The Analysis of Cosmetic Advertising Language by Using Presupposition Approach

Abstract

The raising of many new cosmetic brands leads the advertiser use various strategies to attract the reader. In line with this, this study was conducted to reveal the marketing strategies used by the cosmetic advertisers in order to attract the readers to buy more their products. This present study analyzed cosmetic advertising language by using presupposition approach. Yule’s and Lam’s theory was used as a guidance to recognize the hidden meaning producing by the advertisers. The data of this analysis were taken from instagram accounts of the international cosmetic brands. There were 20 advertisments from 10 different brands analyzed in this research. The descriprive qualitative method was used since the data in the form of advertisement taglines. 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.