3. Presupposition
Presuppositions are the linguistic term for “implicit assumptions that the speakers make about the real world; and the sense of an utterance may depend on
those assumptions” Fromkin et al., 2003: 216. It means that presupposition is a background belief that the speaker shares to the listener. For instance, if someone
says Mary’s car is red, the listener will take the understanding that Mary has a car without the speaker saying it explicitly.
4. WEEKENDER Magazine
WEEKENDER magazine is a printed monthly by The Jakarta Post, the famous English newspaper industry targeted at high-intellectuals. This magazine
was launched in the beginning of year 2007. It is dedicated to give more value to subscribers and more space for advertisers. Since this magazine is targeted to
high-intellectuals, which are middle-high community, WEEKENDER magazine has a little bit complicated and sophisticated language of advertising.
WEEKENDER is a monthly magazine; it is usually published in the middle of the month. In this thesis, the writer will take the first year’s editions of the magazine
in order to limit the subject of population.
CHAPTER II REVIEW OF RELATED LITERATURE
This chapter is divided into two main parts, namely theoretical description and theoretical framework. In the theoretical description, the writer reviews the
main theories which are used as the references in the study. In the second part of this chapter, the writer draws a theoretical framework based on the theoretical
description which is used as the guideline to answer the problems formulated.
A. Theoretical Description
In the theoretical description, the writer discusses some theories which are used as the main references in this study. They are the theories on advertising, the
language of advertising, regulation of advertising, theories on presupposition, and magazines as the printed media.
1. Theories on Advertising
In Indonesia, advertising and advertisement are translated into periklanan and iklan. There is a slight difference between advertising and advertisement, yet
they pursue the same goal. Considering the relation between both, some theories in advertising are used for theories of advertisements. The followings are theories
from the experts about advertising and advertisement.
a. Definitions of Advertising and Advertisement
Clemente defines advertising as “one of the main action elements of the marketing communications mix that involves using paid media to communicate
persuasive information about a product, service, organization or idea” Clemente, 1992: 8. Here, he sees advertising as an action of communication in the
marketing world. The action is persuasive and needs a paid media to inform about a product, service, organization or ideas. Persuasion is the key of advertising as he
adds in his sentence, “the key benefits of advertising are providing product information and influencing attitude changes among consumers” Clemente, 1992:
8. He also adds that “advertising can be targeted to consumers in either narrow or broad geographic areas” Clemente, 1992: 8. It has three basic objectives:
a to inform consumers about new items, products uses, services available, or other useful information; b to persuade an audience to buy
an item, change brand preferences, or perceive an item or service differently; c to remind consumers about the need for an item or service
as where it can be bought.
Meanwhile, advertising decisions fall into two basic categories as follows Clemente, 1992: 8:
1 Message development
It refers to what is to be said. Messages may be intended to create awareness of a brand that favorably predisposes consumers to the product. It may
convey product benefits, built familiarity of the brand while reinforcing a unique selling proportion in the minds of consumers.
2 Media selection
This refers to determining where advertising communications will appear. Kelley 1967: 404 adds that the means of advertising may be in words,
pictures, diagrams, sounds, music, color, shapes, and symbols on two levels of significance, which are the rational and the emotional.
