An Analysis of Presupposition of Slogan in U-Mild Cigarette Advertisement

The aim of this research is to identify the types of presupposition and the implied meaning of each presupposition used in the U-mild slogan advertisement. This study uses George Yule (1996) theory to analyze the types of presupposition and the implied meaning of each presupposition used in the U-mild slogan advertisement. This research used descriptive qualitative. The source of data of this research was 20 of U-mild cigarette advertisement. The data is limited of slogan contained in the advertisement. The main instrument in collecting, classifying, and analyzing the data was the writer himself. To analysis the data, the researcher applied theory of data analysis based on Miles and Huberman (1994). Based on the data analysis that the writer has done, the writer found that only 3 types of presupposition from 20 presupposition are found in U-mild slogan advertisement; they are 4 data existential presupposition, 3 data factive presupposition and 13 data lexical presupposition. Furthemore, the researcher finds the implicit meaning from all the data that make the result of this study different with the previous study.