Advertisement Involving a Word within a Sentence

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4. Emblematic Code-switching

The last type of code-switching according to Hoffman’s theory 1991 is emblematic code-switching. Emblematic code-switching is code-switching which includes items such as tags or exclamations which serve as an emblem of the bilingual character Hoffman, 1991: 113. In this research, the researcher did not find any case which was included as emblematic code-switching.

A. Theoretical Reasons for Code-switching

After code-switching cases were classified into its types, the researcher found several theoretical reasons for code-switching which occurred in two editions of InfoKomputer magazines. To determine the reasons for code- switching, the researcher adopted theories presented by some linguists. The researcher used theory of reasons for code-switching proposed by Crystal 1987, Wardhaugh 1992, and Hoffman 1991. There were five reasons which were used. They were talking about particular topic, to build good relation with the target readers, perceived social and cultural distance, quoting somebody, and being emphatic about something. Since this research was a qualitative research, the researcher’s interpretation played a big role in determining the result of the research. Based on the data collected, the researcher decided the theoretical reasons which were appropriate to the code-switching phenomena in two editions of InfoKomputer magazines. 47

1. Talking About Particular Topic

This reason was proposed by Hoffman 1991 and Wardhaugh 1992 and supported by Crystal 1987. The topic of the discussion influenced the choice of the words that would be used. The major topic of InfoKomputer magazine was about computer. Thus, the choice of word always related to computer topic. The researcher found that most of code-switching cases which were used by the writer related to the major topic of the magazine which was computer topic. The researcher found two levels of the use of code-switching which were related to the topic of the discussion. Firstly, the writer used the terms which did not have Indonesian terms or could not be translated into Indonesian language. The writer did not have any choice to use Indonesian word, because the terms which were used were only available in English. Secondly, the writer chose to use English word rather than Indonesian word. The terms which were used by the writer had Indonesian terms or the English terms were possible to be translated into Indonesian terms. However, it was possible if the English terms were more popular rather than Indonesian terms. Thus, the writer chose to use English terms rather than Indonesian terms. The researcher found some English words related to the computer topic which did not have Indonesian term. They were desktop, widget, downtime, driver, and bandwidth. All those words could be found in English-English dictionary, but they could not be found in English-Indonesian dictionary. The writer of the article had to switch the code when he or she wanted to use the computer terms such as desktop, widget, downtime, and bandwidth, since it was