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All Journal Indonesian Journal of EFL and Linguistics LINGTERSA: Jurnal Linguistik, Terjemahan, Sastra
Syamsul Anam
Universitas Jember
Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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The ‘Face’ of Indonesian Cosmetics: Investigating Language Choices in Local Brand Advertisement Boards and Consumers’ Preferences Dewianti Khazanah; Reni Kusumaningputri; Hadi Sampurna; Riskia Setiarini; Syamsul Anam
Indonesian Journal of EFL and Linguistics Indonesian Journal of EFL and Linguistics, 8(1), May 2023
Publisher : Pusat Pelatihan, Riset, dan Pembelajaran Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21462/ijefl.v8i1.579

Abstract

English has been extensively chosen by multinational companies for the purpose of advertising cosmetics in expanding circle countries. However, studies focusing on the language choices made by Indonesian local cosmetic companies for their advertisement boards and the consumers’ preferences regarding these choices are scanty. The goals of this study, thus, are double-layered. First, the choices of language in each element of the advertisement board copywriting- brand and product names, taglines, slogans, and product descriptions- were revealed. Second, the consumers’ preferences regarding language choices on each of these elements were explored. The language choices were revealed by scrutinizing 98 collected local cosmetic advertisement boards using the types of language choice by da Silva (2017). Preferences were gathered using a survey adapted from Hornikx et al. (2010) and da Silva (2014) and were explored using thematic analysis. The findings show that English dominated all elements of copywriting in the local cosmetic advertisement boards- in brand and product names, taglines, slogans, and descriptions. The study, however, pointed out the gap between the domination of English and consumers’ preferences. A significant number of people chose Bahasa Indonesia as the voice for these advertisements mainly in the aspect of slogans and brand names. The findings show that the choice of Bahasa Indonesia in brand names was more preferable as it projected the products’ national identity in the global market and consumers’ national pride. The same preference was also found in the product descriptions as most consumers deemed Bahasa Indonesia to promote better understandability. These findings suggest that Indonesian cosmetic companies’ language choice policy for product advertisements needs to be revisited.
SLANG WORDS HAR SLANG WORDS HARNESSING THE LESBIAN COMMUNITY IN BONDOWOSO DISTRICT Agung Tri Wahyuningsih; Siti Nadhifah; Syamsul Anam
Linguistik, Terjemahan, Sastra (LINGTERSA) Vol. 3 No. 1 (2022): Februari
Publisher : TALENTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (650.523 KB) | DOI: 10.32734/lingtersa.v3i1.8784

Abstract

Lesbians are primarily residents of the Greek island of Lesbos. The term gained currency after Sappho, a poet from Lesbos around 600 BC, depicted the state of a female's blistering emotional and erotic lodestone toward another female [1]. While there has been an increase in tolerance and a decrease in discrimination in recent years, and some studies have been conducted on lesbianism and lesbian-related linguistic features, lesbianism and lesbian-related linguistic features have received significantly less attention than gay men's homosexuality [2]. Taking up this issue, this research is determined to elucidate the specific language variation used by the Bondowoso district's lesbian community. As the concept of lesbian-specific words is reformed and deconstructed, this investigation seeks to unearth the meaning of the language variety referred to as slang. Additionally, to complete this research, some sociological factors influencing the use of slang [3] are examined. The interview is conducted to elicit information about the sociological factors that contribute to speakers' use of slang in their community. The result indicates that the majority of slang words are derived from English and refer to gender roles, physical characteristics/appearance, types of relationships, and sexual activities. Bondowoso's lesbian community adapts slang terms used by lesbians worldwide phonologically. Sociological factors and reasons indicate that this queer society views self-identification as a lesbian as the most significant identity because it has ramifications for other attributions.
Co-Authors Dewianti Khazanah Hadi Sampurna Reni Kusumaningputri Riskia Setiarini Siti Nadhifah Wahyuningsih, Agung Tri