PRESUPPOSITION IN JACO TV HOME SHOPPING.
PRESUPPOSITION IN JACO TV HOME-SHOPPING
A THESIS
Submitted to the English Department of UNIMED Medan
In Partial as Fulfillment of the Requirement for
The Degree of Sarjana Sastra
BY
MONICA GHEA LUWIQ
Registration Number 2103220029
ENGLISH AND LITERATURE DEPARTMENT
FACULTY OF LANGUAGES AND ARTS
STATE UNIVERSITY OF MEDAN
2014
ACKNOWLEDGEMENT
First of all, the writer express her best gratitude to ALLAH SWT, for
giving the writer blessing, endless love and mercy, especially in the process of
accomplishing this Thesis. In accomplishing this Thesis, the writer was helped by
so many beloved people and the writer would like to express her gratitude to:
Prof. Dr. Ibnu Hajar Damanik, M.Si. the Rector of State University of
Medan.
Dr. Isda Pramuniati, M.Hum. the Dean of Faculty of Languages and Arts
Prof. Dr. Hj. Sumarsih, M.Pd. the Head of English and Literature
Department.
Dra. Meisuri, M.A. the Head of Applied Linguistics Program.
Dra. Yunita Agnes Sianipar, M. Hum. her Thesis Adviser.
Dr. Zainuddin, DIP. TEFL, M.Hum., her Academic Adviser and her
Reviewer, Drs. Elia Masa Gintings, M.Hum., and Dr. Anni Holila
Pulungan, M.Hum. as her Reviewers and all her beloved Lecturers in
English and Literature Department.
Mam Eis, for her kind help in providing academic administrations to the
writer.
Her beloved family, her father, Mauluwi Iqbal, her mother, Nuri Marlinda,
her one more father, M. Sani, her uncle, Ali Hadi, her grand parents, Rajalin
Ismail and Nuraini, her aunt, Herni Rajalin, her brother, Jocki Hawari and
also her beloved cousins, Liza, Ali, Aal, Alica and Raisan. Thank you for
ii
the understanding and the big support in prayer, endless love, motivation and
financial while accomplished this thesis. The writer loves them so much more
than anything.
Her best friends, Detya, Desy, Pinta, Meto and Mariati thanks for your
love, happiness, and friendship that we have been through together. And to all
her friends in Applied Linguistics A and B 2010.
Her little family in “IPTN”, Bang Ali, Kak Adek, Kak Debie and other
teachers. Thank you for giving her chance to work there for over three years.
All others whose name cannot be mentioned one by one for their help and
support. Thanks for everything. May Allah bless us. Amin.
Finally, the writer admits that this thesis still far from being perfect.
Therefore, the writer would like to invite the readers to give suggestion for the
improvement of this thesis later on.
Medan, August 2014
The writer,
Monica Ghea Luwiq
iii
ABSTRACT
Ghea L, Monica 2014. Presupposition in Jaco Tv Home Shopping. A Thesis.
Faculty of Languages and Arts. State University of Medan.
The study deals with the types of presupposition and its asserted meaning in
advertisement of Jaco Tv Home Shopping. The objectives of study are to find out
the types of presupposition and the most dominant types which is used and to find
out the causes of the dominant types in Jaco Tv Home Shopping advertisement.
The research conducted by using descriptive qualitative design. The data collected
by choosing fifteen selected videos from four products. The results showed that
the types of presupposition that used in the four products are in beauty product:
existential presupposition (26.92%), lexical presupposition (32.69%), factive
presupposition (19.24%), structural presupposition (15.38%), non-factive
presupposition (1.92%) and counterfactual presupposition (3.85%); in health
product: existential presupposition (38.46%), lexical presupposition (26.92%),
factive presupposition (19.23%), structural presupposition (11.54%), non-factive
presupposition (15.79%) and counterfactual presupposition (0%); in fitness
equipment: existential presupposition (63.16%), lexical presupposition (0%),
factive presupposition (5.26%), structural presupposition (15.79%), non-factive
presupposition (15.79%) and counterfactual presupposition (0%); in home
appliances: existential presupposition (42.43%), lexical presupposition (24.24%),
factive presupposition (24.24%), structural presupposition (3.03%), non-factive
presupposition (6.06%) and counterfactual presupposition (0%). The dominant
type of presupposition that used by the advertisement was existential
presupposition in health product, fitness equipment and home appliances while
lexical was the dominant in beauty product. The cause of existential
presupposition became the most dominant presupposition in the advertisement of
Jaco Tv Home Shopping is Jaco Tv Home Shoppping advertisements used the
utterances formed by proper names, noun phrase, definite article and possessive to
show the existences of things in its advertisements and by lexical presupposition,
the advertisers tried to make the information can be directly understood by the
consumers.
i
TABLE OF CONTENTS
Page
ABSTRACT ............................................................................................................ i
ACKNOWLEDGEMENT .................................................................................... ii
TABLE OF CONTENTS..................................................................................... iv
LIST OF TABLES ............................................................................................... vi
LIST OF APPENDICES .................................................................................... vii
CHAPTER I. Introduction ................................................................................... 1
A.
B.
C.
D.
E.
Background of the Study .............................................................................1
The Problems of the Study ...........................................................................3
The Objectives of the Study ........................................................................3
The Scope of the Study ...............................................................................4
The Significances of the Study ....................................................................4
CHAPTER II. Review of Literature ...................................................................5
A. Pragmatics ...................................................................................................5
B. Presupposition ............................................................................................. 6
1. Existential Presupposition .................................................................... 8
2. Factive Presupposition ......................................................................... 9
3. Lexical Presupposition ......................................................................... 9
4. Structural Presupposition ....................................................................10
5. Non-Factive Presupposition ................................................................10
6. Counter-Factual Presupposition ..........................................................11
C. Advertising ................................................................................................11
D. Media of Advertisement ............................................................................11
1. Using Television ..................................................................................11
2. Using Radio .........................................................................................12
3. Using Newspaper .................................................................................12
4. Using Magazines .................................................................................12
5. Using Out-of-Home Advertising..........................................................12
6. Using Direct-response and Internet Advertising ..................................13
7. Sales Promotion ..................................................................................15
E. Jaco Tv Home Shopping ............................................................................17
F. Relevant Studies ........................................................................................18
G. Conceptual Framework .............................................................................19
iv
CHAPTER III. Research Method .....................................................................20
A. Research Design ........................................................................................20
B. Data and Source of Data ...........................................................................20
1. Data .....................................................................................................21
2. Source of Data .....................................................................................21
C. Technique for Collecting Data ..................................................................21
D. Technique for Analyzing Data ..................................................................22
CHAPTER IV. Data and Data Analysis ...........................................................23
A. Data ...........................................................................................................23
B. Data Analysis ............................................................................................23
C. Research Findings .....................................................................................30
CHAPTER V. Conclusion and Suggestion .......................................................40
A. Conclusion .................................................................................................40
B. Suggestion .................................................................................................42
REFERENCES .....................................................................................................43
APPENDIX ...........................................................................................................45
v
LIST OF TABLES
Page
Table 4.1. The percentage of presupposition types in Beauty Products of Jaco Tv
Home Shopping Advertisement .......................................................30
Table 4.2. The percentage of presupposition types in Health Products of Jaco Tv
Home Shopping Advertisement ........................................................32
Table 4.3. The percentage of presupposition types in Fitness Equipment of Jaco
Tv Home Shopping Advertisement ...................................................34
Table 4.4. The percentage of presupposition types in Home Appliances of Jaco Tv
Home Shopping Advertisement ........................................................36
vi
CHAPTER I
INTRODUCTION
A. The Background of the Study
In our daily life, language has vital a function as a tool of communication
for human. In communicating a message, an idea, a feeling, an information and a
wish of someone to others, people use language as their tool. The function of
language is not only to convey the message of a speaker but nowadays the
language is used as a media to persuade people. In persuading the people to do
something, language has the central position to make it run well or not. This kind
of function can be seen clearly in the language of advertisement. By using
presupposition can help to accomplish the purpose of advertising that is to
improve the persuasiveness and attractiveness of the advertisement (Li, 2005: 50).
Yingfang (2007: 56) says that the diction of the advertisements will directly
influence the costs because it will influence the time (especially for television
advertising) or space (especially for print advertising) of the advertisements. So,
the language of advertisement is usually designed to be short and easy to be
remembered and advertisement usually uses presupposition to persuade people to
buy the products. Peccei (1999: 21) states that presupposition has a great deal of
importance in persuasive language, particularly in courtroom and in advertising.
Presupposition and advertisement are tied to each other. Yule (2000: 26)
says presupposition is something the speaker assumes to be the case of prior to
making an utterance. Speakers, nor sentences, have presupposition. By using
1
2
presupposition in advertisement, it can help advertisement to give more
information because one important function of presupposition is to produce the
assertive information (Qiang, 2012: 167). For example:
“Koyo Honolulu can burn your fat in three minutes”
That statement presupposes that there is a koyo that named Koyo
Honolulu which can burn your fat only in a short time. Even in the reality none
knows whether this koyo really can burn your fat in a short time or not. Peccei
(1999: 23) says that advertisers are not allowed to directly assert claims about
their products of their competitors’ for which they have no evidence. So that, by
using presupposition, the advertisers try to make their consumers believe
something is true even it is not proved yet. This one of the benefits for advertiser
to make people build their own assumption about one product that is advertised.
Rahardi (2002: 42) claims that an utterance which contains presupposition in it is
an utterance that can’t be judged the truth or the untruth of it.
Presupposition also can be found not only in advertisement but also in
others fields such as mass media or can be used to trace the source of humor.
Presupposition can be used in mass media because the role of presupposition in
mass media’s use of language is of paramount importance in that media writers
attempt consciously or unconsciously to influence the audience understanding of
news events (Abbaspour, 2012: 734). Presupposition as one of the pragmatic
theories, also can be used to trace the source of humor. By using presupposition,
the actors try to make humor by saying something that makes the audiences to
have same presupposition for his utterances and then at last the actor will say
3
something that is contrary to the audiences and the effect is the utterances being
humor to the audiences and the effect is the audiences will laugh (Wenbo, 2008:
55).
By all the explanations about how presupposition can be used in many
fields, the writer would like to do her research about presupposition in the field
of advertisement by using Jaco Tv Home Shopping advertisement as her data.
Because it is so interesting to know how presupposition can support a success of
an advertisement. In this case, the writer only focused on the audio-visual
advertisement especially the advertisement of Jaco TV Home Shopping.
B. The Problems of the Study
In this research, the writer formulates three problems that related to the
analysis of Presupposition, as follows:
1. What kinds of presupposition that are used in Jaco TV Home Shopping
advertisement?
2. What is the dominant types of presupposition that are used in Jaco TV
Home Shopping advertisement?
3. What are the causes the dominant type of presupposition in Jaco TV Home
Shopping advertisement?
C. The Objectives of the Study
Based on the Problems above, the writer has three main goals in her
research as follows:
4
1. To find out types of presupposition that are used in Jaco TV Home
Shopping advertisement.
2. To find out the dominant types of presuppositions that are used in Jaco TV
Home Shopping advertisement.
3. To find out the causes of the dominant type of presupposition that is used
in Jaco TV Home Shopping advertisement.
D. The Scope of the Study
In this study, the writer analyzed presupposition in Jaco TV Home
Shopping advertisement. The writer limited the analyzing only on the types of
presupposition that were used in Jaco TV Home Shopping advertisement. Besides
that, the writer also explained the asserted meaning of the statement that used
presupposition in it.
E. The Significances of the Study
The findings of this study are expected to be useful both in theoretically
and practically. Theoretically, the writer findings can be used to give more
information
and
deeper
understanding
about
presupposition
especially
presupposition which exist in advertisement to the readers. Practically, this
research can be used as a material for further research that related to
presupposition in the field of pragmatics.
CHAPTER V
CONCLUSION AND SUGGESTION
A. Conclusions
Based on the analysis of the utterances of narrator and models of Jaco Tv
Home Shopping advertisements in the previous chapter, it can be concluded
that:
1. All of the kinds of presupposition were used in four products of Jaco
Tv Home Shopping which were consisted of 15 selected videos of the
advertisements. In the beauty products, all the types of presupposition
were found; they were existential presupposition 14 utterances
(26.92%), factive presupposition 10 utterances (19.24%), lexical
presupposition 17 utterances (32.69%), structural presupposition 8
utterances (15.38%), non-factive presupposition 1 utterance (1.92%)
and counterfactual presupposition 2 utterances (3.25%). In the health
products, not all the types of presupposition were found; they were
only existential presupposition 10 utterances (38.46%), factive
presupposition 5 utterances (19.23%), lexical presupposition 7
utterances (26.92%), structural presupposition 3 utterances (11.54%),
non-factive presupposition 1 utterance (3.85%) and counterfactual
presupposition did not exist in the advertisement of health product in
Jaco Tv Home Shopping. In the fitness equipment, not all the types of
presupposition were found; they were only existential presupposition
12 utterances (63.16%), factive presupposition 1 utterances (5.26%),
40
41
2.
structural
presupposition
3
utterances
(15.79%),
non-factive
presupposition 3 utterance (15.79%) while lexical presupposition and
counterfactual presupposition did not exist in the advertisement of
fitness equipment in Jaco Tv Home Shopping. In the home appliances,
not all the types of presupposition were found; they were existential
presupposition 14 utterances (42.43%), factive presupposition 8
utterances (24.24%), lexical presupposition 8 utterances (24.24%),
structural
presupposition
1
utterances
(3.03%),
non-factive
presupposition 2 utterance (6.06%) and counterfactual presupposition
did not exist in the advertisement of Home appliances in Jaco Tv
Home Shopping.
3. The most dominant types of presupposition were different to each
types. In beauty products, lexical presupposition was the dominant
types in 17 utterances (32.69%). Meanwhile, existential presupposition
were the dominant types to the three products of Jaco tv Home
Shopping; they were health product in 10 utterances (38.46%), fitness
equipment in 12 utterances (63.16%) and home appliances in 14
utterances (42.43%).
4. The findings showed that lexical was the dominant types of
presupposition
in
beauty
product
because
by
using
lexical
presupposition the advertiser of Jaco Tv Home Shopping, especially
the beauty product tried to make the information of the advertisement
can directly understood by the consumers. Meanwhile, existential
42
presupposition was the dominant types of presupposition which were
used in the advertisement of the products in Jaco Tv Home Shopping.
In health product, fitness equipment and home appliances; existential
presupposition was the dominant types which were used because by
using existential presupposition, the advertisement tried to convince
the audiences or the consumers if the excellences of their products
existed even the truth or the untruth of it can’t be judged.
B. Suggestions
By considering the conclusion, there are some suggestions which are
presented as follow:
1. Theoritically, the students who learn Pragmatics need to comprehend
presupposition. By knowing presupposition, it is very helpful to
understand the asserted meaning of messages or information delivered by
the speakers.
2. Practically, the readers especially the student of English Department can
choose the presupposition
as the object of research, because many
interesting aspects can be analyzed related to pragmatics study especially
in advertisements.
REFERENCES
Abbaspour, Ehsan. 2012. Presupposition Trigger-A Comparative Analysis of
Broadcast News Discourse. International Journal of Linguistics, 4(3) 734743.
Beaver, David I. 2001. Presupposition and Assertion in Dynamic Semantics.
California: CSLI Publications.
Dawson, Catherine. 2002. Practical Research Method. United Kingdom: How To
Books Ltd.
Gilson, Christoper and Harold and Berkman. 1980. Advertising Concepts and
Strategies. USA: Random House, Inc.
Hutagalung, Kristina. 2010. Presupposition on ‘Ban Ki Moon’s’ Speeches.
Unpublished Thesis. Medan: State University of Medan.
JacoTeam. 2012. About Jaco TV Home Shopping.
http://www.jaco.co.id/ accessed on 1 May 2014.
Retrieved
from
Kothari, C. R. 2004. Research Methodology: Methods and Techniques (Second
Revised Edition). New Delhi: New Age International Publishers.
Lane, W. R. and Karen Whitehill King and J. Thomas Russel. 2005. Kleppner’s
Advertising Procedure (Sixteenth Edition). New Delhi: Dorling Kindersly
Pvt. Ltd.
Li, Feng. 2005. Presupposition Analysis in Advertising Language. Sino-US
English Teaching Journal, 2(11) 48-51.
Maulana,
Rahman. 2012. Jaco Tv. Retrieved from
rahmanmaulan.blogspot.com/ accessed on 9 May 2014.
http://www.
Peccei, Jean Stilwell. 1999. Pragmatics. London: Routledge.
Qiang, Kang. 2012. The Use of Too as a Pragmatic Presupposition Trigger.
Canadian Social Science Journal, 8(6) 165-169.
Rahardi, R. Kunjana. 2005. Pragmatik: Kesantunan Imperatif Bahasa Indonesia.
Jakarta: Penerbit Erlangga.
Tyas, Umi A. 2013. An Analysis of Existential Presupposition of Donna Leon’s
Novel. Unpublished Thesis. Salatiga: State Islamic Studies Institute.
43
44
Wenbo, Dong. 2008. Using Presupposition to Analyze Bao Fu in Xiangsheng.
Cross Cultural Communication Journal, 4(1) 52 – 64.
Yingfang, Wang. 2007. Analysis of Presupposition and Its Function in
Advertisement. Canadian Social Science Journal, 3(4) 55 – 60.
Yuhezmi. 2012 . An Analysis of Presupposition Used in the Movie Harry Potter
and the Deathly Hallows Part 2. Unpublished Thesis. Padang: State
University of Padang.
Yule, George. 2000. Pragmatics. Hongkong: Oxford University Press.
A THESIS
Submitted to the English Department of UNIMED Medan
In Partial as Fulfillment of the Requirement for
The Degree of Sarjana Sastra
BY
MONICA GHEA LUWIQ
Registration Number 2103220029
ENGLISH AND LITERATURE DEPARTMENT
FACULTY OF LANGUAGES AND ARTS
STATE UNIVERSITY OF MEDAN
2014
ACKNOWLEDGEMENT
First of all, the writer express her best gratitude to ALLAH SWT, for
giving the writer blessing, endless love and mercy, especially in the process of
accomplishing this Thesis. In accomplishing this Thesis, the writer was helped by
so many beloved people and the writer would like to express her gratitude to:
Prof. Dr. Ibnu Hajar Damanik, M.Si. the Rector of State University of
Medan.
Dr. Isda Pramuniati, M.Hum. the Dean of Faculty of Languages and Arts
Prof. Dr. Hj. Sumarsih, M.Pd. the Head of English and Literature
Department.
Dra. Meisuri, M.A. the Head of Applied Linguistics Program.
Dra. Yunita Agnes Sianipar, M. Hum. her Thesis Adviser.
Dr. Zainuddin, DIP. TEFL, M.Hum., her Academic Adviser and her
Reviewer, Drs. Elia Masa Gintings, M.Hum., and Dr. Anni Holila
Pulungan, M.Hum. as her Reviewers and all her beloved Lecturers in
English and Literature Department.
Mam Eis, for her kind help in providing academic administrations to the
writer.
Her beloved family, her father, Mauluwi Iqbal, her mother, Nuri Marlinda,
her one more father, M. Sani, her uncle, Ali Hadi, her grand parents, Rajalin
Ismail and Nuraini, her aunt, Herni Rajalin, her brother, Jocki Hawari and
also her beloved cousins, Liza, Ali, Aal, Alica and Raisan. Thank you for
ii
the understanding and the big support in prayer, endless love, motivation and
financial while accomplished this thesis. The writer loves them so much more
than anything.
Her best friends, Detya, Desy, Pinta, Meto and Mariati thanks for your
love, happiness, and friendship that we have been through together. And to all
her friends in Applied Linguistics A and B 2010.
Her little family in “IPTN”, Bang Ali, Kak Adek, Kak Debie and other
teachers. Thank you for giving her chance to work there for over three years.
All others whose name cannot be mentioned one by one for their help and
support. Thanks for everything. May Allah bless us. Amin.
Finally, the writer admits that this thesis still far from being perfect.
Therefore, the writer would like to invite the readers to give suggestion for the
improvement of this thesis later on.
Medan, August 2014
The writer,
Monica Ghea Luwiq
iii
ABSTRACT
Ghea L, Monica 2014. Presupposition in Jaco Tv Home Shopping. A Thesis.
Faculty of Languages and Arts. State University of Medan.
The study deals with the types of presupposition and its asserted meaning in
advertisement of Jaco Tv Home Shopping. The objectives of study are to find out
the types of presupposition and the most dominant types which is used and to find
out the causes of the dominant types in Jaco Tv Home Shopping advertisement.
The research conducted by using descriptive qualitative design. The data collected
by choosing fifteen selected videos from four products. The results showed that
the types of presupposition that used in the four products are in beauty product:
existential presupposition (26.92%), lexical presupposition (32.69%), factive
presupposition (19.24%), structural presupposition (15.38%), non-factive
presupposition (1.92%) and counterfactual presupposition (3.85%); in health
product: existential presupposition (38.46%), lexical presupposition (26.92%),
factive presupposition (19.23%), structural presupposition (11.54%), non-factive
presupposition (15.79%) and counterfactual presupposition (0%); in fitness
equipment: existential presupposition (63.16%), lexical presupposition (0%),
factive presupposition (5.26%), structural presupposition (15.79%), non-factive
presupposition (15.79%) and counterfactual presupposition (0%); in home
appliances: existential presupposition (42.43%), lexical presupposition (24.24%),
factive presupposition (24.24%), structural presupposition (3.03%), non-factive
presupposition (6.06%) and counterfactual presupposition (0%). The dominant
type of presupposition that used by the advertisement was existential
presupposition in health product, fitness equipment and home appliances while
lexical was the dominant in beauty product. The cause of existential
presupposition became the most dominant presupposition in the advertisement of
Jaco Tv Home Shopping is Jaco Tv Home Shoppping advertisements used the
utterances formed by proper names, noun phrase, definite article and possessive to
show the existences of things in its advertisements and by lexical presupposition,
the advertisers tried to make the information can be directly understood by the
consumers.
i
TABLE OF CONTENTS
Page
ABSTRACT ............................................................................................................ i
ACKNOWLEDGEMENT .................................................................................... ii
TABLE OF CONTENTS..................................................................................... iv
LIST OF TABLES ............................................................................................... vi
LIST OF APPENDICES .................................................................................... vii
CHAPTER I. Introduction ................................................................................... 1
A.
B.
C.
D.
E.
Background of the Study .............................................................................1
The Problems of the Study ...........................................................................3
The Objectives of the Study ........................................................................3
The Scope of the Study ...............................................................................4
The Significances of the Study ....................................................................4
CHAPTER II. Review of Literature ...................................................................5
A. Pragmatics ...................................................................................................5
B. Presupposition ............................................................................................. 6
1. Existential Presupposition .................................................................... 8
2. Factive Presupposition ......................................................................... 9
3. Lexical Presupposition ......................................................................... 9
4. Structural Presupposition ....................................................................10
5. Non-Factive Presupposition ................................................................10
6. Counter-Factual Presupposition ..........................................................11
C. Advertising ................................................................................................11
D. Media of Advertisement ............................................................................11
1. Using Television ..................................................................................11
2. Using Radio .........................................................................................12
3. Using Newspaper .................................................................................12
4. Using Magazines .................................................................................12
5. Using Out-of-Home Advertising..........................................................12
6. Using Direct-response and Internet Advertising ..................................13
7. Sales Promotion ..................................................................................15
E. Jaco Tv Home Shopping ............................................................................17
F. Relevant Studies ........................................................................................18
G. Conceptual Framework .............................................................................19
iv
CHAPTER III. Research Method .....................................................................20
A. Research Design ........................................................................................20
B. Data and Source of Data ...........................................................................20
1. Data .....................................................................................................21
2. Source of Data .....................................................................................21
C. Technique for Collecting Data ..................................................................21
D. Technique for Analyzing Data ..................................................................22
CHAPTER IV. Data and Data Analysis ...........................................................23
A. Data ...........................................................................................................23
B. Data Analysis ............................................................................................23
C. Research Findings .....................................................................................30
CHAPTER V. Conclusion and Suggestion .......................................................40
A. Conclusion .................................................................................................40
B. Suggestion .................................................................................................42
REFERENCES .....................................................................................................43
APPENDIX ...........................................................................................................45
v
LIST OF TABLES
Page
Table 4.1. The percentage of presupposition types in Beauty Products of Jaco Tv
Home Shopping Advertisement .......................................................30
Table 4.2. The percentage of presupposition types in Health Products of Jaco Tv
Home Shopping Advertisement ........................................................32
Table 4.3. The percentage of presupposition types in Fitness Equipment of Jaco
Tv Home Shopping Advertisement ...................................................34
Table 4.4. The percentage of presupposition types in Home Appliances of Jaco Tv
Home Shopping Advertisement ........................................................36
vi
CHAPTER I
INTRODUCTION
A. The Background of the Study
In our daily life, language has vital a function as a tool of communication
for human. In communicating a message, an idea, a feeling, an information and a
wish of someone to others, people use language as their tool. The function of
language is not only to convey the message of a speaker but nowadays the
language is used as a media to persuade people. In persuading the people to do
something, language has the central position to make it run well or not. This kind
of function can be seen clearly in the language of advertisement. By using
presupposition can help to accomplish the purpose of advertising that is to
improve the persuasiveness and attractiveness of the advertisement (Li, 2005: 50).
Yingfang (2007: 56) says that the diction of the advertisements will directly
influence the costs because it will influence the time (especially for television
advertising) or space (especially for print advertising) of the advertisements. So,
the language of advertisement is usually designed to be short and easy to be
remembered and advertisement usually uses presupposition to persuade people to
buy the products. Peccei (1999: 21) states that presupposition has a great deal of
importance in persuasive language, particularly in courtroom and in advertising.
Presupposition and advertisement are tied to each other. Yule (2000: 26)
says presupposition is something the speaker assumes to be the case of prior to
making an utterance. Speakers, nor sentences, have presupposition. By using
1
2
presupposition in advertisement, it can help advertisement to give more
information because one important function of presupposition is to produce the
assertive information (Qiang, 2012: 167). For example:
“Koyo Honolulu can burn your fat in three minutes”
That statement presupposes that there is a koyo that named Koyo
Honolulu which can burn your fat only in a short time. Even in the reality none
knows whether this koyo really can burn your fat in a short time or not. Peccei
(1999: 23) says that advertisers are not allowed to directly assert claims about
their products of their competitors’ for which they have no evidence. So that, by
using presupposition, the advertisers try to make their consumers believe
something is true even it is not proved yet. This one of the benefits for advertiser
to make people build their own assumption about one product that is advertised.
Rahardi (2002: 42) claims that an utterance which contains presupposition in it is
an utterance that can’t be judged the truth or the untruth of it.
Presupposition also can be found not only in advertisement but also in
others fields such as mass media or can be used to trace the source of humor.
Presupposition can be used in mass media because the role of presupposition in
mass media’s use of language is of paramount importance in that media writers
attempt consciously or unconsciously to influence the audience understanding of
news events (Abbaspour, 2012: 734). Presupposition as one of the pragmatic
theories, also can be used to trace the source of humor. By using presupposition,
the actors try to make humor by saying something that makes the audiences to
have same presupposition for his utterances and then at last the actor will say
3
something that is contrary to the audiences and the effect is the utterances being
humor to the audiences and the effect is the audiences will laugh (Wenbo, 2008:
55).
By all the explanations about how presupposition can be used in many
fields, the writer would like to do her research about presupposition in the field
of advertisement by using Jaco Tv Home Shopping advertisement as her data.
Because it is so interesting to know how presupposition can support a success of
an advertisement. In this case, the writer only focused on the audio-visual
advertisement especially the advertisement of Jaco TV Home Shopping.
B. The Problems of the Study
In this research, the writer formulates three problems that related to the
analysis of Presupposition, as follows:
1. What kinds of presupposition that are used in Jaco TV Home Shopping
advertisement?
2. What is the dominant types of presupposition that are used in Jaco TV
Home Shopping advertisement?
3. What are the causes the dominant type of presupposition in Jaco TV Home
Shopping advertisement?
C. The Objectives of the Study
Based on the Problems above, the writer has three main goals in her
research as follows:
4
1. To find out types of presupposition that are used in Jaco TV Home
Shopping advertisement.
2. To find out the dominant types of presuppositions that are used in Jaco TV
Home Shopping advertisement.
3. To find out the causes of the dominant type of presupposition that is used
in Jaco TV Home Shopping advertisement.
D. The Scope of the Study
In this study, the writer analyzed presupposition in Jaco TV Home
Shopping advertisement. The writer limited the analyzing only on the types of
presupposition that were used in Jaco TV Home Shopping advertisement. Besides
that, the writer also explained the asserted meaning of the statement that used
presupposition in it.
E. The Significances of the Study
The findings of this study are expected to be useful both in theoretically
and practically. Theoretically, the writer findings can be used to give more
information
and
deeper
understanding
about
presupposition
especially
presupposition which exist in advertisement to the readers. Practically, this
research can be used as a material for further research that related to
presupposition in the field of pragmatics.
CHAPTER V
CONCLUSION AND SUGGESTION
A. Conclusions
Based on the analysis of the utterances of narrator and models of Jaco Tv
Home Shopping advertisements in the previous chapter, it can be concluded
that:
1. All of the kinds of presupposition were used in four products of Jaco
Tv Home Shopping which were consisted of 15 selected videos of the
advertisements. In the beauty products, all the types of presupposition
were found; they were existential presupposition 14 utterances
(26.92%), factive presupposition 10 utterances (19.24%), lexical
presupposition 17 utterances (32.69%), structural presupposition 8
utterances (15.38%), non-factive presupposition 1 utterance (1.92%)
and counterfactual presupposition 2 utterances (3.25%). In the health
products, not all the types of presupposition were found; they were
only existential presupposition 10 utterances (38.46%), factive
presupposition 5 utterances (19.23%), lexical presupposition 7
utterances (26.92%), structural presupposition 3 utterances (11.54%),
non-factive presupposition 1 utterance (3.85%) and counterfactual
presupposition did not exist in the advertisement of health product in
Jaco Tv Home Shopping. In the fitness equipment, not all the types of
presupposition were found; they were only existential presupposition
12 utterances (63.16%), factive presupposition 1 utterances (5.26%),
40
41
2.
structural
presupposition
3
utterances
(15.79%),
non-factive
presupposition 3 utterance (15.79%) while lexical presupposition and
counterfactual presupposition did not exist in the advertisement of
fitness equipment in Jaco Tv Home Shopping. In the home appliances,
not all the types of presupposition were found; they were existential
presupposition 14 utterances (42.43%), factive presupposition 8
utterances (24.24%), lexical presupposition 8 utterances (24.24%),
structural
presupposition
1
utterances
(3.03%),
non-factive
presupposition 2 utterance (6.06%) and counterfactual presupposition
did not exist in the advertisement of Home appliances in Jaco Tv
Home Shopping.
3. The most dominant types of presupposition were different to each
types. In beauty products, lexical presupposition was the dominant
types in 17 utterances (32.69%). Meanwhile, existential presupposition
were the dominant types to the three products of Jaco tv Home
Shopping; they were health product in 10 utterances (38.46%), fitness
equipment in 12 utterances (63.16%) and home appliances in 14
utterances (42.43%).
4. The findings showed that lexical was the dominant types of
presupposition
in
beauty
product
because
by
using
lexical
presupposition the advertiser of Jaco Tv Home Shopping, especially
the beauty product tried to make the information of the advertisement
can directly understood by the consumers. Meanwhile, existential
42
presupposition was the dominant types of presupposition which were
used in the advertisement of the products in Jaco Tv Home Shopping.
In health product, fitness equipment and home appliances; existential
presupposition was the dominant types which were used because by
using existential presupposition, the advertisement tried to convince
the audiences or the consumers if the excellences of their products
existed even the truth or the untruth of it can’t be judged.
B. Suggestions
By considering the conclusion, there are some suggestions which are
presented as follow:
1. Theoritically, the students who learn Pragmatics need to comprehend
presupposition. By knowing presupposition, it is very helpful to
understand the asserted meaning of messages or information delivered by
the speakers.
2. Practically, the readers especially the student of English Department can
choose the presupposition
as the object of research, because many
interesting aspects can be analyzed related to pragmatics study especially
in advertisements.
REFERENCES
Abbaspour, Ehsan. 2012. Presupposition Trigger-A Comparative Analysis of
Broadcast News Discourse. International Journal of Linguistics, 4(3) 734743.
Beaver, David I. 2001. Presupposition and Assertion in Dynamic Semantics.
California: CSLI Publications.
Dawson, Catherine. 2002. Practical Research Method. United Kingdom: How To
Books Ltd.
Gilson, Christoper and Harold and Berkman. 1980. Advertising Concepts and
Strategies. USA: Random House, Inc.
Hutagalung, Kristina. 2010. Presupposition on ‘Ban Ki Moon’s’ Speeches.
Unpublished Thesis. Medan: State University of Medan.
JacoTeam. 2012. About Jaco TV Home Shopping.
http://www.jaco.co.id/ accessed on 1 May 2014.
Retrieved
from
Kothari, C. R. 2004. Research Methodology: Methods and Techniques (Second
Revised Edition). New Delhi: New Age International Publishers.
Lane, W. R. and Karen Whitehill King and J. Thomas Russel. 2005. Kleppner’s
Advertising Procedure (Sixteenth Edition). New Delhi: Dorling Kindersly
Pvt. Ltd.
Li, Feng. 2005. Presupposition Analysis in Advertising Language. Sino-US
English Teaching Journal, 2(11) 48-51.
Maulana,
Rahman. 2012. Jaco Tv. Retrieved from
rahmanmaulan.blogspot.com/ accessed on 9 May 2014.
http://www.
Peccei, Jean Stilwell. 1999. Pragmatics. London: Routledge.
Qiang, Kang. 2012. The Use of Too as a Pragmatic Presupposition Trigger.
Canadian Social Science Journal, 8(6) 165-169.
Rahardi, R. Kunjana. 2005. Pragmatik: Kesantunan Imperatif Bahasa Indonesia.
Jakarta: Penerbit Erlangga.
Tyas, Umi A. 2013. An Analysis of Existential Presupposition of Donna Leon’s
Novel. Unpublished Thesis. Salatiga: State Islamic Studies Institute.
43
44
Wenbo, Dong. 2008. Using Presupposition to Analyze Bao Fu in Xiangsheng.
Cross Cultural Communication Journal, 4(1) 52 – 64.
Yingfang, Wang. 2007. Analysis of Presupposition and Its Function in
Advertisement. Canadian Social Science Journal, 3(4) 55 – 60.
Yuhezmi. 2012 . An Analysis of Presupposition Used in the Movie Harry Potter
and the Deathly Hallows Part 2. Unpublished Thesis. Padang: State
University of Padang.
Yule, George. 2000. Pragmatics. Hongkong: Oxford University Press.