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analyzed deeper. Considering the fact that there are various Kopiko advertisements in various countries, this research focuses on the commercials that run in
Indonesia and the Philippines. The two countries have various commercials of various Kopiko products that are broadcasted in television, and they use English in
most of their Kopiko advertisements. Although the advertisements might include the native language of Indonesia and the Philippines, this research focuses on the
English utterances. Native condition of Indonesia and the Philippines are not considered appropriate to compare and contrast the two countries’ use of English
in Kopiko advertisements. The analysis of language features of Kopiko advertisements and its result
can be beneficial to enrich the linguistic knowledge of advertisement, especially that it is a part of people’s daily life. This kind of language use in society has the
power of influencing people’s attitude, idea, thought, opinion, and action. The fact that it greatly influences people has even made the education system to include
advertisement as one of the materials in language learning. This proves that the language features of advertisement indeed play an important role to the society,
and this research can help in contributing more insight about it.
B. Problem Formulation
Based on the background of the research, two problems are formulated as follows.
1. What are the language features of Kopiko advertisements in Indonesia and the Philippines?
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2. What are the similarities and differences between Kopiko advertisement in Indonesia and the Philippines?
C. Problem Limitation
This research is limited to the linguistic features found in the English texts of Kopiko advertisements. Although there are other aspects in broadcast
advertisements such as pictures and music, this research focuses on the language style of the utterances spoken based on the script. Therefore, linguistic aspects
such as lexical and grammatical features are the main research problems. The data source is limited to commercial videos of Kopiko advertisements, in which
English is the major language, that are broadcasted in Indonesia and the Philippines. The native language, such as Bahaia Indoneiia and Tagalog, that
appear in the advertisements are ignored and not included.
D. Research Objectives
Based on the problem formulation stated previously, this research aims to solve those two problems. This research aims to:
1. identify the language features of Kopiko advertisements in Indonesia and the Philippines, and
2. analyze the language features of Kopiko advertisements in Indonesia and the Philippines to find their similarities and differences.
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E. Research Benefits
The research is expected to have several benefits for several parties. 1. The Benefits for Students
Students can understand more about the language of advertisement based on the analysis of language features here. Since advertisement is included as reading
and writing material in English subject in schools, the results of this research can enrich students’ knowledge. They might be able to use the knowledge directly as a
real practice in English. 2. The Benefits for Educators
Advertisement is one of the teaching topic for English subject in schools. The results of this research might be useful for English teachers or tutors as
teaching materials in classrooms. The analysis of language features can be used as additional material to teach about advertisement topic in reading or writing skills.
3. The Benefits for the English Language Education Study Program This research can be used as a reference for the lecturers and students of
English Language Education Study Program. Lecturers can use the analysis of language features of advertisement in this research as a supporting material for
advertisement subject. Students can also enrich their knowledge of the language used in advertisement.
4. The Benefits for Future Researchers The result of this research might also be useful for other researchers who
have similar interest in this topic. The findings of this research can be used as references for doing further analysis of this topic to explore other related findings.
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5. The Benefits for Advertising Companies The topic of this research is suitable for other parties such as advertising
companies, especially for those who specializes in similar products. The result of this research can be used as a reference in making or producing good
advertisements. Thus, it will be beneficial for the advertising companies.
F. Definition of Terms
