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language choice proposed by Holmes 2001, language choice refers to “code or variations that are employed in certain situation.”
There are certain social factors that influence somebody when choosing a certain code. In this study, the term
language choice refers to the language used by nightclub community in Yogyakarta. This is about the language chosen by nightclub community in their
banners. In this research, the researcher aims to know how banner designers choose certain English words, phrases, and sentences in their banners.
3. Banners In this research, banners are essential since they are the object of the study.
According to Hornby in Oxford Advanced Learner’s Dictionary 1995: 81, banner is “a large strip of cloth showing an emblem or a slogan, or giving
information about something.” In this study, the banners taken as the research data are those published by nightclubs in Yogyakarta. They are also in a form of large
strip of cloth and contain the phrases and sentences that inform nightclubs’ special events and products. The banners are displayed in major crossroads and streets in
Yogyakarta, for example the crossroad located between Jalan Gejayan and Jalan Condongcatur, the crossroad located in Jalan Magelang, Jalan Magelang, Jalan
Gejayan, and Jalan Colombo.The pictures of nightclub banners are available in the appendices.
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CHAPTER II REVIEW OF RELATED LITERATURE
This chapter consists of two main sections: theoretical description and theoretical framework. Theoretical description focuses on the theories applied in
the research. Those are the theory of Sociolinguistics, Language Choice, Language Functions, and Advertising Language. Theoretical framework focuses
on the summary of the theories that becomes the basis for relating the theories with the study.
A. Theoretical Description
The Theoretical Description discusses the theory of Sociolinguistics, Language Choice, Language Functions, and Advertising Language.
1. Sociolinguistics
Sociolinguistics is “the study of the relationship between language use and the structure of society” Radford, Atkinson, Britain, Clahsen, and Spencer, 1999:
16. Based on the definition, there are several factors that include in this field. The factors are the social backgrounds of booth the speaker and the addressee for
example age, social class, and ethnic background, the relationship between speaker and addressee good friends or parent-child, and the contest and manner
of the interaction in church, school, loudly or whispering. These factors are
important to the understanding of the structure and function of the language used.
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Llmas and Stockwell 2009: 21 give more specific definition of sociolinguistics, the study of the linguistic indicators of culture and power. The
definition focuses on language as well as linguistic tools grammar, vocabulary, corpus linguistics, discourse analysis and pragmatics, and it also concerns the
influences of several social factors such as ethnicity, gender, ideology, and social rank on language events. Considering this definition, sociolinguistics then
primarily focuses on language use. As it mainly concerns language use, the majority of sociolinguistic studies
then presented in a form of description. The goal of sociolinguistic studies involves scientific objectivity. Most studies deal with the description of social
aspects of language in real world. Finally, Llmas and Stockwell 2009: 21 define sociolinguistics as the
study of language variation and change. They argue that “societies differ from each other and change over time.” Language is part of societies and grows along
with the processes. Therefore, all linguistic tools may be extended along with the process of the two dimensions: language variation and change.
a. Language Choice
Language Choice is part of Sociolinguistics that deals with the code choice in certain society. Wardaugh 2002: 87 mentions the term code to indicate
language and a variety of language. Code is considered as neutral because it refers to “any kind of system that two or more people employ for communication.” As a
matter of fact, there are a lot of codes that exist in society life. Some people even use various codes in various circumstances. Holmes 2001: 7 says that people
