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.
