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IDENTITY CONSTRUCTION AND CODE MIXING ON
MICRO SCALE BUSINESS ADVERTISEMENTS IN MEDAN
A Thesis
Submitted to the English Applied Linguistics Study Program in Partial fulfillment of the Requirements for the Degree of
Magister Humaniora
By:
DIAN HERIANI
Registration Number 8146111016
TABLE OF CON
PageENGLISH APPLIED LINGUISTICS STUDY PROGRAM
POSTGRADUATE SCHOOL
STATE UNIVERSITY OF MEDAN
MEDAN
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ABSTRAK
Heriani, Dian. NIM: 8146111016. Pembentukan Identitas dan Pencampuran Bahasa pada Bisnis Mikro (UMKM) di Medan. Tesis. Linguistik Terapan Bahasa Inggris, Sekolah Pascasarjana, Universitas Negeri Medan. 2016.
Penelitian ini berkaitan dengan fenomena yang umum terjadi pada wacana bisnis periklanan. Tujuan dari penelitian deskriptif kualitatif ini adalah: (1) untuk menunjukkan unsur dari iklan cetak yang mengandung pecampuran kode bahasa; (2) untuk menunjukkan kategori dari pecampuran kode bahasa yang digunakan oleh periklanan/pembisnis pada iklan cetak; (3) untuk menggambarkan realisasi dari pembentukan identitas di iklan cetak; (4) alasan periklanan/pembisnis dari bisnis mikro menggunakan dua bahasa di dalam pemasaran produk. Data dalam penelitian ini diperoleh dari bahasa (teks tertulis) pada empat latar belakang iklan bisnis berbeda. Bisnis difokuskan pada produk kuliner bernama,“Burger Sumo”, “Jajanan Medan 369”,“Chicken Holic”, dan yang terakhir “Martabak Buddy”. Penelitian ini
ii ABSTRACT
Heriani, Dian. Registration Number: 8146111016. Identity Construction and Code Mixing on Micro Scale Business Advertisements in Medan. A Thesis. English Applied Linguistics Study Program, Post Graduate School, State University of Medan. 2016.
This research dealt with the common phenomena on business advertisement discourse. The objectives of this descriptive qualitative study were: (1) to show the elements of print advertisements contain code mixing; (2) to show the categories of code-mixing used by advertisers/entrepreneur in print advertisements; (3) to describe the realization of identity construction in print advertisements; (4) to find out the reasons why the advertisers/entrepreneur of micro scale business use bilingual languages in marketing a product in the way advertisements they do. The data were obtained from the language used (written text) from four different backgrounds of micro scale business advertisements but they focused on culinary products namely, “Burger Sumo”,
“Jajanan Medan 369”,“Chicken Holic”,and the last “Martabak Buddy”. This research
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ACKNOWLEDGEMENT
Alhamdulillahirabbil’alamin, the greatest thank is dedicated to Allah SWT, the Almighty and Most Beneficial for His Grace, Guidance, Praise, Honor and mercy that has been given to writer so that she finally accomplishes her thesis as fulfillment of the final academic requirement to gain master degree of English Applied Linguistic Study Program (LTBI), State University of Medan (UNIMED). Moreover, she would like to express her deepest gratitude to the Prophet Muhammad SAW who has brought us from the darkness to brightness life.
During the process of writing, the writer realizes that she finds many difficulties during finishing her thesis and it cannot be accomplished without God blessing and supporting from many beloved people. In this occasion, the writer would like to express her sincere gratitude to all those who gave her possibility to complete this thesis:
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completion of this study with contributing all brilliant ideas, valuable advices, affection, patience, and precious time spent on reading, commenting, and supervising the process of writing this thesis, and she is also very grateful to all lectures for their advice and guidance during her academic years in English Applied Linguistic Program 2014-2016. You are my inspiration to keep study anything in my life until the end of my ages because learning cannot be end and always move on.
The writer also would like to express the profound gratitude her examiners, Prof. Dr. Hj. Sumarsih, M.Pd., Prof. Dr. Sri Minda Murni, M.S., and Dr. Rahmad Husein, M.Ed. for their detailed reviews, correcting, revising, and suggestions in her thesis.
Her greatest and sincere thanks are fully dedicated to her beloved family, her father Syarifuddin, her mother Herawati for their love, support, patience, and their praying in finishing her study. Her parents are everything in the world. They are my power to do the best and my soul which give me motivation to get my ambition to be success in my life. The greatest thank also to my beloved younger brother MHD. Ardiansyah S.T and younger sister Siti Chairani Syafitri who always give their supports and laughs during finishing her thesis. Their jokes always refresh my mind and make me to keep smiling in any condition that I found.
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Her gratefulness is given to her aunt Fauzia and her uncle Amir Syarifuddin for your helping, pray and care during finishing her study. Her thanks full also expected to the owners of micro scale business in Medan, especially the Head of Manager Operational CV Burger Sumo, Medan (Sister Aswina Fitri) for their full support in the time of collecting the data.
The writer would like to expressed to all of her lovely friends; the English Applied Linguistics Program Students 2014 (Class A3), we have been spending our nicest stories with sharing love, care and togetherness, and also my lovely friends in during finishing this thesis (Yoni Rahayu, Yosiko Bunga Pertiwi). Overall, thanks for all people that cannot be mentioned in this paper for their supports and helps in completing this thesis.
Medan, 12th March 2016 The writer
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CHAPTER II: REVIEW OF LITERATURE ... 12
2.1 The Advertising Discourse ... 12
2.1.1 Print advertisement ... 14
2.2 Advertising and Language ... 15
2.2.1 English as Multilingualism ... 16
2.2.2 Reasons for Using English Words in Print Advertising Discourse ... 19
2.3 Language and Identity... 21
2.3.1 Language and Construction ... 23
2.3.2 The Construction of Identities and Ideologies in Advertising ... 24
2.4 Code Mixing ... 26
2.4.1 Code Mixing in Print Advertisements ... 27
2.4.1 Categories of Code Mixing ... 29
2.5 Micro Scale Business ... 30
2.5.1 Culinary Micro Scale Business ... 31
2.6 Relevant Studies ... 32
2.7 Conceptual Framework ... 34
CHAPTER III: RESEARCH METHOD... 40
3.1 Research Design... 40
3.2 The Source of Data and Data ... 41
3.3 The Instrument of Data Collection ... 42
3.4 The Technique of Data Collection ... 43
3.5 The Technique of Data Analysis... 44
3.6 The Trustworthiness of the Study ... 46
3.6.1 Credibility ... 46
3.6.2 Transferability ... 48
3.6.3 Dependability ... 48
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CHAPTER IV: DATA ANALYSIS, FINDINGS AND DISCUSSIONS...49
4.1 Data Analysis ... 49
4.1.1 The Elements in Print Advertisements ... 51
4.1.2 The Categories of Code Mixing ... 60
4.1.3 The Realization of Identity Contruction ... 69
4.1.4 The Reason in Using English Word... 76
4.2 Findings... 80
4.3 Discussions ... 82
CHAPTER V: CONCLUSIONS AND SUGGESSTIONS... ... 86
5.1 Conclusions ... 86
5.2 Suggesstions ... 88
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LIST OF TABLES
Page
Table 3.1 The Categories of Code Mixing ... 45
Table 4.1 The four different Micro Scale Businesses ... 49
Table 4.2 Element in Print advertisement on Burger Sumo’s Outlet ... 52
Table 4.3 Element in Print advertisement on Jajanan Medan’s Outlet ... 54
Table 4.4 Element in Print advertisement on Chicken Holic’s Outlet ... 55
Table 4.5 Element in Print advertisement on Martabak Buddy’s Outlet ... 57
Table 4.6 The Percentage of Elements of Print Advertisements on Micro Scale Business in Medan ... 58
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LIST OF FIGURES
Page
Figure 2.1 The Structure of Print Advertisements ... 14
Figure 2.2 Conceptual Framework Diagram ... 38
Figure 3.1 Components of Data Analysis: Interactive Model ... 45
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LIST OF INDEXS
Int : Interview Inf : Informant
1 CHAPTER 1 INTRODUCTION
1.1 Background of the Study
The development of advertising and the use of the language are as the
medium of communication with customers through the varieties languages use in
the world. As the fact, we must integrate global economy in facing AEC (Asean
Economic Community) to be able practice of commercial business show more
diversified and extensive in different kind of business. Where the imported
English names express different degree and flavours of consumer culture, teen
culture, or international English based commerce in a more general, global sense
(Banu & Sussex, 2001).
Moreover, Indonesia included in AEC at the end of 2015. Indonesia
realizes to develop and encourage the production in order to increase international
business. It is obvious stated in AEC fundamental freedoms are becoming a point
of increased focus for international business (Xing & Kalloe, 2014). Being able to
compete in global economy, some businesses have been marketing their products
in print advertisements, with an already tired set of combinations in languages.
Bilingualism is naturally occurring linguistic phenomenon through language
contact (Leung, 2010). Presumably, bilinguals are able to communicate naturally
and fluently in more than one language. Myers-scotton (2002:5) writes that one of
the main concerns of bilingualism being “the social factors involved in how
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languages to different uses”.
This language phenomenon is referred to as code mixing in which
linguistics units of two languages are mixed within a sentence. Code mixing is
common in business‟ print advertisements. Futhermore, code mixing is considered
as a sociolinguistic phenomenon a linguistic product of language contact,
determined in various ways by the social circumstances in which it occurs. Code
mixing is now considered to be a normal and natural product of interaction.
Multilingual societies do code switch not because they have to, but they want to
with clearly intended purpose. This means that people code mix and they are fully
aware why they mix from one language to another.
Code mixing is strategy in advertising (Rullot, 2011). The advertisers use
code mixing as a means reducing the distance with bilingual consumers. It means
that by mixing a language can be support the communicative effect not only in
using varieties of language in one advertisement but also persuade consumers.
Generally, code mixing is commonly seen as more typical spoken
language, but there are some areas of language use, especially when business
names and advertising are involved. In recent years, code-mixing takes place to
some degree everywhere that English is spoken alongside another language, and is
a normal feature of bilingualism. It is unusual to see any of these varieties in
writing, but some are very widely spoken. They have received only limited
linguistic study.
The field of code-mixing in written English makes for a highly interesting
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on the written as well as spoken English of the target readers, along with the other
members of the educated. It is about time that these varieties receive the necessary
linguistic attention (Lee, 2006). Similarly, Bhatia 2001 addresses the issue of
globalization in advertising and stresses the notion of "globalization," which is
also extensively discussed by Robertson 1995. Bhatia focuses more on the
innovative and creative aspects of mixing, an emphasis which resonates with
empirical findings in this study of Korean advertising. The "positive approach"
claims that "language mixing in advertising satisfies deeper innovative and
creative needs of advertisement writers to create desired effects of persuasion,
naturalness, and other socio-psychological effects in their language" (Bhatia
2001:197).
Thus, this research aims to see varieties categories of code-mixing in
micro scale business‟ advertisements and which elements of print advertisements
mostly occurred code mixing which construct the product identity recently. They
are like a mushroom in any places, especially in Medan.
In Medan, the culinary micro scale business‟ advertisements have been
mixing the language (English mixing) to advertise the product and construct the
identity through mixing the language recently. The combination of English works
so fast and gives a lot effects in print advertisement. Nowadays, the micro scale
business‟ mostly use English and Indonesia in promoting, marketing and
constructing the identities of modernity on the products itself in Medan.
In addition, Woodward (1997: 15) explained, „advertisements can only
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which they can identify‟. Thus raises the important point of identification. For an
advertisement to work, it needs to construct an identity that consumers can
identify with (Woodward, 1997: 15). While, Thomas and Wareing (2000:121)
supports that identity construction is one of fundamental ways we have of
establishing our identity, and of shaping other people‟s views of who we are, is
through our use of language. In fact, one of the ways that media affects identity
construction is through the creation and perpetuation of stereotypes
(Motschenbacher, 2009). This is especially seen in advertising, English use and
modernity construction in discourse of advertising language-code as identity
construction in advertising, identity in commercial advertising to discursive
construction of modern identities more generally (Piller, 2001: 153). Piller
discusses multiple orientations in identity constructions in bilingual
advertisements.
Identity and its construction in social practices has become one of the most
central themes in sociolinguistic research in the past two decades. The theoretical
frame of reference for the study of identity has been radically shifting from the
pairing of linguistic variables with pre-existing social categories such as class and
socioeconomic status, typical of sociolinguistic research in the 1970s and1980s, to
a focus on how those social categories are negotiated through language and other
symbolic systems by interact ants in concrete situations of everyday life (Fina,
2007).
One of the strategies used by advertisers is to accommodate the bilingual
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to the consumers for the primary purpose of selling as exemplified in the
following advertisements is describe below:
The phenomenon that happen mostly in culinary micro scale business‟
advertisements in Medan are closely related with aspect in language power and
language varieties in written discourse, those are identity construction and code
mixing. In other words, the advertisers have realized to mix languages in
constructing their identities and marketing of products. It can be seen obviously in
the culinary outlets that used mostly by sellers. He or she displayed his/her
products in mixing language, especially English.
Furthermore, code mixing is used to construct various identities in the
print advertisements could be explained primarily as a marketing strategy which
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affective reasons, building credibility and building solidarity (John and Dumanig,
2013).
In brief, advertisements are used by producers to advertise their products
so that those consumers will receive them. The languages used in advertisements
are very important for promoting its products. Consumers will know and
remember the product if advertisers use interesting language in the
advertisements. Advertisers will try to make the language as maximum as possible
to reach the meaning and the curiosity of the target about the product itself. It
must have a make sense power to them. To put it more simply, advertisements are
advertising about events held by a company to promote a new product.
English since several decades has been enjoying a very privileged position
in every sphere of life. The thrust of international English in business names is
powerful and global, where English is foreign, rather than a second, language.
Being a lingua franca, English has gained a very high status. It is yielding to the
growth and developing of Indonesia‟ economy, social, and building cultural
position internationally across the global. The language contact at some point
allows English to be mixed not only in spoken form, but also in written form.
Several marketing strategies have evolved, and advertising these products
nationally and internationally. The use of English in the media and in brand
naming yields the enlargement of the stylistic range available for the users of the
receiving language, in this case marketers and advertisers, making the language
very appealing. Instead of one language, with an already tired set of combinations,
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possible combinations. The fact that English and nor another language is the
choice that fulfils such creative needs makes one realize the unique position
English holds at the present time (Friedrich, 2002).
Moreover, the ability to catch the audiences‟ attention by using language
in an innovation manner motivates the use of language mixing, particularly in
advertising and brand-naming (Friedrich, 2002). These motivations do not seem to
be self-exclusive and all of them can apply to English in a lesser or greater degree,
depending on the context. However, the one that is the most inclusive of all
expanding circle countries is the use of English to fulfil the creative needs of
advertising. In commercial advertising the goal is, ultimately, to sell. Helen (2005)
adds in her fascinating book examines choices that have resulted in the use,
non-use or, as it turns out, abnon-use of features from more than one language in
commercially driven discourses.
Previous research has focused code-switching and code-mixing as
communicative strategies are studied mainly in connection with the bilingualism.
Code-switching and code-mixing have also been adopted by advertisers, who
always look for new and catchy slogans (Alcnauerova, 2013). In linguistics
properties in advertising language have attracted the attention of linguistic
researchers over the years. Across cultures, English is frequently used in
advertisements and it appears to be the preferred lingua franca in code-mixed
advertisements. The types and nature of advertisement and also the target
audience determine the choice of English used in print advertisements. Because of
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symbolizes westernisation, technology, and modernity.
Similarly, in Hong Kong, code mixing is common in almost every aspect
of life including advertisements (Leung: 2010). This research found that most
people are able to understand this informal lexical structure when it appears in
print advertisement and it can catch eyes of audiences. People think that
convenience products and shopping products are most suitable to be advertised
with code mixing. Mixed English terms are perceived to be better than their native
language because mixed elements may fill lexical gaps especially when
advertisements are about field-specific products and they also serve as emotional
buffer for euphemism. Code mixing, in general, is not suitable for specialty
product and unsought product advertisements. But customers prefer English brand
names for these kinds of products because this shows social prestige or status. It
reflects mixing English terms in their communication is well accepted. Code
mixing should be considered when they are target market segments of products.
There is a high co-relationship between capability of using English and social and
economic status.
On the whole, English is used here to connect with future orientation,
internationalism, sophistication, elitism, success and fun (Alm, 2003;
Kelly-Holmes, 2005; Piller, 2003). English is associated with a certain social stereotype,
i.e., advancement and modernity. Myers-Scotton (1993) argued that most code
mixing is to negotiate a social situation and it is viewed as a socially functional
phenomenon that occurs with the consumer‟s intention. There are
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particular type of social identity. Therefore, code mixing helps people to
simultaneously access to right and obligations connected with various social
identities. In order to attain a more nuanced understanding of the generalizations
of English mixing in advertising discourse, I argue that the convergence of the last
two - identity construction and globalization - is necessary. Specifically, I will
argue that in the globalizing world, the tension between global discourses and
local practices produces hybrid that is interlinked with modernity by its
engagement with English.
There are not many studies that focus on language use in print advertising
in the Indonesian context which offer an explanation as to why advertisers code
mix (English mixing), especially in written advertisement discourse. Therefore, I
will focus on micro scale business advertisements to show how code mixing is
used creatively as a medium to present messages of identity construction of
modernity, is worth investigated.
1.2 The Problems of the Study
Based on the background of the study, the problems are formulated as the
following.
1. What elements in the print advertisements contain code mixing?
2. What categories of code mixing are used by advertisers to construct
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3. How do advertisers use specific identity construct in print
advertisements?
4. Why do the advertisers use of bilingual advertisements in the way
advertisements they do?
1.3 The Objectives of the Study
In line with the problems of the study, the objectives are to:
1. to show the elements of print advertisements contain code mixing;
2. to describe the categories of code-mixing used by advertisers in print
advertisements;
3. to describe the realization of identity construction in print
advertisements;
4. to find out the reasons why the advertisers of micro scale business use
bilingual languages in marketing a product in the way advertisements
they do.
1.4 The Scope of the Study
This research is limited to the language used in marketing micro scale
business by 4 micro scale businesses of local culinary in Medan. The language
observed and analysed is the language used in printed advertisement that used
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1.5 The Significance of the Study
The findings of the study are expected to be useful theoretically and
practically:
1) The readers can enlarge their knowledge on theories of identity construction
and code mixing in order to get some information to provide new contribution
on theory of identity construction and code mixing in advertising discourse.
They are also expected to have contribution as guiding information for
linguistic students who are interested in the study of identity construction and
code mixing on bilingual advertisements in written discourse.
2) The readers can understand how advertisers use language especially
code-mixing in constructing the identity. It is hope that the result of the study will
contribute for the other micro scale business to construct the identity by using
varieties language of written discourse to enhance marketing strategy.
3) The readers who want to conduct the same study.
4) The customers will get an understanding how the advertisers code mix the
language to construct the modern identity and why code mix occurs in
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CHAPTER V
CONCLUSION AND SUGGESTIONS
5.1 Conclusions
This study focused on identity construction and code mixing in Micro Scale Business. It was aimed to find out the elements of print advertisements which contained code mixing; to describe the categories of code-mixing used by advertisers in print advertisements; to describe the process of identity construction in print advertisements; to find out the reasons why the advertisers of micro scale business use bilingual languages in marketing a product in the way advertisements they do. After analysing the data, conclusions are drawn as follow.
1. In term of elements in the print advertisements occurred in micro scale business in Medan. There are product name, subheading, slogan, headline, body copy and illustration. Some slogans used puns to make them more memorable and attractive for consumers by mixing the language. The internet URLs also found as element that provided code mixing in the data.
2. Six categories of code mixing were found in Micro Scale Businesses, namely (1) bilingual, (2) isolated lexical, (3) phrasal lexical substitution, (4) phrasal substitution, (5) sentential substitutions, and (6) others. In some of print advertisements, the slang word was found in the data.
3. Identity constructions were realized in form of code mixing host language to other language, especially English. There is a correlation between language use and features identity. The English use expresses of modernity construction. The findings showed that advertisers/owners constructed
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different identities for various reasons, the main goal of persuading the consumers either to buy their product or to be positively disposed towards their brand. As a form of marketing strategy, advertising did ideological work and it played an important role in identity formation. In those cases, the motivations typically involved prestige, success, modernity and sophistication orientation which were closely identified with mixing English occured in different micro scale business on the outlets.
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5.2 Suggestions
In line with the conclusions mentioned above, this study offers some suggestions for the readers as provided in the following items.
1. To the lecturers teaching sociolinguistics, discourse, language and communication; it is suggested to conduct, elaborate, and perform deep research in the study.
2. To other researchers; it is suggested that this study could be further expanded in the use of variant languages to support in the micro scale business. Exploring in terms of other discourses to contribute to the development of identity construction and code mixing theories, such as the use of identity construction and code mixing in other business or its application in terms other discourse.
3. To all the readers; it is suggested to use this study as references for understanding the application of identity construction and code mixing in advertisement discourse studies, especially for its entertaining and persuading function on the micro scale business.
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