The use of english in Indonesia television commercial advertisement

This item is published by Universitas Islam Negeri Sunan Ampel Surabaya

Aziza, Heyda safira putri (2019) The use of english in Indonesia television commercial advertisement. Undergraduate thesis, Universitas Islam Negeri Sunan Ampel Surabaya.

Text
Heyda Safira Putri Aziza_A73215046.pdf
Download (3MB)

Abstract

The method of the study used qualitative method because this study describes the modes and identity creation in the videos commercial advertising. The mode in product and service advertisements such us music, text and images have correlation to make videos more interesting. Identity creation in the videos commercial advertizing to shows that each of the videos advertising has different characteristics. English words appear only in the music and text in the product and service video advertisements. English words appear as song lyrics in the video product advertisements to make the videos more interesting and innovative and also to attract modern consumers. Texts that use English words in product videos and service advertisements stand only as slogan to make the videos more memorable for the viewer and give detail information for the viewers and consumers. Image in video advertisement has a purpose to show the real form of the product and service. Product and service video advertisements construct identity through the product name, song lyrics, and global local identity. Identity in the product advertisements show more about modernity and imitated from international model but service video advertisement showing about local identity of Indonesia. By this study, the writer finds the function of English as symbolism in the television commercial advertisement contributing in the development of social and cultural identities that it will later attract modern Indonesian consumers and show that Indonesia videos advertisings can compete with international video advertisings.