An analysis of presupposition in MakeOver beauty products advertisements on website.
An Analysis of Presupposition in MakeOver Beauty Products Advertisements on
Website
THESIS
Submitted as partial fulfillment of the requirements for the Bachelor
Degree of English Department, Faculty of Letters and Humanities,
Sunan Ampel State Islamic University Surabaya
By:
ELOK FAIQOH
Reg. Number: A03213016
ENGLISH DEPARTMENT
FACULTY OF ARTS AND HUMANITIES
SUNAN AMPEL STATE ISLAMIC UNIVERSITY
SURABAYA
2017
ABSTRACT
Faiqoh, Elok. 2017. An Analysis Of Presupposition in MakeOver Beauty Products
Advertisements On Website. English Department Faculty, State Islamic University
Sunan Ampel Surabaya.
Advisor: Raudlotul Jannah, M. App. Ling.
Key Terms
: Beauty products Advertisements, Presupposition, Pragmatic.
This research aims to describe the types and functions of presuppositions
contained in MakeOver beauty products advertisement on Website. In the analysis
the writer uses the theory of Yule about presupposition in 1996. The research method
is descriptive qualitative method because the writer describes and interprets a
phenomenon of presupposition.
From the analysis that has been conducted by the writer on the type and
functions of presupposition in advertisements, the writer finds 34 of presupposition of
three types of presuppositions: The slogan contains three types from six types of
presupposition. They were twenty of existential presuppositions one of factive
presupposition, thirteen of lexical presupposition. The writer also finds three function
of presupposition in beauty products advertisement. Six advertisements which
containing implicit competition, fifteen advertisements contain causing reader to
consider the existence and five advertisements making the advertisement short and
memorable.
The writer hopes that the future researchers who are interested in studying
pragmatics to make other pragmatics analysis of the data in this research such as
speech act, entailments, deixis or implicatures. It is also suggested for those who are
interested to observe presupposition to explore more about presupposition in another
sentence or text.
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INTISARI
Faiqoh, Elok. 2017. An Analysis Of Presupposition in MakeOver Beauty Products
Advertisements On Website. English Department Faculty, State Islamic University
Sunan Ampel Surabaya.
Pembimbing: Raudlotul Jannah, M. App. Ling
Kata Kunci : Beauty products Advertisements, Presupposition, Pragmatic.
Penelitian ini bertujuan untuk mendeskripsikan jenis dan fungsi presuposisi
yang terkandung dalam iklan MakeOver produk kecantikan pada website. Dalam
analisa ini, penulis menggunakan teori Yule tentang presupposition pada tahun 1996.
Metode penelitian yang digunakan adalah metode penelitian deksriptif karena penulis
akan menjelaskan dan menafsirkan fenomena tentang presupposisi.
Dari analisis yang telah dilakukan yang telah dilakukan oleh penulis pada
jenis-jenis dan fungsi presupposisi dalam periklanan,penulis menemukan 34 data
yang mengandung presupposisi. Slogan terdiri dari tiga tipe presuposisi dari enam
jenis presupposisi: dua puluh dari existential presupposition, satu dari factive
presupposisi, satu dari lexical presupposisi. Berdasarkan pada penelitian penulis juga
menemukan tiga fungsi dari perikalan pada produk kecantikan. Dua puluh periklanan
terdiri dari implicit competition, satu iklan berisi causing reader to consider the
existence dan tiga belas iklan terdiri dari making the advertisement short and
memorable.
Penulis berharap bahwa peneliti selanjutnya yang tertarik untuk mempelajari
pragmatik untuk membuat analisis pragmatik lain seperti speech act, entailments,
deixis or implicatures. Hal ini juga di sarankan bagi mereka yang tertarik untuk
mengamati presupposisi untuk mengeksplorasi lebih lanjut tentang presupposisi
dalam kalimat atau teks lain
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TABLE OF CONTENTS
Inside the Cover Page …………………………………………………… i
Declaration Page ………………………………………………………… ii
Advisor’s Approval Page ......................…………………………………. iii
Motto …………………………………………………………………….
v
Dedication Page …………………………………………………………. vi
Acknowledgement ………………………………………………………. vii
Table of Contents ………………………………………………………..
viii
Abstract ………………………………………………………………….
x
Intisari …………………………………………………………………… xi
CHAPTER I: INTRODUCTION
Background of the Study ………………………………………………... 1
Research Problems ………………………………………………………
5
Research Objectives ……………………………………………………..
6
Significance of the Study ………………………………………………..
6
Scope and Limitation ……………………………………………………
6
Definition of Key Terms ………………………………………………...
7
CHAPTER II: REVIEW OF LITERATURE
Pragmatic ...…………...…………………………………………………
8
Scope of pragmatics………………..……………………………………
10
Presupposition…………………………………………………....………. 13
Advertisements ………….…. …………………………………………...
17
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Function of presupposition ……………………………………………… 21
Related Studies …………………………………………………………
22
CHAPTER III: RESEARCH METHODOLOGY
Research Design …………………………………………………………
24
Data Collection ………………………………………………………….. 25
Data Analysis ……………………………………………………………. 25
CHAPTER IV: FINDINGS AND DISCUSSION
Findings ………………………………………………………………….. 28
Discussion ……………………………………………………………….. 45
CHAPTER V: CONCLUSION AND SUGGESTION
Conclusion ………………………………………………………………. 48
Suggestion ……………………………………………………………….
49
REFERENCES ….……………………………………………………...
50
APPENDIX ....…………………………………………………………... 52
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CHAPTER I
INTRODUCTION
1.1 Background of Study
People use language to communicate, interact and share their ideas,
thought and feelings. By using language to communicate people can get what
speaker’s purpose in conversation. Generally, communication’s purpose is to
deliver the message by the speaker to the hearer.
One of field in society that uses language as a tool to communicate and
bring some profits economically is an advertisement. Advertisement is a kind of
messages paid that usually used by people to inform or influence other people.
Nowadays advertising uses every possible media to get its message through. It
such as television, printed (newspaper, magazines, journals etc), radio, press,
internet, direct selling, hoarding, mailers, contest, sponsorship, posters, clothes,
events, visuals, and even people (endorsements). Advertising usually informs the
potential consumer about products, services, benefit and utilities. It also persuades
the consumers to purchase their products and services.
Since language is a powerful tool for a human being to communicate with
others effectively. Therefore, the use of right and effective language both in
spoken and in written brings success. All the successful persons use select
vocabulary in order to attract audience and get success in their life. Likewise, kind
of language that is used in advertisements in mass media as well as in leading
journals and newspapers brings big success to companies. Language has a
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powerful influence over people and their behavior. The choice of language to
convey specific messages with the intention of influencing people is vitally
important. It is arranged as good as possible to get people’s attention.
According to Stan Rap and Tom Collins (1955), the language of
advertisement must be able to arouse, to persuade and to be informative. It means
that the language of advertising must pay attentions to people that can give the
solution to the consumer. And the language use of advertisement must be
communicative and make the people easy to comprehend the message. Persuade
means that the language use makes the people interest with the products. Wang
(2017) mentions that the language of advertising is indifferent degrees influenced
by linguistics, psychology, economics, marketing strategy, sociology and
aestheticsetc. Thus, the language used by advertisers must be multi- functional
commercial to earn interest many people. It can be concluded that the content of
advertisements must be objective and honest, brief and clear, not making pass to
group or other producer and make attractive attention.
Advertisements often convey ideas indirectly rather them overtly. The
advertisers have to use some ways to make it simple and easy, for example using
one of pragmatics elements to deliver the message to the readers or the viewers.
That is a presupposition, Yule (1996) states that presupposition is something the
speaker assume to be the case prior to making utterance. It is an important part of
any massage leaving the person’s mind that provides the meaning.
Presupposition is often employed in the language of advertising. One
importants function of presupposition is to make an advertisement comparative,
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most importantly and avoid breaking the law. An example such use of
presupposition is the one labeled at Apung Rahmawati restaurant “Ayam baka
rterdahsyat di dunia” this statement presupposes that the restaurant is the best
when it is compared to the other restaurant of the same product type. To make it
legal, the advertisements cannot directly assert that their product is better than
other restaurants of the same product types, so they presuppose the message.
Regarding the restaurant above, the advertisement cannot directly assert,
“Apung Rahmawati restaurant is better than Primarasa restaurant”, otherwise
Apung restaurant would probably into legal disputes. Therefore, they simply state
that it is the best without explicitly comparing it with others. Presupposition used
in this particular advertisement to indirectly compare Apung restaurant with its
competitors and to state that Apung restaurant is the best, those to persuade
consumers to buy its products rather than those of its competitors.
Another important function of applying presupposition in advertisement is
to convey the message in 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.
There are some strategies to achieve sales promotion, advertisement writer
usually loves to use some exaggerated words, phrases and expressions to describe
the advertised products or services. By doing that technique, the advertisement
will give a very deep impression on the minds of the consumers; presupposition
can play its role again because it can downgrade the praising words, phrases and
expressions and make the advertisement at least appear to be more objective. In
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order to persuade the consumers to buy the advertised products, the advertisement
writers must convince the consumers what they said in the advertisement is true.
Presupposition can help to make the advertisement more persuasive in that
presuppositions have the ability to survive under negation or question.
Presupposition can also be used to cheat the consumers if the claims of the
advertisements are false because in most cases the consumers are really not in a
position to learn whether the presupposition in the advertisement is true or not.
Consumers have been cheated by the presupposition and been attempted to
purchase the product with a belief of its quality. The reason is that the consumers
do not want to spend too much time in checking the truthfulness of the contents of
the advertisements and at the same time, they also lack related professional
knowledge and means.
In addition, advertisement is primarily persuasive in its nature. The crucial
part of advertisement language is presupposition. There are many functions of
presupposition use in advertisement. Some of them use it to persuade consumers
to buy their products, other use it to shorten their messages and grab public
attention. Finally, presupposition is multi- functional in commercials. It is
considered one of the most effective communication means between the
consumers and the advertiser. So, Presupposition is a very important notionin
pragmatics can serve the multiple purposes of advertisement. Therefore
presupposition and the language of advertising should be studied together.
MakeOver is one of beauty product from Indonesia which is sale some
product of beauty. They are face product, eye product, lips product, pro palette,
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skin care and beauty tools. The researcher is interested in analyzing
presupposition that used by MakeOver and choose MakeOver as an object of the
research since MakeOver is a brand that has a lot consumer in Indonesia. The
products of MakeOver that will be analyzed by the researcher are Lips products
and Face products. Based on Website, the best seller of MakeOver’s products are
Lip
products
and
face
products.
MakeOver
has
a
website
www.makeoverforall.com which is advertise their product use English and it is
easy for the researcher to analyze the presupposition that may contain in a slogan.
The researcher has two research problems to be analyzed. They are what
type of presupposition that used on Website of MakeOver beauty products
advertisements and function of presupposition that used on Website of MakeOver’s
products. The researcher also used descriptive qualitative methodology to support
the analysis.
1.2 Research Problem
This study is conducted to answer the problems formulated in the
following questions:
1. What are types of presupposition that used on Website of MakeOver
beauty products advertisements?
2. What are functions of presupposition that used on Website of MakeOver
beauty products advertisements?
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1.3 Research Objective
1. To find out types of presupposition used on Website of MakeOver beauty
products advertisements.
2. To find out functions of presupposition used on Website of MakeOver
beauty products advertisements.
1.4 Significant of the Study
The findings of this research are supposed to give valuable contributions
theoretically and practically. Theoretically, from this research are expected to be
one of the sources in pragmatics studies particularly on the type of presupposition
in advertisement especially in lipstick product and the function of presupposition.
Practically, this study can help linguistics researchers, social media reviewers to
examine a certain linguistic characteristic of some advertisements. Well, as it may
also become a type and function of presupposition analysis for pragmatics studies
learners. The result of this study hopefully gives advantage for advertiser who will
create an advertisement in order to be better in their works.
1.5 Scope and Limitation
This analysis focuses on finding the types and the functions of
presupposition in Lipstick products advertisements. The writer selected Lipstick
products of MakeOver Cosmetic. The researcher took the data from slogan on
picture which has been uploaded on official Website of MakeOver cosmetics where
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is in the slogan of the picture contains presupposition. The products were lips
products and face products.
1.6 Definition of Key Term
Pragmatic is concerned with the study of meaning as communicated by a
speaker (writer) and interpreted by a listener (reader). (Yule, 1996;3)
Presupposition is something the speaker assume to be the case prior to
making an utterance.( Yule, 1996;25)
Advertising is a sales message directed at mass audiences that seeks through
persuasion to sell goods, service or ideas on behalf of the paying sponsor.
(Burke, 1980;6)
MakeOveris a brand cosmetic from Indonesia.
Website
is
simply site,
is
a
collection
of
related web
pages,
including multimedia content, typically identified with a common domain
name, and published on at least one web server. A website may be accessible
via a public Internet Protocol (IP) network, such as the Internet, or a
private local area network (LAN), by referencing a uniform resource
locator (URL) that identifies the site.
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CHAPTER II
REVIEW OF LITERATURE
2.1 Theoritical Framework
2.1.1 Pragmatic
Based on Yule (1996: 3) there are 4 areas about Pragmatic explanation;
Pragmatics is the study of speaker meaning. It is means that pragmatic is
the science of studying about the meaning and delivered by the speaker (or writer)
and interpreted by a listener (or reader).
Pragmatics is the study of contextual meaning. In this type, needed the
consideration about how the speaker arrange what he want to say adapted with the
listener, where the condition is, when and how.
Pragmatics is the study of how more gets communicated than is said.. This
type digs how listeners can make inferences about what is said in order to arrive at
an interpretation of the speaker’s intended meaning and how great deal of what is
unsaid is recognized as part of what is communicate.
Pragmatics is the study of the expression of relative distance. This
perspective generates problem on what determines the choosing between what is
submitted and what is not submitted.
Yule (1996:4) also differentiates three branches of linguistic study to see
its relationship with other areas of linguistic analysis. Firstly, he defines syntax as
the study of relationships between linguistic forms - how they are arranged in
sequences, and which sequences are well-formed. This type of study generally
8
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takes place without considering any world of reference or any user of the forms.
Secondly, he considers semantics as the study of the relationships between
linguistic forms and entities in the world - how words literally connect to things.
Semantic analysis also attempts to establish the relationships between verbal
descriptions and states of affairs in the world as accurate (true) or not, regardless
of who produces that description. Thirdly, he regards pragmatics as the study of
relationships between linguistic forms and the users of those forms.
As social individuals, people spend much of their time talking or
interacting with other people. These interactions involve utterances can be
analyzed by pragmatic analysis to find out the speaker’s intended meanings, the
listener’s assumptions or receptions regard with some aspects such as who the
speaker and the listener are, what relationship they have, and in what context they
are in when they interact. The meaning gained from an utterance may differ from
one to another person; it depends on the mentioned aspects. For example, two
friends, Raisa and Hamis, are having a conversation which may imply some
things and infer some other things without providing any clear linguistic evidence
of „the meaning’ of what was being communicated.
Raisa : “Coffee?”
Hamis : “It would keep me awake all night”
Raisa has to know that Hamis has to stay up all night to study for an exam
to comprehend that Hamis receives her offering.
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2.1.2 Scope of Pragmatic
Yule (1996: XII) describes the subject areas of pragmatics as follows:
2.1.2.1 Context
In which presuppositions are assumed to be true we have only considered
context (Yule, 1993:29). According to Widdowson (2007:19-26), context is
aspects of extra-linguistic reality that are taken to be relevant to communication.
Context is the common knowledge of the speaker and the hearer involved in a
conversation.
2.1.2.2 Entailment
Yule (1996: 25) states that entailment is something that logically follows
from what is asserted in the utterance. For example:
(1) Mary’s brother has bought three horses.
In producing the utterance (1), the speaker will normally be expected to
have the presuppositions that a person called Mary has a brother. The speaker may
also hold the more specific presuppositions that Mary has only one brother and
that he has a lot of money. In fact, all of these presuppositions are the speaker’s
and all of them can be wrong. The sentence in (1) will be treated as having some
entailments such as Mary’s brother bought something, Mary’s brother bought
three animals, somebody had bought three horses, and other similar logical
consequences.
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2.1.2.3 Deixis
Deixis is a process whereby words or expressions rely absolutely on
context. It is a technical term from Greek for one of the most basic things we do
with utterances which means „pointing’ through language. For example:
(6) Jim: “I’ll put this here”
(The context is Jim is telling his wife that he is about to put the key of the
house in the kitchen drawer)
From sentence (6) it can be seen two deictic expressions – „this’ and
„here’. These deictic expressions are conventionally understood as the expressions
of being „near speaker’.
2.1.2.4 Implicature
Yule (1996: 131) states that implicature is a short version of
conversational implicature which is defined as an additional unstated meaning in
conversation. There is a basic assumption in conversation that each participant
(the speaker and the listener) attempt to cooperate to the exchange of talk. People
produce implicatures all the time but are mostly unaware of it. For example, if
someone asks, “Could you close the door?” the listener does not usually answer
“Yes,” instead they perform the nonlinguistic act of closing the door. In this case,
although the speaker uses a form of words that is conventionally a question; the
listener can infer that the speaker is making a request.
Here are two examples of implicature which implicate “I don’t like” and
“I’m not going”:
(7) A: “Do you like the color?”
B: “Red is red.”
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(The context is - A and B are close friends and A knows well that B does
not like red color) Stating that “Red is red” in (7) is apparently both too
informative (since people already know that red is red) and not informative
enough because B does not directly answer the question of A. There may be some
interpretations gained by anyone when hearing B’s answer, but since the context
is A knows that B really does not like red, then B has given the answer of the
question. Thus, A understands that B does not like the color they are talking
about. B does not say that she/he does not like the color but she/he implies it.
2.1.2.5 Presupposition
Presupposition is one of important Yule (1996: 133) states that
presupposition is something the speaker assumes to be the case prior to making an
utterance. Speakers, not sentences, have presuppositions. For example:
(9) Where has Anne looked for the keys?
Presupposition of (9): Anne has looked for the keys, but she has not found
it yet.
(10) Do you want to do it again?
Presupposition of (10): You have done it already, at least one time.
(11) My wife is pregnant
Presupposition of (11): The speaker has a wife.
Yule (1996:27-29) also states that presupposition has six type, that are;
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Existential Presupposition
This type of presupposition is not only assumed to be present in possessive
constructions (for example, „your car’ >> „you have a car’), but more generally in
any definite noun phrase. By using any of the expressions in (12), the speaker is
assumed to be committed to the existence of the entities named.
(12) The King of Sweden, the cat, the girl next door, the Counting Crows
Other triggers of existential presupposition: the (definite article), a/an
(indefinite article), this, that, these, those (demonstrative) my, their, her,
his, our (possessive pronoun).
Factive Presupposition
The presupposed information following a verb like „know’ can be tread as
a fact and is described as a factive presupposition.
Example:
(13) I regret inviting him
Presupposition of (13): I invite him.
(14) It isn’t odd that she come early
Presupposition of (14): She comes early.
(15) She didn’t realize that he is a teacher
Presupposition of (15): He is a teacher.
Other triggers of factive presupposition: know, be sorry that, be proud that,
be indifferent that, be glad that, be sad that, be odd that, surprised that, know that,
matter, realize that, aware that, notice that, discover that.
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Lexical Presupposition
This is assumption that in using one word, the speaker can act as if another
meaning (word) will be understood. For example:
(16) Fathan stopped running
Presupposition of (16): He used to run.
(17) You are late again
Presupposition of (17): He was late before
In this case, the use of the expressions stop and again are took to
presuppose another (unstead) concept. Others triggers of lexical presupposition:
return, no more, another time, anymore, come back, repeat, still, restore.
Structural Presupposition
In this type, the assumption is associated with the use of certain words and
phrases and assumed to be true. WH- question construction in English are
conventionally interpreted with the presupposition that the information after the
WH- form is already known to be the case.
Example:
(18) When did she travel to the USA?
Presupposition of (18): She traveled.
(19) Where did you buy the book?
Presupposition of (19): You bought the book.
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Non-Factive Presupposition
This type is an assumption that is assumed not to be true. In this type, verb
like dream, pretend and imagine are used with the presupposition that what
follows is not true.
Example:
(20) She dreamed that she was married
Presupposition of (20): She was not married.
(21) He imagine he was a president
Presupposition of (21): He was not a president.
Counterfactual Presupposition
The assumption that what is presupposed is not only not true, but also the
opposite of what is true or contrary to facts is counterfactual presupposition. For
instance, some conditional structural, presupposes that the information, in the ifclause is not true at the time of utterance.
Example:
(23) If you were my daughter, I would not allow you to do this.
Presupposition of (23): You are not my daughter.
Indicators of potential presuppositions discussed so far are summarized in
Table 21.
Type
Example
Presupposition
Existential
The X
>> X is exist
Factive
I regret leaving him
>> I left him
Non-factive
He pretended to be happy
>> He wasn’t happy
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Lexical
He managed to escape
>> he tried to escape
Structural
When did she die
>> She died
Counterfactual
If I weren’t ill.
>> I am ill
2.1.3 Advertisment
The term advertising is closely related to marketing strategy. In marketing
strategy, advertising can be included into the promotional part. Advertising costs
much money for paying the media, which is selected. So, every company must be
able to choose the right media to advertise their product. It is better for us to know
the definition of advertising for further understanding. There are so many
definitions about advertising, but the writer chooses the simple meaning of
advertising which can be understood easily.
Burke (1980: 6) states that advertising is a sales message, which is
directed on mass audience that views through persuasion language to sell goods,
services, or ideas on behalf of the paying sponsor. After knowing the definition,
the useful components of advertisements will be described below.
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2.1.3.1 Type of Advertisments
Jefkins (1997: 39) divides type of advertisements into seven types:
Consumer Advertisements
There are 3 types of goods in consumer advertisements, they are:
1. Consumer good is the goods which are sold repeatedly and people daily
necessity. Such as food and beverage, shampoo, cigarette, etc.
2. Durable Goods is the goods are more expensive than consumer goods
and more endurable. Such as household, clothes, electronic devices.
3. Consumer Services is services for security, prosperity and
entertainment. Such as bank, hotel, restaurant, travel, insurance, machine
shop, healthy treatment.
Business – to – business Advertisements
The function of business-to-business advertisements is to promote
the goods and non-consumer service. It means that either advertiser or its
target is called company. The advertised product are those which are to be
processed or are the elements of production such as advertising of raw
materials, components, spare parts and accessories, manufacture facilities
and machines, and services like insurances, stationary and soon.
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Every company generally needs supply from other company.
Because the most made products are produced from raw materials,
components or spare part which are taken from other company.
Trade Advertisements
Trade advertisement is addressed to distributors, big companies,
agents and exporters / importers. This advertisement advertises products to
be resold.
The function of trade press is to give information to the traders or
wealthy people about products which are available to be resold by
introducing new products or by reminding old products along with any
sales or promotions. Mail service is usually used by company to promote
their product. Another media which is used trade advertisements are trade
exhibition. But television is also used to promote.
Retail Advertisements
This advertisement has different character between trade
advertisements and consumer advertisements. The example of this
advertisement is an advertisement which is made by supermarket or big
shops. This advertisement is located in all shopping center. There are 3
objectives of this advertisements, they are:
1. To make the company becomes popular
2. To sell the exclusive goods for certain shop
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3. To sell shop’s stocks
Cooperative Advertisements
This cooperative advertisement is special for retail advertisements.
Besides that, there is another type of cooperate advertisements, it is to join
promotion.
Financial Advertisements
Generally, bank advertisements, insurance advertisements are
financial advertisements. The function of financial advertisements is to
collect donation or to offer financial capital such as insurance, stock
selling, debenture, and pension donation.
Newspaper, especially business newspaper is usually used by
financial advertisements. It usually uses big area in a page because
financial advertisements shows full information about all of company plan
to influence and made investor join them.
Recruitment Advertisements
The objective of recruitment advertisements is to recruit employee
candidate.
The Media of Advertisements
According to Craven (1987: 36), the media of advertisements is
divided into two: print media and broadcast media. Further, print media
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consist of newspaper, magazine, direct mail, outdoor advertisements and
transit advertisements. Besides, broadcast media consist of television and
radio.
Printed Media
a. Newspaper
Newspaper is a regularly schedules publication containing news,
information, and advertising, usually printed on relatively inexpensive,
low-grade paper such as newsprint.
b. Magazine
Magazine is a publication, generally published on a regular
schedule, containing of a variety of articles. They are generally financed
by advertising, by a purchase price, by pre-paid magazine subscriptions, or
all three. In magazine advertisement, the advertisers usually use slogan
and pictures in their advertisement. The definition of slogan is a
memorable motto or phrase used in a political, commercial, religious and
other context as a repetitive expression of an idea or purpose. While
advertising slogans are short, often memorable phrases used in advertising
campaigns. They are claimed to be the most effective means of drawing
attention to one or more aspects of a product
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c. Direct Mail
Direct Mail is the most selective advertisements medium. It has to
be supported bymany components, such as computer, modem, etc. but it
still can be used as an option.
d. Outdoor Advertisements
Outdoor advertisement is essentially any type of advertising that
reaches the consumer while he or she is outside the home. This is in
contrast with broadcast, print and internet advertising.
e. Transit Advertisements
It is the standardize medium of another from of sign
advertisements, which uses public transportation facilities.
Broadcast Media
a. Television
Television is one of the broadcast media, which is the most
versatile and powerful. It is certainly the most expensive of the media.
b. Radio
Radio is another type of broadcast media, which has recovered
from the losses inflicted by television, by focusing on special segments of
the population. It is cheaper than using television as the media of
advertisements
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2.1.4 The Function of Presupposition
Presupposition is used for the same functions in the world. The following
is a brief explanation of the functions of presupposition in the advertisements
(Lam, 2009).
1. Implicit competition
A presupposition is often used in advertising discourse and important
function of it is to make comparative advertising and most importantly to avoid
breaking the law. This is examples of the use of implicit competition in
advertisements slogan.
Top white coffee “the authentic taste of white coffee”
Through the slogan, the readers make a presupposition that Top white
coffee product is the most special taste when compared to other hands of the same
products.
2. Causing readers to consider the existence of the service.
The presupposition is also used in advertisements in another function. It is
may cause “the reader to consider the existence of objects, prepositions, and
culturally defined behavioral properties” (Sells and Gonzeles, 2002). The
following are example of beauty product slogans in advertisements that cause the
reader to consider the existence of a product:
Wardah “Inspiring beauty”
Through the slogan, the readers make a presupposition that the readers that
wants to be beauty can inspired with Wardah cosmetic product, because product
of Wardah will be make the readers beauty.
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3. Making the advertisement short and memorable
Further function of applying the presupposition in advertising is to make
sure advertisements convey the message in a way that is short and easy to
remember. By using presupposition, information can be shared between the reader
and advertiser without explanation or a need for convincing (Nilsen, 1994). The
following are examples of advertising slogans that short and memorable.
Indomie “seleraku”
Through the slogan, the readers make a presupposition that the food is
become our appetite.
2.2 Related Study
Regarding on this study, the researcher found some other researchers
which the topic are related:
First, Ricco and Hafidz (2012) they presented the analysis of
presupposition used in novel Harry potter and deathly hallows by J K Rowling.
The researcher took 50 samples of data to see what forms of difference emerged.
In the 50 samples the author found 5 of 6 presupposition types; Existential
presupposition, Factive presupposition, Lexical presupposition, Structural
presupposition, Conterfactual presupposition. Then the authors get the findings
that the form or type of presupposition that often appear and used in the novel is
the type of Structural Presupposition. However this research is less explanation
and discussion. There is no clear explanation about non- factive presupposition
because in the data there is no about it.
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The second is Yunita (2009). Her research aims to find out the
presupposition in the play three sisters drama by Anton Chekhov. In her research
to classify the type of assumption she used the theory of presupposition stated by
Kartunen (in Levinson's book: 1983). In this case is very different from this study
which uses the Yule theory.
The last study of pragmatic can be seen from Diah (2013). She presented
the analysis about presupposition in good advertisement slogan of The Jakarta
Post. The result of her study is she found that the dominant type of presupposition
applied in goods advertisement slogans is existential and the second one is lexical.
So, at the completion of her research, the advertiser prefers to apply existential
and lexical presumptions because they are considered to be the appropriate type of
advertising slogan.
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CHAPTER III
RESEARCH METHODOLOGY
In this chapter, the researcher discusses the method of the study that is
divided into five part, they are research design, research instrument, data source,
data, techniques of data collection and techniques of data analysis.
3.1 Research Design
The design of this research which is used by the writer was descriptive
qualitative method because the researcher described, interpreted a phenomenon
such as condition and existing relationship, a growing opinion, using scientific
procedures to address the actual problem. The descriptive research method was
widely used in research which aimed to describe the nature of situation as it exist
at the time of the study and to explore the causes of particular phenomena. That
was a research method which describes systematically a situation or area of
interest factually and accurately (Isaac and Michae,l 1987;42). So, this research is
in accordance with descriptive method because in this research attempts to
identify, classify and explain a problem or phenomenon about presupposition
found of slogan in some picture that uploading by MakeOver beauty product
advertisement.
3.2 Research Instrument
Two instruments are used in this research: human and non-human
instrument. The human instrument is the researcher herself, because she is the one
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who collects and observe the data. The non- human instrument is gadget that used
to take the data from website.
3.3 Data and Data Source
The data were words and sentences of this research are taken from slogan
advertisement in some pictures of products that are uploaded by MakeOver
website and the pictures about lips and face beauty products.
3.3.1 Technique Data Collection
In this study, the writer collects the data by doing the followings steps:
1. The writer visits website of MakeOver in www.makeoverforall.com
2. The writer begins collecting the picture of MakeOver’s Lips and Face
products.
3. The writer selectsthe pictures as many as possible about the slogan
predicated contains presuppositions.
4. The writer selects from all pictures into thirteen. The thirteen picture
that have the captions are contains of presupposition.
3.3.2
Technique Data Analysis
After the writer collecting the data, the writer begins to analyzing the data:
1. The writer identifies selected of picture capture that the slogan contains
presupposition from MakeOver Lips and Face products.
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2. To make it easier, the researcher gives the number of the data 1-20
numbers.
Data 1
“ULTRA COVER LIQUID MATT FOUNDATION”
Data 2
“PERVECT COVER CREAMY FOUNDATION”
3. The writer classifies the slogan that contain presupposition based on the
type of presupposition of Yule (1996:133).
4. For frequency and percentage of the types that contains in the slogan
the researcher makes a table.
5.
No
Types of presupposition
Frequency
Percentage
1.
Existential presupposition
9
27%
2.
Factual presupposition
3
9%
After the writer makes the table, the writer began explaining each of the
presupposition that have been identifying and classifying.
6.
After that, the writer begins classifying the functions of presupposition
in advertisements. To make it easier, the writer make table after
identifying
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Number of
Implicit
Causing reader
Making the
captions
competition (1)
to consider for
advertisement
existence of
short and
the products or
memorable (3)
services (2)
1
2
7.
√
√
√
After that the writer explains about the function from each data
clearly.
8.
The last the writer gives conclusion and suggestion from the
research.
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CHAPTER IV
FINDING AND DISCUSSION
This chapter is about finding and discussion of this thesis. It provides the
answer of three researcher problems that have been presented in the first chapter.
4.1 Finding
In this section the researcher presents the analysis of presupposition in
beauty product advertisement especially lips products and face products
byMakeOver Cosmetic. In the types of presupposition, it is shown the percentage
frequency from each of the type of presupposition in the form of tables. It is also
followed by the screen shoot and the explanation of the sentence on Website. In
the function of presupposition in advertisements show the example for each of the
function of presupposition in the advertisement. It is also followed by tables and
the explanations for each the functions of presuppositions in advertisements.
4.1.1 The types of Presupposition in MakeOver products
In this study, the writer finds three types of presupposition from six types
of presupposition by Yule (1996). They are Existential presupposition, Factive
presupposition, Lexical presupposition, this study the writer finds that a slogan
can be more than one type of presupposition.
The following are the results of frequency and percentage from each of the
types of presupposition in the form of a table. There are some explanations related
on the table in detail below the table.
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Table 4.1.1: The result of the types of presupposition
No
Type of
presupposition
1.
Existential
Lips
Face
Frequency Percentage
product product
9
11
20
58,81%
presupposition
2.
Factive presupposition
1
0
1
2,95%
3.
Lexical
4
6
13
38,24%
34
100%
presupposition
TOTAL
The table shows that existential presupposition is the highest type of
presupposition in advertisements.
After showing total frequency and percentage of types of presupposition
use in MakeOver’s products advertisements, later on the researcher classifies and
explains
each slogan
of lipstick product
advertisements
that
contain
presupposition.
4.1.1.1 Existential Presupposition
Existential presupposition is the assumption of the existence of the entities
name by the speaker and more widely assumes the presence of existence of the
statements in the utterances. Since all data has been analyzed by the writer, there
are twenty slogan or 58,81% containing existential presuppositions. The twenty
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data from the slogan which contain existential presuppositions are from all data.
So, all data of slogan of face and lips products advertisement containing of
existential presupposition. The following is more explanation of the data 5, 7, 17,
18, 20.
Data from face product;
Data 5
“BLUSH ON SINGLE”
The data 5 above is a kind of face product of MakeOver brand. The
presupposition when the readers read the slogan from the data, the reader directly
makes presupposition that there is cosmetic by MakeOver brand, the cosmetic is
Blush On with single color inside it. The slogan contains existential
presupposition because through the slogan, the reader can see the existence of
single color type of blush on by MakeOver brand.
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Data 7
Data 7 is a face product through the slogan “face contour kit”, the readers
directly makes a presupposition that there is cosmetic for face with function to
contour the face and is presented in one place its by MakeOver brand. The slogan
contains existential presupposition because by reading the slogan “face contour
kit” the reader can see the existence of cosmetic with function to contour the face.
Data 17
The data above is a lips product. The product that appeared in data 17
informs the shape of the product. By knowing the slogan “liquid lips color”, the
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readers can make the presupposition that there is a liquid lipstick from MakeOver
brand. The data contains existential presupposition since by seeing the slogan,
readers can see the existence of liquid lips that have many colors from MakeOver
brand.
Data 18
Data 18 tells about a lip product that advertised by MakeOver. By
applying this product, consumers own a lush and sweet lips. This product makes
lips become very soft because it moisturiz
Website
THESIS
Submitted as partial fulfillment of the requirements for the Bachelor
Degree of English Department, Faculty of Letters and Humanities,
Sunan Ampel State Islamic University Surabaya
By:
ELOK FAIQOH
Reg. Number: A03213016
ENGLISH DEPARTMENT
FACULTY OF ARTS AND HUMANITIES
SUNAN AMPEL STATE ISLAMIC UNIVERSITY
SURABAYA
2017
ABSTRACT
Faiqoh, Elok. 2017. An Analysis Of Presupposition in MakeOver Beauty Products
Advertisements On Website. English Department Faculty, State Islamic University
Sunan Ampel Surabaya.
Advisor: Raudlotul Jannah, M. App. Ling.
Key Terms
: Beauty products Advertisements, Presupposition, Pragmatic.
This research aims to describe the types and functions of presuppositions
contained in MakeOver beauty products advertisement on Website. In the analysis
the writer uses the theory of Yule about presupposition in 1996. The research method
is descriptive qualitative method because the writer describes and interprets a
phenomenon of presupposition.
From the analysis that has been conducted by the writer on the type and
functions of presupposition in advertisements, the writer finds 34 of presupposition of
three types of presuppositions: The slogan contains three types from six types of
presupposition. They were twenty of existential presuppositions one of factive
presupposition, thirteen of lexical presupposition. The writer also finds three function
of presupposition in beauty products advertisement. Six advertisements which
containing implicit competition, fifteen advertisements contain causing reader to
consider the existence and five advertisements making the advertisement short and
memorable.
The writer hopes that the future researchers who are interested in studying
pragmatics to make other pragmatics analysis of the data in this research such as
speech act, entailments, deixis or implicatures. It is also suggested for those who are
interested to observe presupposition to explore more about presupposition in another
sentence or text.
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INTISARI
Faiqoh, Elok. 2017. An Analysis Of Presupposition in MakeOver Beauty Products
Advertisements On Website. English Department Faculty, State Islamic University
Sunan Ampel Surabaya.
Pembimbing: Raudlotul Jannah, M. App. Ling
Kata Kunci : Beauty products Advertisements, Presupposition, Pragmatic.
Penelitian ini bertujuan untuk mendeskripsikan jenis dan fungsi presuposisi
yang terkandung dalam iklan MakeOver produk kecantikan pada website. Dalam
analisa ini, penulis menggunakan teori Yule tentang presupposition pada tahun 1996.
Metode penelitian yang digunakan adalah metode penelitian deksriptif karena penulis
akan menjelaskan dan menafsirkan fenomena tentang presupposisi.
Dari analisis yang telah dilakukan yang telah dilakukan oleh penulis pada
jenis-jenis dan fungsi presupposisi dalam periklanan,penulis menemukan 34 data
yang mengandung presupposisi. Slogan terdiri dari tiga tipe presuposisi dari enam
jenis presupposisi: dua puluh dari existential presupposition, satu dari factive
presupposisi, satu dari lexical presupposisi. Berdasarkan pada penelitian penulis juga
menemukan tiga fungsi dari perikalan pada produk kecantikan. Dua puluh periklanan
terdiri dari implicit competition, satu iklan berisi causing reader to consider the
existence dan tiga belas iklan terdiri dari making the advertisement short and
memorable.
Penulis berharap bahwa peneliti selanjutnya yang tertarik untuk mempelajari
pragmatik untuk membuat analisis pragmatik lain seperti speech act, entailments,
deixis or implicatures. Hal ini juga di sarankan bagi mereka yang tertarik untuk
mengamati presupposisi untuk mengeksplorasi lebih lanjut tentang presupposisi
dalam kalimat atau teks lain
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TABLE OF CONTENTS
Inside the Cover Page …………………………………………………… i
Declaration Page ………………………………………………………… ii
Advisor’s Approval Page ......................…………………………………. iii
Motto …………………………………………………………………….
v
Dedication Page …………………………………………………………. vi
Acknowledgement ………………………………………………………. vii
Table of Contents ………………………………………………………..
viii
Abstract ………………………………………………………………….
x
Intisari …………………………………………………………………… xi
CHAPTER I: INTRODUCTION
Background of the Study ………………………………………………... 1
Research Problems ………………………………………………………
5
Research Objectives ……………………………………………………..
6
Significance of the Study ………………………………………………..
6
Scope and Limitation ……………………………………………………
6
Definition of Key Terms ………………………………………………...
7
CHAPTER II: REVIEW OF LITERATURE
Pragmatic ...…………...…………………………………………………
8
Scope of pragmatics………………..……………………………………
10
Presupposition…………………………………………………....………. 13
Advertisements ………….…. …………………………………………...
17
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Function of presupposition ……………………………………………… 21
Related Studies …………………………………………………………
22
CHAPTER III: RESEARCH METHODOLOGY
Research Design …………………………………………………………
24
Data Collection ………………………………………………………….. 25
Data Analysis ……………………………………………………………. 25
CHAPTER IV: FINDINGS AND DISCUSSION
Findings ………………………………………………………………….. 28
Discussion ……………………………………………………………….. 45
CHAPTER V: CONCLUSION AND SUGGESTION
Conclusion ………………………………………………………………. 48
Suggestion ……………………………………………………………….
49
REFERENCES ….……………………………………………………...
50
APPENDIX ....…………………………………………………………... 52
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CHAPTER I
INTRODUCTION
1.1 Background of Study
People use language to communicate, interact and share their ideas,
thought and feelings. By using language to communicate people can get what
speaker’s purpose in conversation. Generally, communication’s purpose is to
deliver the message by the speaker to the hearer.
One of field in society that uses language as a tool to communicate and
bring some profits economically is an advertisement. Advertisement is a kind of
messages paid that usually used by people to inform or influence other people.
Nowadays advertising uses every possible media to get its message through. It
such as television, printed (newspaper, magazines, journals etc), radio, press,
internet, direct selling, hoarding, mailers, contest, sponsorship, posters, clothes,
events, visuals, and even people (endorsements). Advertising usually informs the
potential consumer about products, services, benefit and utilities. It also persuades
the consumers to purchase their products and services.
Since language is a powerful tool for a human being to communicate with
others effectively. Therefore, the use of right and effective language both in
spoken and in written brings success. All the successful persons use select
vocabulary in order to attract audience and get success in their life. Likewise, kind
of language that is used in advertisements in mass media as well as in leading
journals and newspapers brings big success to companies. Language has a
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2
powerful influence over people and their behavior. The choice of language to
convey specific messages with the intention of influencing people is vitally
important. It is arranged as good as possible to get people’s attention.
According to Stan Rap and Tom Collins (1955), the language of
advertisement must be able to arouse, to persuade and to be informative. It means
that the language of advertising must pay attentions to people that can give the
solution to the consumer. And the language use of advertisement must be
communicative and make the people easy to comprehend the message. Persuade
means that the language use makes the people interest with the products. Wang
(2017) mentions that the language of advertising is indifferent degrees influenced
by linguistics, psychology, economics, marketing strategy, sociology and
aestheticsetc. Thus, the language used by advertisers must be multi- functional
commercial to earn interest many people. It can be concluded that the content of
advertisements must be objective and honest, brief and clear, not making pass to
group or other producer and make attractive attention.
Advertisements often convey ideas indirectly rather them overtly. The
advertisers have to use some ways to make it simple and easy, for example using
one of pragmatics elements to deliver the message to the readers or the viewers.
That is a presupposition, Yule (1996) states that presupposition is something the
speaker assume to be the case prior to making utterance. It is an important part of
any massage leaving the person’s mind that provides the meaning.
Presupposition is often employed in the language of advertising. One
importants function of presupposition is to make an advertisement comparative,
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3
most importantly and avoid breaking the law. An example such use of
presupposition is the one labeled at Apung Rahmawati restaurant “Ayam baka
rterdahsyat di dunia” this statement presupposes that the restaurant is the best
when it is compared to the other restaurant of the same product type. To make it
legal, the advertisements cannot directly assert that their product is better than
other restaurants of the same product types, so they presuppose the message.
Regarding the restaurant above, the advertisement cannot directly assert,
“Apung Rahmawati restaurant is better than Primarasa restaurant”, otherwise
Apung restaurant would probably into legal disputes. Therefore, they simply state
that it is the best without explicitly comparing it with others. Presupposition used
in this particular advertisement to indirectly compare Apung restaurant with its
competitors and to state that Apung restaurant is the best, those to persuade
consumers to buy its products rather than those of its competitors.
Another important function of applying presupposition in advertisement is
to convey the message in 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.
There are some strategies to achieve sales promotion, advertisement writer
usually loves to use some exaggerated words, phrases and expressions to describe
the advertised products or services. By doing that technique, the advertisement
will give a very deep impression on the minds of the consumers; presupposition
can play its role again because it can downgrade the praising words, phrases and
expressions and make the advertisement at least appear to be more objective. In
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order to persuade the consumers to buy the advertised products, the advertisement
writers must convince the consumers what they said in the advertisement is true.
Presupposition can help to make the advertisement more persuasive in that
presuppositions have the ability to survive under negation or question.
Presupposition can also be used to cheat the consumers if the claims of the
advertisements are false because in most cases the consumers are really not in a
position to learn whether the presupposition in the advertisement is true or not.
Consumers have been cheated by the presupposition and been attempted to
purchase the product with a belief of its quality. The reason is that the consumers
do not want to spend too much time in checking the truthfulness of the contents of
the advertisements and at the same time, they also lack related professional
knowledge and means.
In addition, advertisement is primarily persuasive in its nature. The crucial
part of advertisement language is presupposition. There are many functions of
presupposition use in advertisement. Some of them use it to persuade consumers
to buy their products, other use it to shorten their messages and grab public
attention. Finally, presupposition is multi- functional in commercials. It is
considered one of the most effective communication means between the
consumers and the advertiser. So, Presupposition is a very important notionin
pragmatics can serve the multiple purposes of advertisement. Therefore
presupposition and the language of advertising should be studied together.
MakeOver is one of beauty product from Indonesia which is sale some
product of beauty. They are face product, eye product, lips product, pro palette,
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skin care and beauty tools. The researcher is interested in analyzing
presupposition that used by MakeOver and choose MakeOver as an object of the
research since MakeOver is a brand that has a lot consumer in Indonesia. The
products of MakeOver that will be analyzed by the researcher are Lips products
and Face products. Based on Website, the best seller of MakeOver’s products are
Lip
products
and
face
products.
MakeOver
has
a
website
www.makeoverforall.com which is advertise their product use English and it is
easy for the researcher to analyze the presupposition that may contain in a slogan.
The researcher has two research problems to be analyzed. They are what
type of presupposition that used on Website of MakeOver beauty products
advertisements and function of presupposition that used on Website of MakeOver’s
products. The researcher also used descriptive qualitative methodology to support
the analysis.
1.2 Research Problem
This study is conducted to answer the problems formulated in the
following questions:
1. What are types of presupposition that used on Website of MakeOver
beauty products advertisements?
2. What are functions of presupposition that used on Website of MakeOver
beauty products advertisements?
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1.3 Research Objective
1. To find out types of presupposition used on Website of MakeOver beauty
products advertisements.
2. To find out functions of presupposition used on Website of MakeOver
beauty products advertisements.
1.4 Significant of the Study
The findings of this research are supposed to give valuable contributions
theoretically and practically. Theoretically, from this research are expected to be
one of the sources in pragmatics studies particularly on the type of presupposition
in advertisement especially in lipstick product and the function of presupposition.
Practically, this study can help linguistics researchers, social media reviewers to
examine a certain linguistic characteristic of some advertisements. Well, as it may
also become a type and function of presupposition analysis for pragmatics studies
learners. The result of this study hopefully gives advantage for advertiser who will
create an advertisement in order to be better in their works.
1.5 Scope and Limitation
This analysis focuses on finding the types and the functions of
presupposition in Lipstick products advertisements. The writer selected Lipstick
products of MakeOver Cosmetic. The researcher took the data from slogan on
picture which has been uploaded on official Website of MakeOver cosmetics where
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is in the slogan of the picture contains presupposition. The products were lips
products and face products.
1.6 Definition of Key Term
Pragmatic is concerned with the study of meaning as communicated by a
speaker (writer) and interpreted by a listener (reader). (Yule, 1996;3)
Presupposition is something the speaker assume to be the case prior to
making an utterance.( Yule, 1996;25)
Advertising is a sales message directed at mass audiences that seeks through
persuasion to sell goods, service or ideas on behalf of the paying sponsor.
(Burke, 1980;6)
MakeOveris a brand cosmetic from Indonesia.
Website
is
simply site,
is
a
collection
of
related web
pages,
including multimedia content, typically identified with a common domain
name, and published on at least one web server. A website may be accessible
via a public Internet Protocol (IP) network, such as the Internet, or a
private local area network (LAN), by referencing a uniform resource
locator (URL) that identifies the site.
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CHAPTER II
REVIEW OF LITERATURE
2.1 Theoritical Framework
2.1.1 Pragmatic
Based on Yule (1996: 3) there are 4 areas about Pragmatic explanation;
Pragmatics is the study of speaker meaning. It is means that pragmatic is
the science of studying about the meaning and delivered by the speaker (or writer)
and interpreted by a listener (or reader).
Pragmatics is the study of contextual meaning. In this type, needed the
consideration about how the speaker arrange what he want to say adapted with the
listener, where the condition is, when and how.
Pragmatics is the study of how more gets communicated than is said.. This
type digs how listeners can make inferences about what is said in order to arrive at
an interpretation of the speaker’s intended meaning and how great deal of what is
unsaid is recognized as part of what is communicate.
Pragmatics is the study of the expression of relative distance. This
perspective generates problem on what determines the choosing between what is
submitted and what is not submitted.
Yule (1996:4) also differentiates three branches of linguistic study to see
its relationship with other areas of linguistic analysis. Firstly, he defines syntax as
the study of relationships between linguistic forms - how they are arranged in
sequences, and which sequences are well-formed. This type of study generally
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takes place without considering any world of reference or any user of the forms.
Secondly, he considers semantics as the study of the relationships between
linguistic forms and entities in the world - how words literally connect to things.
Semantic analysis also attempts to establish the relationships between verbal
descriptions and states of affairs in the world as accurate (true) or not, regardless
of who produces that description. Thirdly, he regards pragmatics as the study of
relationships between linguistic forms and the users of those forms.
As social individuals, people spend much of their time talking or
interacting with other people. These interactions involve utterances can be
analyzed by pragmatic analysis to find out the speaker’s intended meanings, the
listener’s assumptions or receptions regard with some aspects such as who the
speaker and the listener are, what relationship they have, and in what context they
are in when they interact. The meaning gained from an utterance may differ from
one to another person; it depends on the mentioned aspects. For example, two
friends, Raisa and Hamis, are having a conversation which may imply some
things and infer some other things without providing any clear linguistic evidence
of „the meaning’ of what was being communicated.
Raisa : “Coffee?”
Hamis : “It would keep me awake all night”
Raisa has to know that Hamis has to stay up all night to study for an exam
to comprehend that Hamis receives her offering.
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2.1.2 Scope of Pragmatic
Yule (1996: XII) describes the subject areas of pragmatics as follows:
2.1.2.1 Context
In which presuppositions are assumed to be true we have only considered
context (Yule, 1993:29). According to Widdowson (2007:19-26), context is
aspects of extra-linguistic reality that are taken to be relevant to communication.
Context is the common knowledge of the speaker and the hearer involved in a
conversation.
2.1.2.2 Entailment
Yule (1996: 25) states that entailment is something that logically follows
from what is asserted in the utterance. For example:
(1) Mary’s brother has bought three horses.
In producing the utterance (1), the speaker will normally be expected to
have the presuppositions that a person called Mary has a brother. The speaker may
also hold the more specific presuppositions that Mary has only one brother and
that he has a lot of money. In fact, all of these presuppositions are the speaker’s
and all of them can be wrong. The sentence in (1) will be treated as having some
entailments such as Mary’s brother bought something, Mary’s brother bought
three animals, somebody had bought three horses, and other similar logical
consequences.
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2.1.2.3 Deixis
Deixis is a process whereby words or expressions rely absolutely on
context. It is a technical term from Greek for one of the most basic things we do
with utterances which means „pointing’ through language. For example:
(6) Jim: “I’ll put this here”
(The context is Jim is telling his wife that he is about to put the key of the
house in the kitchen drawer)
From sentence (6) it can be seen two deictic expressions – „this’ and
„here’. These deictic expressions are conventionally understood as the expressions
of being „near speaker’.
2.1.2.4 Implicature
Yule (1996: 131) states that implicature is a short version of
conversational implicature which is defined as an additional unstated meaning in
conversation. There is a basic assumption in conversation that each participant
(the speaker and the listener) attempt to cooperate to the exchange of talk. People
produce implicatures all the time but are mostly unaware of it. For example, if
someone asks, “Could you close the door?” the listener does not usually answer
“Yes,” instead they perform the nonlinguistic act of closing the door. In this case,
although the speaker uses a form of words that is conventionally a question; the
listener can infer that the speaker is making a request.
Here are two examples of implicature which implicate “I don’t like” and
“I’m not going”:
(7) A: “Do you like the color?”
B: “Red is red.”
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(The context is - A and B are close friends and A knows well that B does
not like red color) Stating that “Red is red” in (7) is apparently both too
informative (since people already know that red is red) and not informative
enough because B does not directly answer the question of A. There may be some
interpretations gained by anyone when hearing B’s answer, but since the context
is A knows that B really does not like red, then B has given the answer of the
question. Thus, A understands that B does not like the color they are talking
about. B does not say that she/he does not like the color but she/he implies it.
2.1.2.5 Presupposition
Presupposition is one of important Yule (1996: 133) states that
presupposition is something the speaker assumes to be the case prior to making an
utterance. Speakers, not sentences, have presuppositions. For example:
(9) Where has Anne looked for the keys?
Presupposition of (9): Anne has looked for the keys, but she has not found
it yet.
(10) Do you want to do it again?
Presupposition of (10): You have done it already, at least one time.
(11) My wife is pregnant
Presupposition of (11): The speaker has a wife.
Yule (1996:27-29) also states that presupposition has six type, that are;
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Existential Presupposition
This type of presupposition is not only assumed to be present in possessive
constructions (for example, „your car’ >> „you have a car’), but more generally in
any definite noun phrase. By using any of the expressions in (12), the speaker is
assumed to be committed to the existence of the entities named.
(12) The King of Sweden, the cat, the girl next door, the Counting Crows
Other triggers of existential presupposition: the (definite article), a/an
(indefinite article), this, that, these, those (demonstrative) my, their, her,
his, our (possessive pronoun).
Factive Presupposition
The presupposed information following a verb like „know’ can be tread as
a fact and is described as a factive presupposition.
Example:
(13) I regret inviting him
Presupposition of (13): I invite him.
(14) It isn’t odd that she come early
Presupposition of (14): She comes early.
(15) She didn’t realize that he is a teacher
Presupposition of (15): He is a teacher.
Other triggers of factive presupposition: know, be sorry that, be proud that,
be indifferent that, be glad that, be sad that, be odd that, surprised that, know that,
matter, realize that, aware that, notice that, discover that.
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Lexical Presupposition
This is assumption that in using one word, the speaker can act as if another
meaning (word) will be understood. For example:
(16) Fathan stopped running
Presupposition of (16): He used to run.
(17) You are late again
Presupposition of (17): He was late before
In this case, the use of the expressions stop and again are took to
presuppose another (unstead) concept. Others triggers of lexical presupposition:
return, no more, another time, anymore, come back, repeat, still, restore.
Structural Presupposition
In this type, the assumption is associated with the use of certain words and
phrases and assumed to be true. WH- question construction in English are
conventionally interpreted with the presupposition that the information after the
WH- form is already known to be the case.
Example:
(18) When did she travel to the USA?
Presupposition of (18): She traveled.
(19) Where did you buy the book?
Presupposition of (19): You bought the book.
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Non-Factive Presupposition
This type is an assumption that is assumed not to be true. In this type, verb
like dream, pretend and imagine are used with the presupposition that what
follows is not true.
Example:
(20) She dreamed that she was married
Presupposition of (20): She was not married.
(21) He imagine he was a president
Presupposition of (21): He was not a president.
Counterfactual Presupposition
The assumption that what is presupposed is not only not true, but also the
opposite of what is true or contrary to facts is counterfactual presupposition. For
instance, some conditional structural, presupposes that the information, in the ifclause is not true at the time of utterance.
Example:
(23) If you were my daughter, I would not allow you to do this.
Presupposition of (23): You are not my daughter.
Indicators of potential presuppositions discussed so far are summarized in
Table 21.
Type
Example
Presupposition
Existential
The X
>> X is exist
Factive
I regret leaving him
>> I left him
Non-factive
He pretended to be happy
>> He wasn’t happy
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Lexical
He managed to escape
>> he tried to escape
Structural
When did she die
>> She died
Counterfactual
If I weren’t ill.
>> I am ill
2.1.3 Advertisment
The term advertising is closely related to marketing strategy. In marketing
strategy, advertising can be included into the promotional part. Advertising costs
much money for paying the media, which is selected. So, every company must be
able to choose the right media to advertise their product. It is better for us to know
the definition of advertising for further understanding. There are so many
definitions about advertising, but the writer chooses the simple meaning of
advertising which can be understood easily.
Burke (1980: 6) states that advertising is a sales message, which is
directed on mass audience that views through persuasion language to sell goods,
services, or ideas on behalf of the paying sponsor. After knowing the definition,
the useful components of advertisements will be described below.
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2.1.3.1 Type of Advertisments
Jefkins (1997: 39) divides type of advertisements into seven types:
Consumer Advertisements
There are 3 types of goods in consumer advertisements, they are:
1. Consumer good is the goods which are sold repeatedly and people daily
necessity. Such as food and beverage, shampoo, cigarette, etc.
2. Durable Goods is the goods are more expensive than consumer goods
and more endurable. Such as household, clothes, electronic devices.
3. Consumer Services is services for security, prosperity and
entertainment. Such as bank, hotel, restaurant, travel, insurance, machine
shop, healthy treatment.
Business – to – business Advertisements
The function of business-to-business advertisements is to promote
the goods and non-consumer service. It means that either advertiser or its
target is called company. The advertised product are those which are to be
processed or are the elements of production such as advertising of raw
materials, components, spare parts and accessories, manufacture facilities
and machines, and services like insurances, stationary and soon.
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Every company generally needs supply from other company.
Because the most made products are produced from raw materials,
components or spare part which are taken from other company.
Trade Advertisements
Trade advertisement is addressed to distributors, big companies,
agents and exporters / importers. This advertisement advertises products to
be resold.
The function of trade press is to give information to the traders or
wealthy people about products which are available to be resold by
introducing new products or by reminding old products along with any
sales or promotions. Mail service is usually used by company to promote
their product. Another media which is used trade advertisements are trade
exhibition. But television is also used to promote.
Retail Advertisements
This advertisement has different character between trade
advertisements and consumer advertisements. The example of this
advertisement is an advertisement which is made by supermarket or big
shops. This advertisement is located in all shopping center. There are 3
objectives of this advertisements, they are:
1. To make the company becomes popular
2. To sell the exclusive goods for certain shop
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3. To sell shop’s stocks
Cooperative Advertisements
This cooperative advertisement is special for retail advertisements.
Besides that, there is another type of cooperate advertisements, it is to join
promotion.
Financial Advertisements
Generally, bank advertisements, insurance advertisements are
financial advertisements. The function of financial advertisements is to
collect donation or to offer financial capital such as insurance, stock
selling, debenture, and pension donation.
Newspaper, especially business newspaper is usually used by
financial advertisements. It usually uses big area in a page because
financial advertisements shows full information about all of company plan
to influence and made investor join them.
Recruitment Advertisements
The objective of recruitment advertisements is to recruit employee
candidate.
The Media of Advertisements
According to Craven (1987: 36), the media of advertisements is
divided into two: print media and broadcast media. Further, print media
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consist of newspaper, magazine, direct mail, outdoor advertisements and
transit advertisements. Besides, broadcast media consist of television and
radio.
Printed Media
a. Newspaper
Newspaper is a regularly schedules publication containing news,
information, and advertising, usually printed on relatively inexpensive,
low-grade paper such as newsprint.
b. Magazine
Magazine is a publication, generally published on a regular
schedule, containing of a variety of articles. They are generally financed
by advertising, by a purchase price, by pre-paid magazine subscriptions, or
all three. In magazine advertisement, the advertisers usually use slogan
and pictures in their advertisement. The definition of slogan is a
memorable motto or phrase used in a political, commercial, religious and
other context as a repetitive expression of an idea or purpose. While
advertising slogans are short, often memorable phrases used in advertising
campaigns. They are claimed to be the most effective means of drawing
attention to one or more aspects of a product
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c. Direct Mail
Direct Mail is the most selective advertisements medium. It has to
be supported bymany components, such as computer, modem, etc. but it
still can be used as an option.
d. Outdoor Advertisements
Outdoor advertisement is essentially any type of advertising that
reaches the consumer while he or she is outside the home. This is in
contrast with broadcast, print and internet advertising.
e. Transit Advertisements
It is the standardize medium of another from of sign
advertisements, which uses public transportation facilities.
Broadcast Media
a. Television
Television is one of the broadcast media, which is the most
versatile and powerful. It is certainly the most expensive of the media.
b. Radio
Radio is another type of broadcast media, which has recovered
from the losses inflicted by television, by focusing on special segments of
the population. It is cheaper than using television as the media of
advertisements
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2.1.4 The Function of Presupposition
Presupposition is used for the same functions in the world. The following
is a brief explanation of the functions of presupposition in the advertisements
(Lam, 2009).
1. Implicit competition
A presupposition is often used in advertising discourse and important
function of it is to make comparative advertising and most importantly to avoid
breaking the law. This is examples of the use of implicit competition in
advertisements slogan.
Top white coffee “the authentic taste of white coffee”
Through the slogan, the readers make a presupposition that Top white
coffee product is the most special taste when compared to other hands of the same
products.
2. Causing readers to consider the existence of the service.
The presupposition is also used in advertisements in another function. It is
may cause “the reader to consider the existence of objects, prepositions, and
culturally defined behavioral properties” (Sells and Gonzeles, 2002). The
following are example of beauty product slogans in advertisements that cause the
reader to consider the existence of a product:
Wardah “Inspiring beauty”
Through the slogan, the readers make a presupposition that the readers that
wants to be beauty can inspired with Wardah cosmetic product, because product
of Wardah will be make the readers beauty.
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3. Making the advertisement short and memorable
Further function of applying the presupposition in advertising is to make
sure advertisements convey the message in a way that is short and easy to
remember. By using presupposition, information can be shared between the reader
and advertiser without explanation or a need for convincing (Nilsen, 1994). The
following are examples of advertising slogans that short and memorable.
Indomie “seleraku”
Through the slogan, the readers make a presupposition that the food is
become our appetite.
2.2 Related Study
Regarding on this study, the researcher found some other researchers
which the topic are related:
First, Ricco and Hafidz (2012) they presented the analysis of
presupposition used in novel Harry potter and deathly hallows by J K Rowling.
The researcher took 50 samples of data to see what forms of difference emerged.
In the 50 samples the author found 5 of 6 presupposition types; Existential
presupposition, Factive presupposition, Lexical presupposition, Structural
presupposition, Conterfactual presupposition. Then the authors get the findings
that the form or type of presupposition that often appear and used in the novel is
the type of Structural Presupposition. However this research is less explanation
and discussion. There is no clear explanation about non- factive presupposition
because in the data there is no about it.
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The second is Yunita (2009). Her research aims to find out the
presupposition in the play three sisters drama by Anton Chekhov. In her research
to classify the type of assumption she used the theory of presupposition stated by
Kartunen (in Levinson's book: 1983). In this case is very different from this study
which uses the Yule theory.
The last study of pragmatic can be seen from Diah (2013). She presented
the analysis about presupposition in good advertisement slogan of The Jakarta
Post. The result of her study is she found that the dominant type of presupposition
applied in goods advertisement slogans is existential and the second one is lexical.
So, at the completion of her research, the advertiser prefers to apply existential
and lexical presumptions because they are considered to be the appropriate type of
advertising slogan.
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CHAPTER III
RESEARCH METHODOLOGY
In this chapter, the researcher discusses the method of the study that is
divided into five part, they are research design, research instrument, data source,
data, techniques of data collection and techniques of data analysis.
3.1 Research Design
The design of this research which is used by the writer was descriptive
qualitative method because the researcher described, interpreted a phenomenon
such as condition and existing relationship, a growing opinion, using scientific
procedures to address the actual problem. The descriptive research method was
widely used in research which aimed to describe the nature of situation as it exist
at the time of the study and to explore the causes of particular phenomena. That
was a research method which describes systematically a situation or area of
interest factually and accurately (Isaac and Michae,l 1987;42). So, this research is
in accordance with descriptive method because in this research attempts to
identify, classify and explain a problem or phenomenon about presupposition
found of slogan in some picture that uploading by MakeOver beauty product
advertisement.
3.2 Research Instrument
Two instruments are used in this research: human and non-human
instrument. The human instrument is the researcher herself, because she is the one
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who collects and observe the data. The non- human instrument is gadget that used
to take the data from website.
3.3 Data and Data Source
The data were words and sentences of this research are taken from slogan
advertisement in some pictures of products that are uploaded by MakeOver
website and the pictures about lips and face beauty products.
3.3.1 Technique Data Collection
In this study, the writer collects the data by doing the followings steps:
1. The writer visits website of MakeOver in www.makeoverforall.com
2. The writer begins collecting the picture of MakeOver’s Lips and Face
products.
3. The writer selectsthe pictures as many as possible about the slogan
predicated contains presuppositions.
4. The writer selects from all pictures into thirteen. The thirteen picture
that have the captions are contains of presupposition.
3.3.2
Technique Data Analysis
After the writer collecting the data, the writer begins to analyzing the data:
1. The writer identifies selected of picture capture that the slogan contains
presupposition from MakeOver Lips and Face products.
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2. To make it easier, the researcher gives the number of the data 1-20
numbers.
Data 1
“ULTRA COVER LIQUID MATT FOUNDATION”
Data 2
“PERVECT COVER CREAMY FOUNDATION”
3. The writer classifies the slogan that contain presupposition based on the
type of presupposition of Yule (1996:133).
4. For frequency and percentage of the types that contains in the slogan
the researcher makes a table.
5.
No
Types of presupposition
Frequency
Percentage
1.
Existential presupposition
9
27%
2.
Factual presupposition
3
9%
After the writer makes the table, the writer began explaining each of the
presupposition that have been identifying and classifying.
6.
After that, the writer begins classifying the functions of presupposition
in advertisements. To make it easier, the writer make table after
identifying
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Number of
Implicit
Causing reader
Making the
captions
competition (1)
to consider for
advertisement
existence of
short and
the products or
memorable (3)
services (2)
1
2
7.
√
√
√
After that the writer explains about the function from each data
clearly.
8.
The last the writer gives conclusion and suggestion from the
research.
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CHAPTER IV
FINDING AND DISCUSSION
This chapter is about finding and discussion of this thesis. It provides the
answer of three researcher problems that have been presented in the first chapter.
4.1 Finding
In this section the researcher presents the analysis of presupposition in
beauty product advertisement especially lips products and face products
byMakeOver Cosmetic. In the types of presupposition, it is shown the percentage
frequency from each of the type of presupposition in the form of tables. It is also
followed by the screen shoot and the explanation of the sentence on Website. In
the function of presupposition in advertisements show the example for each of the
function of presupposition in the advertisement. It is also followed by tables and
the explanations for each the functions of presuppositions in advertisements.
4.1.1 The types of Presupposition in MakeOver products
In this study, the writer finds three types of presupposition from six types
of presupposition by Yule (1996). They are Existential presupposition, Factive
presupposition, Lexical presupposition, this study the writer finds that a slogan
can be more than one type of presupposition.
The following are the results of frequency and percentage from each of the
types of presupposition in the form of a table. There are some explanations related
on the table in detail below the table.
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Table 4.1.1: The result of the types of presupposition
No
Type of
presupposition
1.
Existential
Lips
Face
Frequency Percentage
product product
9
11
20
58,81%
presupposition
2.
Factive presupposition
1
0
1
2,95%
3.
Lexical
4
6
13
38,24%
34
100%
presupposition
TOTAL
The table shows that existential presupposition is the highest type of
presupposition in advertisements.
After showing total frequency and percentage of types of presupposition
use in MakeOver’s products advertisements, later on the researcher classifies and
explains
each slogan
of lipstick product
advertisements
that
contain
presupposition.
4.1.1.1 Existential Presupposition
Existential presupposition is the assumption of the existence of the entities
name by the speaker and more widely assumes the presence of existence of the
statements in the utterances. Since all data has been analyzed by the writer, there
are twenty slogan or 58,81% containing existential presuppositions. The twenty
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data from the slogan which contain existential presuppositions are from all data.
So, all data of slogan of face and lips products advertisement containing of
existential presupposition. The following is more explanation of the data 5, 7, 17,
18, 20.
Data from face product;
Data 5
“BLUSH ON SINGLE”
The data 5 above is a kind of face product of MakeOver brand. The
presupposition when the readers read the slogan from the data, the reader directly
makes presupposition that there is cosmetic by MakeOver brand, the cosmetic is
Blush On with single color inside it. The slogan contains existential
presupposition because through the slogan, the reader can see the existence of
single color type of blush on by MakeOver brand.
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Data 7
Data 7 is a face product through the slogan “face contour kit”, the readers
directly makes a presupposition that there is cosmetic for face with function to
contour the face and is presented in one place its by MakeOver brand. The slogan
contains existential presupposition because by reading the slogan “face contour
kit” the reader can see the existence of cosmetic with function to contour the face.
Data 17
The data above is a lips product. The product that appeared in data 17
informs the shape of the product. By knowing the slogan “liquid lips color”, the
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readers can make the presupposition that there is a liquid lipstick from MakeOver
brand. The data contains existential presupposition since by seeing the slogan,
readers can see the existence of liquid lips that have many colors from MakeOver
brand.
Data 18
Data 18 tells about a lip product that advertised by MakeOver. By
applying this product, consumers own a lush and sweet lips. This product makes
lips become very soft because it moisturiz