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
CHAPTER III METHODOLOGY
This chapter presents detailed information about the methodology used to accomplish the study. This methodology was used to answer the two major
questions. First is to find out how many types of presuppositions are used in WEEKENDER magazine’s advertisements. Second is to find out the functions of
presupposition. Those problems were answered by using certain methodology that is divided into six sections namely: research method, object of the research,
research instruments, data gathering technique, data analysis technique, and research procedures.
A. Research Method
This thesis is descriptive research. It uses the understanding of Best and Kahn 1986 and Sprinthall 1991 in defining what descriptive research is.
According to Best and Kahn 1986: 24, descriptive research is a type of research that describes what is, describing, recording, analyzing, and interpreting
conditions that exist. Sprinthall 1991 is more specific; he states “research is typically called descriptive when the primary purpose is description” Sprinthall,
1991: 98. In this research, the writer tries to describe what is found or observed. Thus, the research is merely a description or explanation, not an experiment.
For this descriptive research, the writer applied a qualitative approach. Qualitative studies are “those in which the description of observations is not
ordinarily expressed in quantitative terms”, which are numerical measures Best and Kahn, 1986: 147. Bogdan and Biklen state in Fraenkel 1993: 381 that the
data collected in qualitative study are in the form of statements or pictures rather than numerical or statistical data. It is not that numerical measures are never used
but that other means of description are emphasized. Numerical data can be integrated in qualitative study to portray what have been observed, to make the
result more understandable. Thus, this research covered both numerical data and non-numerical data. Numerical data portrayed how many types of presuppositions
occur in WEEKENDER magazine’s advertisements as formulated in the first problem of this research. Non-numerical data explained the functions of
presupposition, which becomes the second problem. According to Gay 1992: 13, descriptive research involves “collecting
data in order to test hypothesis or answering questions concerning the current status of the subject of the study”. In this study, the writer tried to answer two
questions that become the problems in this research by using document or content analysis technique for question number 1 and library research for question number
2. Here, document analysis means the activity of analyzing the written or visual contents of a document Fraenkel and Wallen, 1993: 389. The content of
document to be analyzed here was the language of advertising, presupposition specifically; and this study used WEEKENDER magazine’s advertisements as the
object to be analyzed. Library research was utilized to gain the answer of the functions of presupposition, which becomes the second research problem. Here,
