The Analysis of Cosmetic Advertising Language by Using Presupposition Approach

This study is conducted to reveal the presupposition strategies used by the cosmetic advertiser in order to give implicit meaning behind the cosmetic advertising language. The raising of many new cosmetic brands leads the advertiser use various strategies to attract the reader, some of them use presupposition. This present study analyzed cosmetic advertising language by using presupposition approach. The data of this analysis were taken from instagram accounts of the cosmetic brands comes from international brands, there are 20 advertisments from 10 different brands analyzed in this research. The descriprive qualitative method was used since the data in the form of advertisement sentences. Yule’s and Lam’s theory was used as a guidance for the researcher in conducting the study. This study is limited to the lack of previous study about the analysis of cosmetic advertisement by using presupposition theory. For that reason this present reasearch is conducted in order to reveal the theory applied on the cosmetic advertising language. The finding of this study found that there were 4 types of presupposition appear in the advertisement they are existential presupposition, lexical presupposition, structural presupposition and non-factive presupposition. While the use of presupposition in cosmetic advertising language was as implicit competition.