PRESUPPOSITION IN TELEVISION COSMETIC ADVERTISEMENTS. POSTGRADUATE SCHOOL OF THE STATE UNIVERSITY OF MEDAN

This study is focused on the study of presupposition in the claims of television cosmetic advertisements. The aims of this study is to find out the types of presupposition, to identify the types of information content and the advertisement message appeals employed in the claims of the television cosmetic advertisements and to explain the reason of the use of presupposition in the claims of television cosmetic advertisements. This research was conducted by using qualitative content analysis method. The objects of the study were 76 advertisements in five different cosmetic advertisements category aired from January 2014 to December 2014 by using homogenous-purposive sampling method. The data were the utterances in the television cosmetic advertisements which indicate the claim of the advertised product. The data analyzed by using the theory of presupposition proposed by Yule, Resnik and Stern’s Framework to objectively measure the information content of advertisements and Pollay’s framework for message appeals analysis. The result of the study were; three types of presupposition found in the claims of television cosmetic advertisements: (1) existential presupposition, (2) Lexical presupposition (3) Structural Presupposition. Other types of presupposition did not present in the study. The types of information content found in the claims of television cosmetic advertisements were: Content of the product, Availability of the advertised product, New Ideas and Characteristics of the product. The study showed that the claims of cosmetic television advertisement were informative. The advertisement message appeals used both rational and emotional appeals in the claims of television cosmetic advertisements. The types of message appeals found were: affiliation, convenience, distinctive, durable, enjoyment, family, natural, safety, technology, and vain. The reasons of presupposition use in the claims of cosmetic advertisements are intended by the advertisers to achieve several ways such as: (1) as a linguistic device for implicit competition (2) Causing the audience to consider the existence of a certain product, (3) Presupposing the audience cultural and social values reflection to attract audience personal interest, and (4) making the advertisements short and memorable in the eyes of the audience mind.