The Importance Of Presupposition

Advertisement is an important element of marketing. The aim is to promote communication information and business the advisers intend to send information for customers. The buyer conscious of the goods and service produced by the advertisers that cause of increasing sale. Advertisement helps customer’s first impressions on advertising businesses and attracts new buyers when advertisement is done clearly (Ogbodoh, 1990). Baker observed that advertisement often assumed by functions of advertising are in the current origin (1996). Because of advertisement acted that the assumption has no ground for existence as nonexistence of which people are ignorant and comparatively modern origin. According to Okigbo (1997), advertisement

Levinson (1983) and Yule (1996) gave definition about presupposition is something the speaker assumes first to be making an utterances. To present 13 presuppositions triggers that are linguistic items generating presupposition as factive verbs, implicative verbs, changes of state verb, comparison and contrasts and so on (Levinson, 1983). The focus of linguistic items generating presupposition do not surpass sentence. Hence, the presuppositions generated by these triggers are absolutely semantically with no connection to context. Pragmatic presupposition is the primary perspective that is to refer to the suppositions made by the speaker about the connection in which language communication happens. A few language specialists as Stalnaker see pragmatic presupposition as the shared information or common ground between the speaker and the listener (2002). The supposition is called

The advertisement can not directly assert that product is better than another brand of the same goods types, so the advertiser presuppose the message such use of presupposition is evident in this text from Maxims’ moon cake television commercial: “Give the best to the best”. Advertisement to indirectly compare its competitors and to state that advertisers’ goods is the best, thus to persuade potential consumers to buy its products rather than those of its competitors (Lam, 2009). Presupposition is also used in advertisements in another function: it may cause “the reader to consider the existence of objects, propositions, and culturally defined behavioral properties” (Sells and Gonzalez, 2002). Such use of presupposition is found in the Yakult TV advertisement in Hong Kong that one important function of presupposition is to create and perpetuate a kind of ideology that the behavior of daily drinking Yakult is part of everybody’s normal everyday practice; presupposition may also cause readers to “consider the existence of objects”