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Presupposition is related to advertisement because addresser usually expresses the indirect ideas than direct ideas. Thus, presupposition was analyzed
on each headline and subhead in order to find out what the speaker’s meaning.
The speaker’s meaning usually conveys what the addresser intends to say but does not express on the statement, this condition causes the unclear ideas for addressee.
Based on the analysis, the researcher found that presupposition happens in every headline and subhead. Presupposition in PSA conveys some certain purposes that
use to express the persuasive meaning to persuade addressee using the product or service, to express the interest meaning to attract addressee to join urgent
program, and to express the memorable advertisement. The first, most presupposition is used to promote the product and service through persuading
addressee with a persuasive sentence. The second function is to attract addressee to join urgent program such as the advertisement from WWF, EDF for Thailand,
Jesuit Refugee Service, and World Food Programme. Presupposition also makes the advertisement memorable, for example
Tetra Pak’s advertisement and National Geographic Organisation’s advertisement.
B. Implications
The result of this research can be implemented on the nature of English teaching, especially in teaching reading and writing persuasive discourse. English
teacher could implement the advertising obedience on the writing persuasive text. The English teacher can use the advertising as a persuasive text on reading
activity in order to analyze a good persuasive discourse.
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Nevertheless, the result of this research can be implemented on other pragmatics studies. The researcher used the result as the criterion that some PSA
disagree with Grice’s maxim in order to make the advertisement interesting. Moreover, the finding of headline and subhead’s presupposition is used to help
the researcher realize that there was a meaning conveyed beside the utterance.
C. Suggestions
The researcher presented three suggestions in this research; the first one was for the copywriters and advertisers, the second was for the other researchers
who want to conduct the future research about the advertising language, and the third was for the English language teachers.
1. The Copywriter and Advertisers
Although it does not require perfect communication in writing advertising, the copywriter and advertisers should obey the proper requirement of a good
advertising consistently. The utterances from the addresser should be achieved by the addresser, which is the point of successful advertising. Besides, the language
should be both interesting and understandable to the readers. Thus, the meaning of the message which wants to be delivered should be understood by the addressee.
The copywriter and the advertiser are allowed to use the image or figurative language in advertising. However, they should consider the effectiveness of the
language to attract the readership.
