and Characteristics of the product. The advertisement message appeals used both rational and emotional appeals in the claims of television cosmetic advertisements. The types of message appeals found are: affiliation, convenience, distinctive, durable, enjoyment, family, natural, safety, technology, and vain. This restriction maybe due to the nature of cosmetic advertisement that is intended to be informative and persuasive in its form.

3. The reasons of presupposition use in the claims of cosmetic

advertisements are intended by the advertisers to achieve several ways such as: (1) as a linguistic device for implicit competition (2) Causing the audience to consider the existence of a certain product, (3) Presupposing the audience cultural and social values reflection to attract audience personal interes, and (4) making the advertisements short and memorable in the eyes of the audience mind. The findings also strenghtnen Lam’s (2009) finding with the same topic but another additional findings such as presupposing the audience psychological circumstances. This will ensure that the findings are relevant and built as a recollection of objective assumption towards the result of the study since the nature of presupposition is inter-locutor dependant.

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5.2Suggestion

Having seen the result of the study, the researcher would like to offer the suggestions as follows;

1. It is recommended for the advertisers who are involved in advertising research

and advertising production to consider the use of presupposition as a marketing tool to make an interesting and persuasive advertisement form.

2. It is suggested for the researchers especially Linguistic field to further study

the presupposition use especially it’s psycholinguistic effects towards human interaction and discourse to understand more about language of persuasion. 3. It is advisable for the students to understand presupposition as a linguistic

tools that is useful for conversation and study that will help and strengthten their knowledge about pragmatic and specifically conversation meaning making.

4. It is advisable that presupposition also may help the readers to build an awareness about the miscommunication that may occurred due to the mistakes to presuppose the meaning in a conversation or any kind interaction circumstance in daily life. Being aware of the presupposition will help to understand how to build an effective communication for daily use or specific use.

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Content of the product, Availability of the advertised product, New Ideas and Characteristics of the product. The advertisement message appeals used both rational and emotional appeals in the claims of television cosmetic advertisements. The types of message appeals found are: affiliation, convenience, distinctive, durable, enjoyment, family, natural, safety, technology, and vain. This restriction maybe due to the nature of cosmetic advertisement that is intended to be informative and persuasive in its form.

3. The reasons of presupposition use in the claims of cosmetic advertisements are intended by the advertisers to achieve several ways such as: (1) as a linguistic device for implicit competition (2) Causing the audience to consider the existence of a certain product, (3) Presupposing the audience cultural and social values reflection to attract audience personal interes, and (4) making the advertisements short and memorable in the eyes of the audience mind. The findings also strenghtnen Lam’s (2009) finding with the same topic but another additional findings such as presupposing the audience psychological circumstances. This will ensure that the findings are relevant and built as a recollection of objective assumption towards the result of the study since the nature of presupposition is inter-locutor dependant.

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5.2Suggestion

Having seen the result of the study, the researcher would like to offer the suggestions as follows;

1. It is recommended for the advertisers who are involved in advertising research and advertising production to consider the use of presupposition as a marketing tool to make an interesting and persuasive advertisement form. 2. It is suggested for the researchers especially Linguistic field to further study