TITLE

Commodification of Language in Globalization Context: Global and Local Interconnection of English Valuing in Indonesian Magazine Advertisement

TYPE

Journal Article

Abstract

This article investigates the commodification of English through the use of English mixing within Indonesian magazine advertisements based on the globalization context. The process of commodification is examined through the roles of English Mixing based on textual position within the advertisements and its interconnection to the new global economy. The finding shows that English mixing is used by local companies to create globally oriented advertisements but locally targeted audience. The global orientation reveals through the use of English as signature line and product naming and the local targeted audience revealed through the use of English only as attention getter; based on minimum uses of English mixing in body copy message and maximum uses in headline. It suggests that the source of the commodification process of English in Indonesian advertisements is related to its function as global language in the globalized economy.

Citation

Dewi U. P. (2017). Commodification of Language in Globalization Context: Global and Local Interconnection of English Valuing in Indonesian Magazine Advertisement. Advanced Science Letters, 23 (1), 562-565.

Keywords

Advertisements; Commodification of Language; English Mixing; Globalization

Published On

Advanced Science Letters

Author

Udiana Puspa Dewi

Asisten Ahli

Copyright © BINUS UNIVERSITY. All rights reserved.