the data of the study. However, in this study, the writer was helped by a checklist of presupposition in order to ease her analyzing.
D. Data Gathering Technique
There are several steps involved in gathering the data. Determining the advertisements to be analyzed is the very first step. In this study, the writer only
took the full-page advertisements to be investigated since the full-page advertisements draw the most attention of the readers. However, in order to limit
the study, she only focused on 100 advertisements chosen randomly. Then, she gathered all the data by noting down the sentences, the phrases, or slogans in the
advertisements. It would make her easier to go to the further step, which is analyzing the presuppositions in the advertisements.
E. Data Analysis Technique
In analyzing, the writer applied a descriptive method. This method suggests that the research to carry out is based on the existing fact or phenomenon
which empirically exists in the speakers Sudaryanto, 1988: 62. Therefore, the descriptive method is not concerned with whether the speakers the
advertisements of the language use it correctly or not. This study on presupposition would not judge whether the advertisements used the correct
language or not. Instead, it would analyze the types and the functions of presupposition in advertising. In this study, the writer utilized document or
content analysis technique to analyze the presuppositions in WEEKENDER magazine’s advertisements.
In order to answer the problems formulated, she used the theory from Yule 1996 in classifying presuppositions. There are six types of presupposition
according to him, namely existential presupposition, factive presupposition, lexical presupposition, structural presupposition, non-factive presupposition, and
counterfactual presupposition. The writer counted how many types of presuppositions occur in WEEKENDER magazine’s advertisements. Here, she
needed a checklist to ease her job. Then, she found out the functions of presupposition in the advertisements by conducting library research. For the
second problem, the answer was generated from the language of advertising by Angela Goddard and theory of regulation of advertising by O’Guinn, Allen,
Semenik in the book Advertising and Integrated Brand Promotion.
F. Research Procedures
In order that the problems formulated in this study could be answered, the writer conducted five basic steps as the procedure of the research. The steps in an
order are elaborated as follows. 1.
Reviewing related literature The very beginning step that the writer did is conducting library research.
It was conducted earlier in order to find out the good topic for her research, which is a study on presupposition in advertising. It was also conducted to gather
important theories needed in this study so that all the information gathered in this PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI
