An Analysis of Code Mixing in Advertisement

Sociolinguistics

An Analysis of Code Mixing in Advertisement

By :

 Jon Sastro

0821110047

3c

Lecture;

Drs. Epi Wadison, M.Pd

DEPARTEMENT OF ENGLISH

FACULTY OF TEACHER TREANING AND EDUCATION

MUHAMMADIYAH UNIVERSITY OF BENGKULU

2010

CHAPTER 1

 INTRODUCTION

1.1  Background

Language is very imfortant for us in our life, language as a tool of communication who uses in daily activities and beside that language have function as the caretaker of the community relationship, so language can not sparate from the community life. People who are live in bilingualism, that is ability to use two language or more will often switch from one code to another. In the case,a code refers to a language or a variety of language. People who can speak many languages usually switch one code into another when they are speaking.

One of the communication and information tool is advertisement. Advertisement is a media that give information, and kinds of event that happen in our life. Because from read and see the advertisement we can know about some thing. In the advertisement not only use Indonesia language but also switch language from Indonesia to English. It’s can make be interest.

1.2  research question

base on in the introduction above is research will discuss about code mixing in advertisement.

1. why do the advertisement is code mixing?
2. what form of code mixing do that advertisement?

1.3  research objective

the objective research is ;

1.      to describe the advertisement reasons use code mixing

2.      to analysis the form of code mixing the use by advertisement

1.4  the significance  of the research

the significance of the research is to give information to the reader about the advertisement. The researcher  hopes this research also can give the reader information about development of language in socity and it hoped. The raeder will know the development of language in the from of code mixing.

1.5  the limitation of the research

in this reseach, the writer limits the research only to investigate the process of  code mixing in advertisement.

CHAPTER II

REVIEW OF LITERATURE

2.1 Code mixing

A code is speech system which applications of language element have special feature. It is suitable with the background of speaker relationship between speaker and listener and speech event

People who are bilingualism or multilingualism will often use two language or more. in code  mixing did with intentional and the conscious with certain reasons. When one clause has structure grammatical of one language and the next clause  piled based on the structure grammatical other language, so the event code was called cause mixing.

2.2              types of code mixing

In code mixing could bein two types, there are follow;

1. intrasentetial : this type of code switching happens with a single sentence or even a single prhase.
2. intersentential : this is the type of switch which happens between sentences.

CHAPTER III

RESERCH METHODOLOGY

3.1 Methodology

It is a descriptive study which aims at describing code mixing found in advertisement. the main instrument in this research is the researcher herself as the key-human instrument.  The data of the study is in the form of written the example of advertisement. There are much advertisement which are used as data in this study. The writer collects the data by finding the advertisement in the internet, in market, in magazine, in newspaper and in the general place, selecting advertisement that consist of Indonesian-English code mixing.

3.2 Technique for colleting the data

1. observation to the advertisement

2. collecting and select of the advertisement that contain many code mixing

CHAPTER IV

FINDINGS

4.1 introduction

In this research many found the advertisement used the code mixing and this will discussion of code mixing in the advertisement. It was described that this study tried to describe and analyze, there are;

1.                  to describe the advertisement reasons use code mixing

2.                  to analysis the form of code mixing the use by advertisement

the data from observation show that, there are some reasons why the advertisement used the code mixing, there are:

1. make the advertisement be interest and beautiful
2. using code mixing word can touch of the target word by advertisement
3. make a short and simple to read
4. show off the person ability in using more then one language
5. style of the advertisement

code mixing found of advertisement in handphone shop

Example of the advertisement, “DAYANG CELL”	Code mixing in english
Menerima: service handphone software dan aplikasi tukar tambah handphone isi ulang pulsa accessories	Service, handphone, software, accessories,

Code mixing of advertisement in magazine

“TERANG” magazine edition july-september 2008	Code mixing in english
Selamat datang di dunia yang lebih terang, PHILIPS, sense and simplicity, lampu hemat high quality dan penuh inspirasi. PHILIPS easy for life	Sense, and, simplicity, high quality easy for life

Code mixing of advertisement in newspaper

Bengkulu ekspress edition sabtu, 17 okt 2009; 5	Code mixing in english
“COCO” menjual dan menyediakan pakaian, jeans, sepatu dll sound system dan rental band music room dan organ tunggal alat-alat listrik kami juga melayani factory design clothing company distrro channel	Jeans Sound system Band Musicroom Factory Design Clothing Company channel

Based on the table above, it can be seen that were increasing evidence that the use of English as code mixing extends and mostly appears in every advertisement, there were than three example that the advertisement used code mixing, so it be said that in every advertisement appeared code mixing.

CHAPTER V

CONCLUSION AND SUGGESTION

5.1 conclussions

Based on the result and discussion in chapter IV the research took some conclusion. The advertisement reasons in mixing language to English based on the result of interview. Code mixing can happen with many conclusion.

1. using code mixing word can touch of the target word by advertisement
2. make a short and simple to read
3. show off the person ability in using more then one language
4. style of the advertisement

5.2 suggestion

In this research about the code mixing in the advertisement uses two language or more (code mixing) it’s good, because can make the advertisement be interest and beautiful and than to show of ability the people in using to language or more.    

REFERENCES

Fishmn, J. 1972. The Sociology of Language. Massachusetts: Newbury House.

Hamers, F.J. & Blanc, H.A.M. 1987. Bilinguality and Bilingualism. Cambridge: Cambridge University Press.

Holmes. J. 1992. An Introduction to Sociolinguistics. New York: Addison Wesley Longman Inc.

Spolsky, B. 1998. Sociolinguistics. Oxford: Oxford University Press.

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