English Varieties Used in Indonesian Product Advertisements

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English had spread to every corner of the world, and in the course of the nineteenth centuries the number of speakers of language and the language’s own prestige, grew and grew. The spread of English around the world is often discussed in terms of three distinct groups of users, those who speak English respectively as: a native language (ENL) a second language (ESL) a foreign language (EFL) According to Kachru (1992:356), English as a native language (or English as a mother tongue) is the language of those born and raised in one of the countries where English is historically the first language to be spoken.

Kachru refers to these countries (mainly the UK, USA, Canada, Australia and New Zealand) as the traditional cultural and linguistic bases of English. Eglish as a second language is spoken in Bangladesh, Ghana, India, Kenya, Malaysia, Nigeria, Pakistan, Philippines, Singapore, Sri Lanka, Tanzania and Zambia. They use English for the purpose of administration, trade, religion and education. While English as a foreign language is spoken in China, Egypt, Indonesia, Israel, Japan, Korea, Nepal, Saudi Arabia, Taiwan, USSR, and Zimbabwe. This paper deals with English varieties used in Indonesia, especially in journalistic language on product advertisement. In line with the fast development of English varieties in Indonesia, the use of English in product advertisements can be seen vividly in every mass media, whether it is visual or audio visual.

There are some points to be considered with the English spoken and used in Indonesian product advertisements. They have provided some useful discussion in the study of words in view of pronunciation, spelling, simple phrases and grammar. For instance. In a product advertisement of L.A Light. “enjoy aja!”. In this advertisement, there is an English word, enjoy, combined with the Indonesian word, aja.

The correct pronunciation of the word enjoy must be /ɪndʒɔɪ/, but in this advertisement it is pronunced with /endʒɔi/. Some copywriters even take some English phrases, such as, “No way.” and “Why not ?” in the product advertisemnts. There are many English words used in Indonesian product advertisements and most of them are combined with Indonesian languages.

Name : Sisila Fitriany Damanik

Source : https://media.neliti.com/media/publications/76450-EN-english-varieties-used-in-indonesian-pro.pdf