STUDENTS
’
ATTITUDE TOWARD THE USE OF CODE SWITCHING IN
ADVERTISEMENT
THESIS
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Christa AdventinForgaliana
112007076
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Students’ Attitude toward the Use of Code Switching in Advertisement
Christa Adventin Forgaliana Satya Wacana Christian University
Abstract
English has become a global and important language in the world that is used by many aspects such as education, news, business, science, communication, music, and movie, including in advertisement. Moreover, the English language becomes one of the newest strategies from advertisements’ copywriter to grab viewers’ attention by using code switching within it. This study aimed to find out the students’ attitude toward the use of code switching in advertisement. 14 participants from SWCU were selected using a convenience sampling technique. The participants were interviewed to elicit the data. The results of the study were discussed in three parts: 1) The students’ feeling towards the use of code switching (English) in advertisement, 2) The students’ behavior towards the use of code switching (English) in advertisement, 3) The important of bilingual use in advertisement. The study found that the students showed positive attitude toward the use of code switching in advertisements. From three components suggested by Brecler (1984) such as affective, cognitive and conative, most of the students showed positive attitude through the answering of some questions. The results found that almost all participants like bilingual advertisements and elicit positive behavior because of the usefulness of bilingual advertisements in the progress of learning English.
Keywords: code switching, bilingual, students’ attitude
INTRODUCTION
In the last twenty-five years, globalization has influence the media environment
(Matteo, 2008). The evolution of media technology also transforms the type of advertisement
based on what consumers want. Advertisers are trying to grab theconsumers’ attention towards
their product using many ways. Besides being creative, fresh and having different concepts
from others advertisement, they also make some changes in term of language. To make it
different, advertisers sometimes use code switching inside the advertisements to make the
Globalization also influences the development of bilingualism in many countries. It is
not only in the educational field but also in media television, especially in advertising.
Globalization and the development of advertisements influence customers to become bilingual
because English has now reached virtually every corner of the globe (Crystal 1997). Besides
that, the use of a language can give a specific picture of society, because language as a social
phenomenon is closely tied up with the social structure (Trudgill, 1974). Based on Gumperz
(1982) bilingual speakers are considered to have a high social identity, which means they are
considered as an upper class society, so people want to speak in two languages (Aulia, 2009).
Language use in advertisements plays a significant role in helping to reach the goal of
sales promotion (Zhang 2001). With its symbolic value, the English language has been
frequently used in bilingual advertising in places where it is not a native language to achieve the
goal of persuasion. In so doing, it demonstrates that English is used not only to convey
information about the advertised products, but also, perhaps more importantly, to help achieve
the goal of persuading the audience to purchase them (Gao, 2005).
The effect of bilingualism on the media can be seen in the development of
advertisements and the use of language in it. To create an advertisement that can attract
people’s attention various way have been used, one of them is by using bilingual development
which is become popular issue these days. And to make an advertisement easy to understand,
advertisers use code switching in it. Code switching becomes a phenomenon in society caused
by the influence of advertisement. Many advertisers use code switching to make the
advertisements more interesting, easy to remember and also understandable for the audience.
In Indonesia, English is used as its second language, so by speaking English, Indonesian
are considered as well educated, wealthy, up to date and western orientated, people whose
high level society or modern identity and this kind of consumer the writer calls as a
“sophisticated target”. And to be considered in a high level society, people tend to be bilingual.
“The days of cheap television are over” as these “sophisticated targets”, due to media
development, are more difficult to reach, with the existence of so many channels (Silvester,
2003). On the other hand, there are more possibilities of advertising than in the past. So, by
following the bilingual phenomenon, advertisers use bilingual or code switching to reach those
sophisticated target.
The targeted audiences of these advertisements are assumed to be of, at least, three
different groups: 1) well-off Indonesian professionals who are mostly between twenty-five and
forty, 2) young people who are still in college or who just graduated from college, and 3) high
school students (Gao, 2005). Students or young people are the biggest consumers of television.
Mostly student spend their leisure time to watch television. By the very fast development of
television programs, it’s also influence the number of advertisement. Lately, advertisers make
some innovation to get young people attention toward their product, especially students. Many
advertisements are addressed to students, so the concept of the advertisement also adapt to what
happen in teenagers or students daily life. Here, I am going to find out students’ attitude toward
code switching in advertisements.
There are some previous studies about viewers’ attitude toward advertising. A study by
Mateo (2008) found that brand and age influence consumers’ attitude toward games online
advertising. Another study by Lapanska (2006) found that informal style of advertising
language pre dominates over the formal style. Based on these two researchers, this study wants
to examine advertisement in different point of view. This research will examine the students’
attitude toward use of code switching in advertisements. According to Breckler (1984), there
cognitive. The affective component can be assessing by their feeling toward bilingual
advertisements, whether like it or not. Besides that, the behavior/conative component is
observed through their statement related to their reaction toward code switching in
advertisements. Moreover, the cognitive can be measured from students’ point of view,
background knowledge, opinion concerning code switching in advertisements.
It is hoped that the result of this research can give some valuable contribution to the
study of Sociolinguistics especially to provide a clear picture of the students’ attitude toward
use of code switching in advertisements. The result might increase the reader’s knowledge
about the students’ attitude toward the use of code switching in advertisement.
Over half of the world’s population is living in a multicultural society and they are
bilingual and many people are multilingual. This situation is caused by the very fast
development of bilingualism in many countries. According to Buckley (2006) it is a common
situation to have many different linguistic groups within one country. As for Indonesia, there
are over 700 languages spoken. In each places people has its own language to use. As a result,
being bilingual or multilingual is a common situation in here due to many aspects of the
community such as for technical, political, social, and economic reasons.
On to the globalization market, people tend to learn English as their second language
because English is use in many countries as a lingua franca. For examples, in Asia there are
many countries established English as their second language such as India, Philippines,
Singapore, Thailand, Malaysia, and also shows the very fast development of bilingual learning
like in Indonesia. In order to be considered bilingual, people tend to be proficient in two
languages. This is usually achieve through education
The development of bilingual in Indonesia shows with many of SBI “SekolahBertaraf
influences the growth and usage of language in displaying advertisement. To embrace the
audience from various levels, somehow they put the bilingual issue in advertisements and
television shows.
The definition of advertisements according to Li (2002), is a notice such as poster of a
paid announcement in the paint, broadcast and electronic media, and design to attract people
attention. For the general, there are two types of advertisements. Wells (1984) in his journal
states that advertisement is divided into two categories. The first is informal advertisement,
which is an advertisement that giving specific information about the brand and the function of
the product. The second category is in transformable advertisement, which means as
advertisement that associate the experience of consuming the brand with a unique set of
psychological character that somehow not typically associate with the brand. The use of
language is the important way to appeal viewers’ attention toward their language, whether it
associate to the brand or not.
Advertisements are made to convince the consumers to buy a brand through various
strategies exercised by copywriters and the use of language in it as an identifying mark
(Leetaru, 2001). Language use in advertising plays important role in helping to reach the goal
of promotion (Zang, 2001) so the consumers can easily remember the brand. As a big number
of television viewer, students has a close connection to the development of advertisements. So
many innovations are made to influence this number of television viewer. Advertisements must
be capable of influencing or, if necessary, changing the attitudes of potential consumers such as
students that give positive attitude towards advertised merchandise if they are succeed in
persuading people to buy the product. In other words, they must be able to secure favorable
attitudes towards the marketed product from the “narrate” (Goddard 1998). However, the first
1968). Because of the very fast development of advertisement lately, I want to find out
students’ attitude toward code switching in advertisements.
Code switching classified into various definition suggested by the researcher, for
example Gemperz’s (1982, p.59), define code switching as the juxtaposition within the same
speech that change the passage of the speech into two different definition grammatical system
of subsystem. On the other hand, according to Myers-Scotton (2006, p. 239), that the general
definition of code switching is the use of two language varieties in the same conversation.
However, code switching also sometime attributable to code mixing. Many researchers
sometime distinguish between the two terms. Two of the researchers are Muysken and
Mayers-Scotton. Muysken (2000) proposed that code switching is used for cases in which two codes
maintain their monolingual features, while code-mixing is used for cases where there is some
meeting between the two languages. On the other hand, Myers-Scotton (1993) said that code
switching occurs when bilinguals substitute between two languages during one interaction with
another bilingual person whereas code mixing is the use of words, affixes, phrases and clauses
from more than one language within the same sentences.While having communication with
others we have to notice the language, and the code we use. The use of code switch can
influence the way of speaking and the way of the receivers to understand what are being talked
about.
Attitude is one of the major factors in making an advertisement. According to Loudon
and Bitta (1993) note that attitude is how for or against, positively-negatively, favorably or
unfavorably a person regards an object. This definition aims to reveal the idea that attitude
contains consumer feelings and evaluation related to particular object. Besides that attitudes
according to Salomon (2004) mean a lasting general evaluation of people, object, advertisement
According to LaPiere (1934), General evaluation can be described in terms ofthree
components that usually called as the ABC models of attitude. The first component is affective
which involves a person’s feeling/emotion about the attitude of an object or we can say an
affect way a consumer feeling toward an advertisement. The second component is behavioral or
conative component. A conative component shows the way the attitude consumers have
influences how they act or behave toward advertisement. The last component is cognitive
component which involves a person or consumer’s belief or knowledge about an attitude of an
advertisement.
Besides the positive or negative responses, according to Azhar in Bagus’s journal (2011)
stated that the measurement of attitude can be identified from other aspects. Sax as quoted in
(Bagus, 2011) described that there are five characteristics of attitude. The characteristics are:
1. Direction means the side that someone is favor with. The directions are inferred as positive
or negative attitude.
2. Intensity is the level of the attitude. Some people may have the same direction of attitude,
but it is possible that they have different intensity in their attitude.
3. Wideness refers to the range of the attitude toward the object. A person can partially agree
or agree entirely of the object.
4. Consistency deals with the belief and the act regarding the object. Someone will be
considered inconsistent if the act is opposing to what s/he believes.
5. Spontaneity is about the readiness to state or response spontaneously. An attitude is said to
have a high spontaneity if the subject does not need to be forced to reveal his or her attitude,
in here, toward advertisement.
From the previous explanation about five characteristics of attitude, point 1 and 3 refers
Besides that point 2 and 4 refers to cognitive component, that the students will give their
opinion, point of view or belief toward the advertisement. Moreover, the conative component
reflected in point 5, where the students will show their behavior toward the
advertisement.Among students the attitude toward the use of code switching can be vary
especially in advertisements. This research will examine students’ attitudes toward code
switching in an advertisement.
THE STUDY
This study is aimed at investigating student’s attitude toward code switching in an
advertisement and the reasons causing that attitude. There are many studies that exploring
people attitude about code switching, however the study about attitudes that students’ have
while watching advertisement that use code switching inside is rarely found. This study was
conducted toward Indonesian university students from many faculties who have been studying
in SatyaWacana Christian University for at least one year. Moreover, this study was conducted
in order to answer research question; “What is students’ attitude toward code switching in an
advertisement?” Furthermore, the finding of this research should give some valuable
contribution to the study of Sociolinguistics especially to provide a clear picture of the students’
attitude toward use of code switching in advertisements.
Methodology
This study used descriptive method since this study wanted to describe the kinds of
attitudes toward code switching in advertisement. According to Shuttleworth (2008),
descriptive research method is a scientific method which involves observing and describing the
behavior of a subject without influencing it in any way. A convenience sampling method from
in SatyaWacana Christian University. All of these students at least learn English since their
high school time.
The Scope of this section is to analyze the relevant knowledge in order to know how
students’ attitude toward advertising and the language use in advertising itself. In previous
research, attitudes toward advertising defined by Mackenzie and Lutz (1989) as a learned
predisposition to respond in a consistently favorable or unfavorable manner to advertising in
general. Here, I adopted this definition for my study whether consumer’s general reaction to
advertising has a tendency to affect his or her attitude toward specific advertisement in term of
language use.
Participants
The subjects of this study were the students from SatyaWacana Christian University. This
research examined 14 students as a sample group. Here, the participants were selected by the
author because they could meet certain criteria which were set by the author (Zacharia, 2011).
The criterion was at least second year university students and already learns English since high
school. They were from various faculties in SatyaWacana such as English Department,
Psychology, IT, and Health Science. This research will only focus on students’ attitude toward
code switching in advertisement.
Data Collection Process
To collect the data, the first step was designing the instrument that is interview
questions. The interview questions were designed based on related literature. In this study, the
main questions consist of eight questions around language background, code switching, and the
attitude toward advertisement and those questions could be developed if necessary. The
question about language background is to get as many information as possible about the
After this, the question will be about advertisements and language use in the ad especially code
switching. How the students’ will react or say about the language will influence their attitude
toward code switching in advertisements, whether to their general reactions or their behavioral
tendencies. The next step after the questions ready was piloting. The purpose of this piloting
was to observe whether the questions were appropriate enough or not. For this piloting, one
student was asked to answer the questions. The interview processes recorded by the writer used
recording application in mobile phone. After the piloting had done, the recording was
transcribed into text. The result of the piloting were analyzed to find that questions are fixed of
not.
After the piloting had done, the real interview was conducted. Fifteen participants were
interviewed. It took around 10 to 13 minutes for each interview. Both of piloting and real
interview were conducted in Bahasa Indonesia. The purpose of using Bahasa Indonesia was to
make the participants feel comfort to answer the questions and to reduce the misunderstanding
between the interviewer and interviewee. The result of the interview were transcribed and being
analyzed.
Data Analysis
When the interview had done, the data was transcribed into text. The transcriptions
consist of 2 to 4 pages for each interview. After finished with the transcriptions, the data were
analyzed with some steps of data analyzing such as classifying whether the language of
advertisement are favorable or unfavorable, and analyzing consumers respond toward code
switching in advertisement (Mackenzie and Lutz (1989). Classifying was gathering the data
into one group or one file. When this step was done, the data were analyzed to draw a
FINDINGS AND DISCUSSION
Brecler (1984) suggest there are three components, such as affective, cognitive and
conative, of attitudes which are used to answer the research question: “What is the students’
attitude toward the use of code switching in advertisement?” The discussion begins with
explanation about background language, to know their linguistics repertoires and how English
is used as one of them. After knowing the background knowledge, the next questions were
about students’ attitude towards code switching in advertisements.
Background of language
Acquired and learnt Languages
Language has an important role in human’s life especially in interaction. Language is
used for many purposes, including the communication of intentions to others, thinking, solving
problems, indicating facts, expressing feeling and so on (Paivio, 1983:7). In Indonesia,
Indonesia is the national language here, and also there are many local languages from west to
east. Besides those languages some Indonesians also learn English. English has become a
global and important language in the world that is used by many aspects such as education,
news, business, science, communication, music, and movie, even though in some country where
English is a minority language (Keito, 1997).For those reasons most of participants at least
were trilingual. All of them were mastering Indonesian language and their mother tongue. Apart
from those natural bilingual, students also understand other languages. The other language they
learn is English. As P1 and P13 stated:
master..emm Indonesian for sure, Javanese, Minahasa, and English. There are four languanges.”)P1
2) “Kalo bahasa yang pasti bahasa Indonesia, kemudian ada beberapa bahasa daerah, khususnya bahasa rumpun Dayak dan bahasa Banjar. Kalo bahasa Inggris masih belajar.”(“Indonesian, for sure. Then there are some traditional languages, especially from Dayaknese, and Banjar. I am still learning English now.”)P13
Since the students were from various places, the traditional language their mastered were
different too. Like what P1, who is from eastern Indonesia, stated that she mastered 4 languages
including 2 local languages, Minahasa and Javanese, Indonesia, and English? It was different
from P13 which came from Kalimantan, he mentioned that there were 2 local languages such as
Dayaknese and Banjar, Indonesian and English, which he mastered.
English Language Proficiency
According to Crystal (1997), English has now reached virtually every corner of the
globe, and it is proven by the interview with the students which almost all participants mention
English as one of their language, although they were not really fluent to use it. Most of the
participant revealed that they were at least passive users of English, in terms of reading, but
they found it’s hard to write and to speak in English even though they already learnt English
since their elementary school as the excerpt number 3:
3) “Gak segitu fasih. Tapi cukup untuk mengerti walau pun gak terlalu lancer ngomongnya.” (“ Not that fluent. But good enough to understand though I am not really fluent.”) P6
Although the participants are university students and they already learnt English since
their elementary school, some of them also mentioned that to listen to English is also hard to
4) “Bahasa Inggris lebih mudah dimengerti kalo dibaca dibanding sama di dengar. Soalnya kadang apa yang diucapin itu bias beda artinya dengan apa yang aku dengar, kan banyak kata yang pelafalannya sama tapi artinya beda.” (“I understand English better in reading than in listening. It’s because what people said might be different from what I heard. There are so many words with the same pronunciation but different meaning.”)P3
The participants seem to understand English even though they were not really fluent to
use it. For some students like P3, it was easy to understand English while reading the text than
hearing spoken English, because sometimes some vocabulary shared the same pronunciation
but had different meaning.
Students’ Attitude
The students were asked about their attitudes toward the use of code switching in
advertisement; according to Brecler (1984), itconsists of three components, such as affective
which is assessing students’ feeling, like or dislike, conative which is observing students’
reaction, and cognitive which knows students’ point of view that might affect their attitudes
toward advertisement.
The students feeling toward the use of code switching (English) in advertisement.
In this section, to know their feeling about the use of code switching in advertisement
the writer asked two major questions. Two questions were asked to the students such as whether
it is easy to understand bilingual advertisement or not and whether it is excessive bilingual
advertisement. However, before asking them, since code switching was not a common term for
some participants, the writer simply explained the term with switching two languages in
speeches, including advertisement.
advertisement is important in helping to reach the goal of promotion as the effect of
globalization (Zang, 2001). P1 shared the same thought with P2, P4, P5, P9, P12 and P13 that
the need of using bilingual is caused by globalization. The excerpt number 5 was quoted from
the interview with P9 and P13 who brought up that the globalization affected the use of code
switching in advertisement:
5) “Gak juga sih, soalnya kan lihat perkembangan jaman sekarang, globalisasi.” (“ Not really, because we need to see the times, globalization.”) P9
6) “Biasa aja sih, kan udah jamannya globalisasi. Kita dituntut untuk bias bahasa asing juga perkembangannya memang begitu jadi memungkinkan lah untuk dilakukan dijaman sekarang. Lagi pula kan jaman sekarang anak SD aja sudah belajar bahasa Inggris.”(“ It’s normal, we’re in globalization era anyway. We’re demanded to be able to speak foreign language since that is the way it develops so it is possible to use that strategy. Besides, nowdays, even elementary school students have learnt English.”)P13
The responsesnumber 5 and 6 show clearly that bilingual advertisement is one of the
effects of globalization. So, English as an international language is a key to persuade modern
viewers like students or educated people whose open minded to a new development of
advertisement that use code switching in it. The copywriter or advertiser sometimes inserted
English in the tagline of advertisements or simply used Indonesia and English in the
promotion.This was also found in a study by Martin (2002b), who argues that English in French
advertising is generally considered as a symbol of modernization, efficiency, and/or reliability.
Elsewhere, Jung (2001) studies English use in Korean advertising and Larson (1990) looks at
English use in Swedish advertising, among other things, that English used in advertising is a
marker of modernity, internationalization, and/or superiority.
Some students like P6 and P7 had almost the same attitude from P2, but they shared
different reason that using two languages in advertisement was one of creative innovation
7) “Gak berlebihan kok, malah lebih keren keliatannya. Kan ada unsur perpaduan dua bahasa itu jadi gak monoton. Jadi ya lebih kreatif aja.” (“It is not exaggerated, it looks more impressive. Using two different languages, it is not monotone and more creative. ”) P7
The excerpt number 7 showed that English can be used for creative- linguistic reason,
for example in advertisement where the copywriter can use two languages, Indonesia and
English. The previous statements are also evident in a recent study of Baumgardner (2006) that
there were number of explanations for the use of English in advertising, such as a marketing
strategy of a campaign, the cultural connotations English carries, or English can be used for
creative-linguistic reasons.
Moreover, as P8 and P10 stated in the interview that the strategy to use bilingual in
advertisement might help students learn English through advertisement. Here the excerpt
interview from P10:
8) “Iklan yang menggunakan dua bahasa kan juga akan membantu kita belajar bahasa Inggris. Ya gak cuma belajar dari sekolah aja tapi bias juga dari iklan.” (“Bilingual advertisements might help us to learn English. We can learn not only from school but also learning through advertisement.”) P10
Besides, it was normal to have more than one language in an advertisement, bilingual in
advertisement was claimed to be easy to understand. Most of them understand the
advertisement even though it has two languages within it, because they find that the words are
familiar which was commonly used. As P7 stated:
9) “…, bias sih bias lebih dimengerti kata -kata yang dipakai juga kan gak asing, soalnya kata-kata yang di pakai juga sering didengar.”(…,” it is easy to understand, because the words are familiar and it is commonly used.”) P7
This idea was not only stated by P7, but also P4, P5, P8, P10, and P12. The
participants believed that even though the advertisements use two languages within it, as long
Even though most participants said bilingual advertisement was easy to understand,
there were 2 participants who said that sometimes bilingual advertisement was difficult to
understand, because of the speed of the utterance. An excerpt from the interview with P2 and
P3 were presented in excerpt number 10 and 11:
10)“…, kalo cepat ngomongnya ya kadang gak ngerti. Tapi kalo pelan-pelan ya ngerti. Misalnya pronunciationnya jelas juga kadang cepat ngerti.” (“ .., it’s hard to understand when the brand ambassador speaks too fast, but if the brand ambassador speaks slowly and the pronunciations are clear, I can get what it means.”)P2
11)“Kadang mudah dimengerti, kan bahasa yang dipake sering didengar sehari-hari. Kadang gak ngerti soalnya terlalu cepat ngomongnya terus bahasanya juga kadang gak biasa didengar.”(“Sometimes it’s easy to understand because the word use is familiar, but sometimes it’s hard to understand if the brand ambassador speaks too fast and the words are unfamiliar.”)P3
Both of participants stated that the difficulties to understand bilingual advertisement was
because the brand ambassador speaks too fast and sometimes the pronunciations were not clear
to them. It hampered them to hear the words clearly even to understand the content of the
advertisements.
The students behavior toward the use of code switching (English) in advertisement.
Using bilingual languages in advertisement also influenced the way the students behave
toward the advertisement. Based on interview, there were several behaviors revealed while they
were asked about bilingual advertisement. Almost entire students mentioned that they found out
some difficulties when they were watching bilingual advertisement for the first time. Mostly
because of the length of the utterances, the use of unfamiliar or uncommonly used words, and
here can be the copywriter use either uncommon words or new words for their advertisements.
As P1 stated on the interview:
12)“ Kadang bingung sih, jadi tingkat kepahaman saya untuk iklan yang menggunakan dua bahasa itu apalagi bahasa Inggris tergantung panjang kalimatnya dan seberapa familiar kata-kata yang digunakan.” (“Sometimes I get confused with it. So my ability to understand bilingual advertisement depends on the length of the utterances and the familiarity of the words”) P1
P1 shared the same idea with numbers of participants (P3, P5, and P13) which stated
that they feel confused because of the length of utterance. In addition, the various behavior of
viewer, such as P2, P7, P8, P9, P10 and P14, toward bilingual advertisements because they
want to understand the meaning, as P9 stated:
13)“Sering sih tapi paling gara-gara pengucapannya yang kurang jelas atau
The excerpt number 13 showed that students’ behavior toward bilingual advertisement
can be various because they wanted to understand the meaning of the advertisement. Here, in
English there are some words that have the same pronunciation but have different meaning and
spelling, such as the word “sea” means ocean and “see” means to look at. So, as long as the
pronunciation is pronounced or utterance is delivered clearly, the viewers will get the meaning
of the advertisement easily.
From the few explanations about students’ attitude, it is aimed that students give
positive response towards bilingual advertisement. Although sometimes they feel confused with
the advertisements, whether it was caused by the length of the utterance or the word choice,
they tried to understand the words or utterances to add their vocabulary and improve their
14)“Kalo memperhatikan ya lumayanlah. Kan dari situ bias nambah vocabulary baru terus juga bias memperbaiki pronunciation kita. Dikit-dikitlah belajarnya.” (“Sometimes I pay attention to the advertisement. I can learn new vocabulary and improve my pronunciation through it. I learn English little by little from it”) P12
From this interview, the participants also mentioned that they usually imitate the
language in advertisement into their daily life. When they were asked whether they also imitate
the advertisement or not, most the participants said that they imitate it in their daily
conversation. There were various reasons why they imitate as P8 mentioned:
15)“ Meniru sih pernah, buat drama kelas pas sma. Kebetulan waktu itu ada iklan yang menggunakan dua bahasa yang cocok dengan tema yang aku dapat jadi ya langsung pake aja kata-kata di iklan itu biar seru.” (“I have imitated the utterance in an advertisement, for my drama class back in the high school. Coincidently, it was suitable with the theme we got so I just used the utterances to make it more exciting.”) P8
Based on previous explanation, there were various behaviors toward advertisement that
influenced their attitude. They might feel confused and try to get the meaning in many ways
like re-watched the video many times, and even they imitated those advertisements in their
daily conversation.
On the other hand, there was one participant stated that she did not want to imitate
bilingual ads because she preferred to use Indonesian than English in advertisement, because
she thought bahasa alay was more interesting. Here the excerpt taken from the interview with
P14 :
16)“Gak meniru yang bahasa Inggrisnya. Soalnya sekarang banyak kok bahasa Indonesia yang dibikin alay, lebih menarik daripada meniru yang bahasa Inggris.” (“I did not imitate the bilingual ads, because there are lots of Indonesian words that are made “bahasa alay” which is more striking.”) P14
groups are constantly breaking new ground with artistic expressions of their lives and the life
around them They usually used slang words or language for example the word frenemy, this
term is a combination of the words "friend" and "enemy" that means a person who appears on
one hand to be your friend but, at the same time is antagonistic towards you
,
and it wereconfusing for some people who are not accustomed to it. Sometimes instead of using the
English language in an advertisement, the advertiser chose to use Bahasa alay to attract young
audiences.
From the previous explanation, it can be concluded that most of the participants showed
positive behavior towards bilingual advertisement in television. This behavior appeared
depending on their point of view regarding to the usefulness of bilingual advertisement for the
progress of learning English.
The important of bilingual use in advertisement
In this section, the answers given were analyzed to classify the participants’ opinion
which can influence their attitude toward bilingual use in advertisement. Most of the
participants mentioned that it was important to use English in advertisement. For instance, an
advertisement teaching people to be confident to use English words mixed with Indonesian
expression. As P4 stated:
This idea was not only stated by P4, but also P1, P2, P5, P6, P7, P8, P12 and P13. The
participants believed that the use of code switching in advertisement can help students to learn
English. The important thing to use English in advertisement was advertisement taught people
to be confident to use English words mixed with Indonesian expression. The language
proficiency, language preference, and social identity might affect the use of code switching in
advertisements by brand ambassador because even though they use English in advertisement
they usually put Indonesian expressions in it (McClure, 2001).
Another response given by P3, and P14 in the interview that using bilingual in
advertisement was considered as an unimportant strategy to sell the product, though some
participants said that bilingual advertisements might help students to learn English, some other
stated that the best way to learn English is through school or English courses. An excerpt from
the interview with P14 was presented in number 18:
18)“Kayaknya kurang berpengaruh juga pake dua bahasa gitu, cuma jadi terkesan elit aja. Kalo untuk membantu belajar bahasa Inggris itu juga kurang efektif sih, mending kursus aja.” (“I think it is less important to use bilingual in advertisement, it just sounds elite. It’s more effective to learn English through courses rather than advertisements.”) P14
Further Discussion about Students’ Opinion
This part consists of students’ opinion toward using bilingual in advertisement. Based
on the interview transcription, there were two kinds of opinion found. The first, bilingual
advertising was more interesting and easier to understand, whereas the other one said, using
monolingual was more interesting and easier to understand. Some students said that bilingual
advertising is more interesting and easier to understand; it is affected by following aspects:
are so many words in English have been explained clearly. So it is simpler. One words in English covered many words in Indonesian”) P7
20)“Kalo menurut saya lebih menarik yang menggunakan dua bahasa. Selain praktis terlihat keren juga. Kadang iklan yang menggunakan bahasa Indonesia kata-katanya lebih membingungkan.” (“I think it is more interesting when it uses English inside the advertisement. Besides the practicality, it also looks more impressive. Sometimes monolingual advertisement using complicated words.”) P1
The excerpts above are the aspects which affect students’ belief toward using bilingual
in advertising. Bilingual advertising was easy when the words are simple as stated by P7, so it
would be easier for students to understand the advertisements. Besides that, P1 added; bilingual
advertising is more interesting when the advertisements use English, because sometimes the
words are complicated when the advertisement is using Indonesian. This ideas were the same
with Ustinova and Bhatia (2005), who claimed “Using English as a creative-linguistics tool is
often used to fill a lexical gap (when there is no proper correspondent for a word or expression
in the host language or the word is considered taboo), or because English words are shorter than
the equivalents in the host language, or “because they (are believed to) attract the attention of
the consumer.”
In arguing for the important role of English in constructing favorable attitudes for
targeted audiences (participants), this paper also recognizes the essential part that visual images
have played, the analysis of which will require much more space, since this paper focuses on
the examination of the use of English, visual analysis is not included.
From the discussion, it can be inferred that all participants agreed that bilingual
advertisements can be one of the strategies used by the copywriter in this globalization era. The
participants felt that bilingual advertisements are also useful and helpful for them at learning
advertisements can be the alternative for the students in learning English, especially in listening
and vocabulary.
SUMMARY & CONCLUSION
This study aimed to examine Students’ attitudes toward the use of code switching in
advertisement. The data suggested that students have several kinds of attitudes toward bilingual
advertisement. Attitudes can be described as a lasting general evaluation of people, object,
advertisement or issues (Salomon, 2004). The data mention three components of attitudes;
affective, conative, and cognitive.
The findings in this study confirm that generally, almost all participants have positive
attitude toward the use of code switching in advertisement. From cognitive component, we can
see that most of participants believe that the use of code switching in bilingual advertising is
important for students. By using bilingual advertising, students can learn English through
advertisement, not only from the schools. They can add some new vocabulary and also learn
how to pronounce those words. In addition, by using bilingual advertisement, students aim to be
accustomed with English in their daily life to face globalization.
From the affective component, there are two kinds of feelings found. The first is;
bilingual advertisements are quite understandable for most participants. It is affected by several
reasons such as students’ basic knowledge about English, and the use of familiar words in
advertisement. The other kind of feeling which found is; somehow bilingual advertisements are
hard to understand. The only reason for this feeling is because somehow the spokesperson
speaks to fast and unclear pronunciation.
The other component of attitude is conative. In this part, participants showedpositive
behavior toward bilingual advertisement. The findings mention that somehow the participants
affected by several reasons such as the length of utterance, the rapidity and the unfamiliarity
with some new words. Even though they have difficulties to understand bilingual advertisement
at the beginning, there is an intensity to understand the words by browsing the video on
internet, to watch it again, and try to find the meaning of the utterance. Most of all,
thosebehavior appeared depending on their point of view regarding to the usefulness of
bilingual advertisement for the progress of learning English.
The findings of this study were the students’ attitudes toward the use of code switching
in advertisements. It is expected that this study would give new view in teaching and learning
English that teachers may use advertisements as an alternative in teaching English. For the
students, it is also expected that bilingual advertisements would give new experience in learning
English. However, the result from this study might not cover UKSW’s entire student but it is
hoped that it will be useful for further research about bilingualism and code switching in
advertisement. This study also may suggest other question for further research on students’
attitude toward social framework.In short, although this study is not perfect, it can be a picture
that students give positive attitude toward globalization and the use of English in
ACKNOWLEDGEMENT
“Karena masa depan sungguh ada dan harapanmu tidak akan hilang”
Amsal 23 : 18
First, I would like to thank to My Almighty God, My Dearest Father in Heaven,Jesus
Christ, for all of His blessing for me, The One that never leaves me alone. Thank you Jesus!!
Moreover, I would like to express my sincere gratitude to Mr. Christian Rudianto, M.
Appling, my supervisor, I thank to his kindness and patience in giving good suggestions for me
throughout the making of this thesis.I also wish to express my gratitude to my examiner Mrs.
Maria Christina Eko S, S. S., M. Hum, who kindly read and giving feedback until this thesis
completely done. I also would like to thanks to All ED teachers, thank you for all knowledge,
understanding, and things that have been shared.
Besides, I would like to give all gratitude and love to my dearest family. Papah
Uberman, S. Pd, and mamah, Pdt. Yulience, S.Th, who always on my side in my struggle
time, thanks for your endless love for me, you’re the best!! Also my special gratitude to my
beloved sisters BerlianceLeria Christy and Maria ChrisventryEkklesia, thanks for
everything. Thank you for the love and supports. I love you.
Finally, I am particular grateful to all of my family in while I’m in Salatiga. My
sisterhood in WismaAnugrah”Bios” (K’ Wana, Adis, Ney, Muy, K’ Ghe, and more), my
new family ED Voice (Vichie, Allen, Kaka, Didud, and more, espK EllolaLambreta, thank
for helping me throughout the translation and bla..bla..hehehe) and ED Pinuk (You know who
you are guys *hugs*), LTC fellas (Rio, Danang, Daniel, and LTC staff), thanks a lots for
support :D. ED especially the 2007ers, and all the people who contribute in finishing my thesis
which cannot mention one by one here thank you so much for your assistances. May God Bless
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List of Questions
1. Berapa bahasa yang anda kuasai? Sebutkan!
2. Seberapa seringkah anda menyaksikan tv/ iklan?
3. Apakah iklan yang menggunakan 2 bahasa mudah dimengerti?
4. Apakah iklan yang menggunakan 2 bahasa itu berlebihan?
5. Apa anda akan melakukan hal di bawah ini ketika menyaksikan iklan 2 bahasa?
a. Merasa bingung?
b. Memperhatikan kata-katanya?
c. Tidak mengerti lalu mencari di kamus atau bertanya?
d. Meniru kata-katanya?
6. Apa pentingnya penggunaan dua bahasa dalam sebuah iklan?
7. Apakah lebih menarik dan mudah dimengerti iklan dengan dua bahasa atau iklan yang
