CHAPTER I INTRODUCTION
This chapter presents background
of the study, statement of the problems,
objectives of the study, scope and limitation, significance of the study, and definition of the key terms 1.1 Background of the Study When people are communicating, they share the
same background of knowledge. It means
that people are accustomed to sharing intended information to others. According to Stalnaker in Brown and
Yule (1983:29), common ground of
knowledge is also involved in a characterization of presupposition.
Presuppositions are knowledge
taken by the speaker to the common ground
of participants in conversation. In more general way, speakers continually design their linguistic messages on the basis
of assumptions about what their hearers
already know. These assumptions may be mistaken, of course, but they underlie much of what we say in everyday use
of language. What a speaker assumes is
true or is known by the hearer, which can be described as presupposition (Yule, 1985: 100).
The term „presupposition‟ originated in the philosophy of logic, where it is used to denote a special type of implicit
information. Information which is explicitly
stated is referred to as a „claim‟ or an „assertion‟. The term „presupposition‟ is reserved for a proposition which must be true for the sentence in question to have a truth value, that is to
say, for the sentence to be true or false (Renkema, 1993:154). In addition, Grundy
(2000: 119) asserts that presupposition is
about the existing knowledge common to speaker and hearer that the speaker does not, therefore, need to assert.
The above presupposed knowledge
is then taken together with the presuppositions
asserted in the utterance and the addressee‟s knowledge
of the world as the basis on
which an inference is drawn to the implied meaning, or implicature, that the utterance conveys. It
means to understand the utterance conveys
the addressee and the speaker to have background or share knowledge or information. For example, when the speaker
says „can I ask another question?‟, it presupposes that the speaker had already asked
at least one question before.
Therefore, presupposition can be
made as information to the speaker and addressee
who have background knowledge and information from the utterance without knowing the context.
Presupposition is not stated by
the speaker explicitly in conversation but the speaker believes that listener has the
same assumption with him.
Presupposition is something the
speaker assumes to be the case prior to making an utterance (Yule, 1996: 25). Thus,
presupposition refers to terms of assumption the speaker makes about what the hearer is likely to
accept without challenge (Givon as
quoted by Brown and Yule, 1983:29).
There are two ways of how we
could spot that presupposition exists (Grundy,
2000: 119-120). Firstly by looking the presupposition triggers. The presupposition trigger is a construction
triggers or item that signals the existence of a presupposition in an utterance (Levinson,
1983 : 179). Furthermore he states that
there are thirteen kinds of presupposition triggers, they are: Definite descriptions, Factive verbs, Implicative verbs,
Change of state verbs, Expressions of
repetition, Expressions of temporal relations, Verbs of judging, Cleft
sentences, Stressed constituents,
Returned actions, Comparisons, Counterfactual conditions and Questions.
The second way of looking at
presupposition is to think of them as ways of expressing shared or non-controversial
knowledge. A proposition is a presupposition
of a speaker when the speaker assumes or believes that presupposition is true or believe that his
addressee recognizes that he is making these
assumptions, or has these beliefs. In short, the proposition must be mutually known or assumed by the speaker and addressee
for the utterance to be considered appropriate
in context.
Related to the analysis of how
speakers‟ assumptions are typically expressed, presupposition has been associated
with the use of a large number of words,
phrases, and structures (Yule, 1996: 27). These linguistic forms are considered as indicators of potential
presupposition, which can only become actual
presupposition in contexts with speakers.
Potential presupposition,
according to Gazdar (1979: 124), is a presupposition
that is triggered by some part of an utterance (such as a subordinate clause) taken in isolation, but
that may or may not be a presupposition of
the whole utterance. For example, the utterance John says that the king of France is bald has two potential
presuppositions: There is someone identified as John and there is a king of France. While
an actual presupposition is any potential presupposition that is not cancelled by its context. For example, the
utterance John says that the king of France
is bald have two potential presuppositions: There is someone identified as John and there is a king of France. Of these
two, only the presupposition that there is
someone identified as John is an actual presupposition, because the second presupposition is reported.
In more detail, Yule (1996:
27-30) stated some types of potential presupposition-an
assumptions typically associated with the use of linguistic form.
They are: existential
presupposition, factive presupposition, lexical presupposition, structural presupposition,
non-factive presupposition, and counterfactual presupposition.
Existential presupposition is the
assumption that someone or something, identified
by the use of a noun phrase, does exist.
Factive presupposition is the assumption
that information stated after certain words, such as 'know', 'regret', is true. Lexical presupposition is the assumption
that in using one word, the speaker can
act as if another meaning (word) will be understood. Structural presupposition is the assumption that part of a structure
contains information being treated as already
known. Non-factive presupposition is the assumption that certain information, as presented, is not true.
Counterfactual presupposition is the assumption that certain information is the
opposite of true Presupposition can be encountered in any context of
communication including in advertisement
as a means of communicating the advertiser‟s ideas toward audience. Presupposition is widely used
in advertising since advertisers cannot
directly state that their products are of better quality than those of their competitors, but they possibly make indirect
assertions via presupposition. The advertiser
describes information in the form of printed text by using his experience, thought, and worldview in words.
Meanwhile, the audience uses their thought
and worldview to reconstruct and interpret the advertiser‟s words for catching the
advertiser‟s intended messages.
Before audience understand the
utterance of advertisement, they make an inference by drawing a conclusion as to what
the utterance is intended to convey.
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