The Phenomenon of English Use in Indonesian Television Ads: A Sociolunguistics Study

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Qualitative analysis explores English's role in advertising, influencing cultural identity and consumer perceptions.

Findings reveal that 60% of respondents believe English use modernizes the brand, while 30% see a risk to cultural values.
Around 70% of participants think English makes products trendier for younger audiences, though 20% find it confusing.
This research employs content analysis of Kopi Good Day ads and interviews with 20-30 individuals from diverse backgrounds.
Results indicate the need for advertisers to consider cultural sensitivities amidst globalization's impact on local identity.

Mustofa et al. (2025) studied this question.

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View Full Paper

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Authors

Qualitative analysis explores English's role in advertising, influencing cultural identity and consumer perceptions.

Findings reveal that 60% of respondents believe English use modernizes the brand, while 30% see a risk to cultural values.
Around 70% of participants think English makes products trendier for younger audiences, though 20% find it confusing.
This research employs content analysis of Kopi Good Day ads and interviews with 20-30 individuals from diverse backgrounds.
Results indicate the need for advertisers to consider cultural sensitivities amidst globalization's impact on local identity.

Mustofa et al. (2025) studied this question.

View Full Paper

Ask AI

Bookmark