Code switching in various Indonesian products advertisement

Shokhikhatul Khasanah; Kiswati

doi:10.071025/fzyhrw85

Authors

Shokhikhatul Khasanah STAI Nurud Dhalam Ganding Sumenep Author
Kiswati Author

DOI:

https://doi.org/10.071025/fzyhrw85

Keywords:

Code Switching, Indonesian Product, Advertisement

Abstract

This study aims to investigate the types of code switching in various Indonesian products’ advertisement, including: Food and Snack Product, Wardah Beauty care Product, Hair Care Product and Cigarettes Product. The research used was descriptive qualitative research to explore and describe social phenomena in life. The data was in the form of utterances in advertisement that had been transcribed. The source of data was advertisement that aired on Indonesian through several media such as television, internet and social media platform. The result of the study showed that there are two types of code switching that mostly found in various Indonesian’s advertisements, they are: (1) Inter-sentential switching and (2) Intra-sentential switching. Besides that, there is also certain case; in which it found that there is also advertisement that combines the two types of code switching by inserting a word, a clause or a sentence in a single discourse. The strategy of code switching usage in advertisement in business world is a common phenomenon and by inserting English in advertisements in Indonesia; it can be identified as a form of acceptance that English is accepted in Indonesian society as a part of their language.

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