{"id":73,"date":"2021-02-01T21:38:30","date_gmt":"2021-02-01T21:38:30","guid":{"rendered":"https:\/\/iris.siue.edu\/eng405-2021\/?page_id=73"},"modified":"2021-05-09T19:47:03","modified_gmt":"2021-05-09T19:47:03","slug":"jtaylor","status":"publish","type":"page","link":"https:\/\/iris.siue.edu\/eng405-2021\/jtaylor\/","title":{"rendered":"James Taylor’s Project: Presupposition in Physical Fitness Ads"},"content":{"rendered":"\n

INTRODUCTION<\/span><\/strong><\/p>\n\n\n\n

For this presentation, I will be showing presupposition in Physical Fitness Ads. Displaying ads from off the web consisting of Youtube ads and picture fitness ads. I also will be focusing on the successful advertising principle called, “AIDMA”. For in this principle presupposition is used in combination with it. And as well as what the article is presupposing. The whole goal of the presupposition in physical fitness ads is to persuade. Thereby as Wang Yingfang says, “Thus, we can know that presupposed information and asserted information can be combined together to strengthen the power of persuasion.” Since physical fitness ads can be used in many ways, with various intentions, and certain keywords to bring about a precise result. It’s necessary to ask oneself a few questions. Why are these ads worded in that particular way? What is the meaning of this ad? And in order to do what?<\/p>\n\n\n\n

Presupposition<\/strong>=The shared assumed meanings of those who engage in a conversation understand.<\/p>\n\n\n\n

METHODOLOGY<\/span><\/strong><\/p>\n\n\n\n

Language data is gathered from Youtube ads, picture fitness ads, from the readings of Tamara Bouso’s article, “The role of presupposition in the discourse of advertising: Nutritional advertising in health and fitness magazines as a testing-ground<\/em>” and from Wang Yingfang’s article “Analysis of Presupposition and its Function in Advertisement<\/em>“.<\/p>\n\n\n\n

OPENING<\/span><\/strong><\/p>\n\n\n\n

From Tamara Bouso’s article, she states, “One of the main goals of commercial consumer advertising is to persuade or manipulate people as a means of promoting the sale of a particular product (Leech 1966).” <\/p>\n\n\n\n

In this case, the “product” is the offer that is in the ad whether video or on paper. And the way that the product is being promoted is by video means or by paper means for the ad.<\/p>\n\n\n\n

One of the best ways to persuade or manipulate the consumer and for success in promoting a sale of the product. Is to be mindful of this principle by Wang Yingfang, “As far as the diction is concerned, good advertisements should be concise and economical because of the cost of advertising and the characteristics of good advertisements.”<\/p>\n\n\n\n

Not only is this solution effective financially, and is a good characteristic for advertisements. But also helps in preventing, the consumer from losing their attention span over the promoting of the product. <\/p>\n\n\n\n

Another important thing to note is that presupposition is used in this principle called, “AIDIMA” by that principle the presupposition is revealed through the words in the ad. Wang Ying fang states how this principle works, “America\u2019s Marketing Manager\u2019s Handbook points out that a good advertisement should have the following five functions: Attention, Interest, Desire, Memory and Action, that is the so-called AIDMA functions. In other words, AIDMA means that good advertisements can attract the consumers\u2019 attention from the things they are doing to the advertised products or services, arouse their great interest in the advertised products; more importantly, good advertisements should reveal the benefits of buying the advertised products or services and activate consumers\u2019 desires to buy.” Sometimes buy can also mean accepting the options available and even to agree upon the conditions of the ad to receive the stated products.<\/p>\n\n\n\n

See below how these ads accomplish that goal, by staying in the principle of Attention, Interest, Desire, Memory, and Action or AIDMA and see the presuppositions listed below the ads to see the meanings behind the presupposed persuasions.<\/p>\n\n\n\n

Video 1: Fitness for weight loss \/ ad<\/p>\n\n\n\n

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