PRESUPPOSITION BASED ON IKEA CATALOGUE 2017 EDITION

Luthfia Lathifatul KLM, NIM. 12150067 (2018) PRESUPPOSITION BASED ON IKEA CATALOGUE 2017 EDITION. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Advertisement especially catalogue is a media that used to introduce and promote people to buy a product with good and interesting content both sentences and images to describe the product well like as IKEA catalogue. There are not all of companies or producer of a product make the good catalogue sentences to promote the product meanwhile, the sentences in the catalogue has its power to give the assumption for people to know more about the product. This research analyses the presupposition or assumption in the catalogue sentences due to make the new entrepreneur or producer writes better catalogue such as in IKEA catalogue to promote their product well. The research is to analyze linguistic phenomenon of presuppositions applied by IKEA catalogue. This research is a descriptive qualitative method since it emphasized on describing the phenomenon of presupposition at IKEA catalogue. Moreover, the findings were presented in narrative or textual description. Some steps in analyzing the data were: identifying the data from the IKEA catalogue, classifying, putting the data into the data sheet, analyzing each datum based on the research questions, interpreting the data, explaining the findings, and drawing the conclusion. This research reveals two findings. First, there are six types of presuppositions occur in the IKEA’s catalogue. They are existential, factive, non factive, counter factual, lexical and structural presupposition. structural presupposition occurs 39 times, then, the lexical presupposition occurs 17 times. After that, factive and existensial presupposition has 14 and 12 occurrences then, non factive presupposition occurs 8 times, Finally, counter-factual only occurs two times.

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