IDENTITY CONSTRUCTION AND CODE MIXING ON MICRO SCALE BUSINESS ADVERTISEMENTS IN MEDAN.

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IDENTITY CONSTRUCTION AND CODE MIXING ON

MICRO SCALE BUSINESS ADVERTISEMENTS IN MEDAN

A Thesis

Submitted to the English Applied Linguistics Study Program in Partial fulfillment of the Requirements for the Degree of

Magister Humaniora

By:

DIAN HERIANI

Registration Number 8146111016

TABLE OF CON

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ENGLISH APPLIED LINGUISTICS STUDY PROGRAM

POSTGRADUATE SCHOOL

STATE UNIVERSITY OF MEDAN

MEDAN

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ABSTRAK

Heriani, Dian. NIM: 8146111016. Pembentukan Identitas dan Pencampuran Bahasa pada Bisnis Mikro (UMKM) di Medan. Tesis. Linguistik Terapan Bahasa Inggris, Sekolah Pascasarjana, Universitas Negeri Medan. 2016.

Penelitian ini berkaitan dengan fenomena yang umum terjadi pada wacana bisnis periklanan. Tujuan dari penelitian deskriptif kualitatif ini adalah: (1) untuk menunjukkan unsur dari iklan cetak yang mengandung pecampuran kode bahasa; (2) untuk menunjukkan kategori dari pecampuran kode bahasa yang digunakan oleh periklanan/pembisnis pada iklan cetak; (3) untuk menggambarkan realisasi dari pembentukan identitas di iklan cetak; (4) alasan periklanan/pembisnis dari bisnis mikro menggunakan dua bahasa di dalam pemasaran produk. Data dalam penelitian ini diperoleh dari bahasa (teks tertulis) pada empat latar belakang iklan bisnis berbeda. Bisnis difokuskan pada produk kuliner bernama,“Burger Sumo”, “Jajanan Medan 369”,“Chicken Holic”, dan yang terakhir “Martabak Buddy”. Penelitian ini

menerapkan desain penelitian kualitatif. Data dikumpul melalui observasi yang dilakukan dengan mengumpulkan iklan cetak kuliner dan wawancara mendalam. Temuan penelitian menunjukkan bahwa: 1) Dalam unsur iklan cetak pada bisnis mikro di Medan. Terdapat nama produk, anak judul, slogan, judul, isi dan ilustrasi. Beberapa slogan digunakan untuk memainkan kata-kata untuk membuat iklan pada bisnis tersebut lebih mudah diingat dan menarik bagi konsumen. Sebagian besar URL internet ditemukan sebagai unsur yang mengandung pencampur kode bahasa; 2) Enam kategori dari pecampuran kode ditemukan pada bisnis mikro, yaitu dua bahasa, isolated lexical, phrasal lexical substitution, phrasal, sentential substitution, dan hal lainnya (pengunaan 3 bahasa). Dalam beberapa iklan cetak, kata slang ditemukan pada data yang tersedia; 3) Konstruksi identitas diwujudkan dalam bentuk pencampuran kode bahasa Indonesia kebahasa lain, terutama bahasa Inggris. Ada hubungan antara penggunaan bahasa dan identitas yang mengungkapkan pembentukan modernitas. Temuan ini menunjukkan bahwa pengiklan membangun identitas yang berbeda untuk membujuk konsumen, baik untuk membeli produk mereka atau untuk di kenal positif melalui merek yang mereka gunakan. Hal ini terjadi sebagai bentuk strategi pemasaran, iklan juga memiliki ideologis dan berperan penting di dalam pembentukan identitas. Dalam hal ini, motivasi meliputi orientasi international, sukses, masa depan, menyenangkan dan yang erat kaitanya dengan pecampuran bahasa Inggris (besifat Modern); 4) Selain yang disajikan dalam bahasa Inggris, kata-kata asing memiliki potensi untuk membuat produk atau merek pada nama tertentu lebih menarik dan mengesankan, dan sifat dari kata-kata asing dapat digunakan dalam wacana iklan cetak Indonesia, khususnya dalam slogan-slogan periklanan. Berdasarkan hasil penelitian, alasannya ialah untuk menarik perhatian, mempengaruhi/membujuk, inovasi dan kreativitas, gengsi, kata teknologi tak terelakkan untuk menyenangkan dan pengingatan karena pembisnis berpikir bahwa tag line maupun merek di bahasa Indonesia tidak bisa diterjemahkan secara langsung atau jika wacana diterjemahkan dalam bahasa Inggris pesan tidak dapat disampaikan dengan baik kepada konsumen karena bahasa Inggris memiliki istilah sendiri di pasar/ dunia bisnis.

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ii ABSTRACT

Heriani, Dian. Registration Number: 8146111016. Identity Construction and Code Mixing on Micro Scale Business Advertisements in Medan. A Thesis. English Applied Linguistics Study Program, Post Graduate School, State University of Medan. 2016.

This research dealt with the common phenomena on business advertisement discourse. The objectives of this descriptive qualitative study were: (1) to show the elements of print advertisements contain code mixing; (2) to show the categories of code-mixing used by advertisers/entrepreneur in print advertisements; (3) to describe the realization of identity construction in print advertisements; (4) to find out the reasons why the advertisers/entrepreneur of micro scale business use bilingual languages in marketing a product in the way advertisements they do. The data were obtained from the language used (written text) from four different backgrounds of micro scale business advertisements but they focused on culinary products namely, “Burger Sumo”,

“Jajanan Medan 369”,“Chicken Holic”,and the last “Martabak Buddy”. This research

applied qualitataive research design.The data were collected through observation, collection the culinaries’ print advertisement and indepth interview. The findings of the study showed that: 1) In term of elements in the print advertisements occurred in micro scale business in Medan. There were product name, subheading, slogan, headline, body copy and illustration. Some slogans used puns to make them more memorable and attractive for consumers. The internet URLs mostly found as element that provided code mixing in the data; 2) Six categories of code mixing were found in Micro Scale Businesses, namely bilingual, isolated lexical, phrasal lexical substitution, phrasal substitution, sentential substitutions, and others (trilingual). In some of print advertisements, the slang word was found in the data; 3) Identity constructions were realized in form of code mixing Indonesian language to other language, especially English. The linguistic code featured identity of modernity construction.The findings showed that advertisers construct different identities for persuading the consumers or to be positively disposed towards their brand. As a form of marketing strategy, advertising did ideological work and it played an important role in identity formation. In those cases, the motivations typically involved international, success, future, fun and sophistication orientation which were closely identified with mixing English (modernity); 4) In addition to being presented in English, foreign words turned to enjoy the potential to make a specific product or brand name more appealing and memorable, and this trait of foreign words can be used in Indonesian print advertising discourse. Based on the results of the study,the reasons were attention getting, persuasion, innovation and creativity, prestige, technological words to fun and memorability because the owners thought that tag line/branding in Indonesian language cannot translate directly or if the discourse translate in English the message cannot deliver well to consumers because English has own term in the market / business.

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ACKNOWLEDGEMENT

Alhamdulillahirabbil’alamin, the greatest thank is dedicated to Allah SWT, the Almighty and Most Beneficial for His Grace, Guidance, Praise, Honor and mercy that has been given to writer so that she finally accomplishes her thesis as fulfillment of the final academic requirement to gain master degree of English Applied Linguistic Study Program (LTBI), State University of Medan (UNIMED). Moreover, she would like to express her deepest gratitude to the Prophet Muhammad SAW who has brought us from the darkness to brightness life.

During the process of writing, the writer realizes that she finds many difficulties during finishing her thesis and it cannot be accomplished without God blessing and supporting from many beloved people. In this occasion, the writer would like to express her sincere gratitude to all those who gave her possibility to complete this thesis:

The writer would like to thank goes to Dr. Rahmad Husein, M.Ed., as the Head of Applied Linguistic Program, for his administrative help in requirement process; Prof. Dr. Sri Minda Murni, M.S., as the Secretary of English Applied Linguistic Study Program, as Farid as the administration staff for completing the administrative procedures. The writer would like to express marvelous thesis advisers, Prof. Dr. Busmin Gurning, M.Pd. and Dr. T. Thyrhaya Zein, M.A. for their patient guidance, excellent advices and constructive comments during the

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completion of this study with contributing all brilliant ideas, valuable advices, affection, patience, and precious time spent on reading, commenting, and supervising the process of writing this thesis, and she is also very grateful to all lectures for their advice and guidance during her academic years in English Applied Linguistic Program 2014-2016. You are my inspiration to keep study anything in my life until the end of my ages because learning cannot be end and always move on.

The writer also would like to express the profound gratitude her examiners, Prof. Dr. Hj. Sumarsih, M.Pd., Prof. Dr. Sri Minda Murni, M.S., and Dr. Rahmad Husein, M.Ed. for their detailed reviews, correcting, revising, and suggestions in her thesis.

Her greatest and sincere thanks are fully dedicated to her beloved family, her father Syarifuddin, her mother Herawati for their love, support, patience, and their praying in finishing her study. Her parents are everything in the world. They are my power to do the best and my soul which give me motivation to get my ambition to be success in my life. The greatest thank also to my beloved younger brother MHD. Ardiansyah S.T and younger sister Siti Chairani Syafitri who always give their supports and laughs during finishing her thesis. Their jokes always refresh my mind and make me to keep smiling in any condition that I found.

Special and sincerest gratitude are addressed to her inspiration, Muhammad Falah Hudan, S.T., for his amazing support, love and motivation for the writer to finish this thesis soon.

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Her gratefulness is given to her aunt Fauzia and her uncle Amir Syarifuddin for your helping, pray and care during finishing her study. Her thanks full also expected to the owners of micro scale business in Medan, especially the Head of Manager Operational CV Burger Sumo, Medan (Sister Aswina Fitri) for their full support in the time of collecting the data.

The writer would like to expressed to all of her lovely friends; the English Applied Linguistics Program Students 2014 (Class A3), we have been spending our nicest stories with sharing love, care and togetherness, and also my lovely friends in during finishing this thesis (Yoni Rahayu, Yosiko Bunga Pertiwi). Overall, thanks for all people that cannot be mentioned in this paper for their supports and helps in completing this thesis.

Medan, 12th March 2016 The writer

Dian Heriani NIM.8146111016

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TABLE OF CONTENTS

Page

ABSTRAK ... i

ABSTRACT ... ii

ACKNOWLEDGMENT ... iii

TABLE OF CONTENTS ... vi

LIST OF TABLES ... viii

LIST OF FIGURES ... ix

LIST OF INDEXS ... x

LIST OF APPENDIXES ... xi

CHAPTER I: INTRODUCTION ... 1

1.1 The Background of the Study ... 1

1.2 The Problem of the Study ... 9

1.3 The Objectives of the Study ... 10

1.4 The Scope of the Study ... 10

1.5 The Significance of the Study ... 11

CHAPTER II: REVIEW OF LITERATURE ... 12

2.1 The Advertising Discourse ... 12

2.1.1 Print advertisement ... 14

2.2 Advertising and Language ... 15

2.2.1 English as Multilingualism ... 16

2.2.2 Reasons for Using English Words in Print Advertising Discourse ... 19

2.3 Language and Identity... 21

2.3.1 Language and Construction ... 23

2.3.2 The Construction of Identities and Ideologies in Advertising ... 24

2.4 Code Mixing ... 26

2.4.1 Code Mixing in Print Advertisements ... 27

2.4.1 Categories of Code Mixing ... 29

2.5 Micro Scale Business ... 30

2.5.1 Culinary Micro Scale Business ... 31

2.6 Relevant Studies ... 32

2.7 Conceptual Framework ... 34

CHAPTER III: RESEARCH METHOD... 40

3.1 Research Design... 40

3.2 The Source of Data and Data ... 41

3.3 The Instrument of Data Collection ... 42

3.4 The Technique of Data Collection ... 43

3.5 The Technique of Data Analysis... 44

3.6 The Trustworthiness of the Study ... 46

3.6.1 Credibility ... 46

3.6.2 Transferability ... 48

3.6.3 Dependability ... 48

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CHAPTER IV: DATA ANALYSIS, FINDINGS AND DISCUSSIONS...49

4.1 Data Analysis ... 49

4.1.1 The Elements in Print Advertisements ... 51

4.1.2 The Categories of Code Mixing ... 60

4.1.3 The Realization of Identity Contruction ... 69

4.1.4 The Reason in Using English Word... 76

4.2 Findings... 80

4.3 Discussions ... 82

CHAPTER V: CONCLUSIONS AND SUGGESSTIONS... ... 86

5.1 Conclusions ... 86

5.2 Suggesstions ... 88

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LIST OF TABLES

Page

Table 3.1 The Categories of Code Mixing ... 45

Table 4.1 The four different Micro Scale Businesses ... 49

Table 4.2 Element in Print advertisement on Burger Sumo’s Outlet ... 52

Table 4.3 Element in Print advertisement on Jajanan Medan’s Outlet ... 54

Table 4.4 Element in Print advertisement on Chicken Holic’s Outlet ... 55

Table 4.5 Element in Print advertisement on Martabak Buddy’s Outlet ... 57

Table 4.6 The Percentage of Elements of Print Advertisements on Micro Scale Business in Medan ... 58

Table 4.7 The Reason of Using English Word in Advertisements Micro Scale Business ... 76

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LIST OF FIGURES

Page

Figure 2.1 The Structure of Print Advertisements ... 14

Figure 2.2 Conceptual Framework Diagram ... 38

Figure 3.1 Components of Data Analysis: Interactive Model ... 45

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LIST OF INDEXS

Int : Interview Inf : Informant

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1 CHAPTER 1 INTRODUCTION

1.1 Background of the Study

The development of advertising and the use of the language are as the medium of communication with customers through the varieties languages use in the world. As the fact, we must integrate global economy in facing AEC (Asean Economic Community) to be able practice of commercial business show more diversified and extensive in different kind of business. Where the imported English names express different degree and flavours of consumer culture, teen culture, or international English based commerce in a more general, global sense (Banu & Sussex, 2001).

Moreover, Indonesia included in AEC at the end of 2015. Indonesia realizes to develop and encourage the production in order to increase international business. It is obvious stated in AEC fundamental freedoms are becoming a point of increased focus for international business (Xing & Kalloe, 2014). Being able to compete in global economy, some businesses have been marketing their products in print advertisements, with an already tired set of combinations in languages. Bilingualism is naturally occurring linguistic phenomenon through language contact (Leung, 2010). Presumably, bilinguals are able to communicate naturally and fluently in more than one language. Myers-scotton (2002:5) writes that one of the main concerns of bilingualism being “the social factors involved in how people become bilingual and the ways in which they allocate their different

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languages to different uses”.

This language phenomenon is referred to as code mixing in which linguistics units of two languages are mixed within a sentence. Code mixing is common in business‟ print advertisements. Futhermore, code mixing is considered as a sociolinguistic phenomenon a linguistic product of language contact, determined in various ways by the social circumstances in which it occurs. Code mixing is now considered to be a normal and natural product of interaction. Multilingual societies do code switch not because they have to, but they want to with clearly intended purpose. This means that people code mix and they are fully aware why they mix from one language to another.

Code mixing is strategy in advertising (Rullot, 2011). The advertisers use code mixing as a means reducing the distance with bilingual consumers. It means that by mixing a language can be support the communicative effect not only in using varieties of language in one advertisement but also persuade consumers.

Generally, code mixing is commonly seen as more typical spoken language, but there are some areas of language use, especially when business names and advertising are involved. In recent years, code-mixing takes place to some degree everywhere that English is spoken alongside another language, and is a normal feature of bilingualism. It is unusual to see any of these varieties in writing, but some are very widely spoken. They have received only limited linguistic study.

The field of code-mixing in written English makes for a highly interesting and entertaining reading. Also, worth observing would be the repercussions it has

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on the written as well as spoken English of the target readers, along with the other members of the educated. It is about time that these varieties receive the necessary linguistic attention (Lee, 2006). Similarly, Bhatia 2001 addresses the issue of globalization in advertising and stresses the notion of "globalization," which is also extensively discussed by Robertson 1995. Bhatia focuses more on the innovative and creative aspects of mixing, an emphasis which resonates with empirical findings in this study of Korean advertising. The "positive approach" claims that "language mixing in advertising satisfies deeper innovative and creative needs of advertisement writers to create desired effects of persuasion, naturalness, and other socio-psychological effects in their language" (Bhatia 2001:197).

Thus, this research aims to see varieties categories of code-mixing in micro scale business‟ advertisements and which elements of print advertisements mostly occurred code mixing which construct the product identity recently. They are like a mushroom in any places, especially in Medan.

In Medan, the culinary micro scale business‟ advertisements have been mixing the language (English mixing) to advertise the product and construct the identity through mixing the language recently. The combination of English works so fast and gives a lot effects in print advertisement. Nowadays, the micro scale business‟ mostly use English and Indonesia in promoting, marketing and constructing the identities of modernity on the products itself in Medan.

In addition, Woodward (1997: 15) explained, „advertisements can only „work‟ in selling us things if they appeal to consumers and provide images with

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which they can identify‟. Thus raises the important point of identification. For an advertisement to work, it needs to construct an identity that consumers can identify with (Woodward, 1997: 15). While, Thomas and Wareing (2000:121) supports that identity construction is one of fundamental ways we have of establishing our identity, and of shaping other people‟s views of who we are, is through our use of language. In fact, one of the ways that media affects identity construction is through the creation and perpetuation of stereotypes (Motschenbacher, 2009). This is especially seen in advertising, English use and modernity construction in discourse of advertising language-code as identity construction in advertising, identity in commercial advertising to discursive construction of modern identities more generally (Piller, 2001: 153). Piller discusses multiple orientations in identity constructions in bilingual advertisements.

Identity and its construction in social practices has become one of the most central themes in sociolinguistic research in the past two decades. The theoretical frame of reference for the study of identity has been radically shifting from the pairing of linguistic variables with pre-existing social categories such as class and socioeconomic status, typical of sociolinguistic research in the 1970s and1980s, to a focus on how those social categories are negotiated through language and other symbolic systems by interact ants in concrete situations of everyday life (Fina, 2007).

One of the strategies used by advertisers is to accommodate the bilingual

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to the consumers for the primary purpose of selling as exemplified in the following advertisements is describe below:

The phenomenon that happen mostly in culinary micro scale business‟ advertisements in Medan are closely related with aspect in language power and language varieties in written discourse, those are identity construction and code mixing. In other words, the advertisers have realized to mix languages in constructing their identities and marketing of products. It can be seen obviously in the culinary outlets that used mostly by sellers. He or she displayed his/her products in mixing language, especially English.

Furthermore, code mixing is used to construct various identities in the print advertisements could be explained primarily as a marketing strategy which aimed at persuading potential customers through the use of accommodation,

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affective reasons, building credibility and building solidarity (John and Dumanig, 2013).

In brief, advertisements are used by producers to advertise their products so that those consumers will receive them. The languages used in advertisements are very important for promoting its products. Consumers will know and remember the product if advertisers use interesting language in the advertisements. Advertisers will try to make the language as maximum as possible to reach the meaning and the curiosity of the target about the product itself. It must have a make sense power to them. To put it more simply, advertisements are advertising about events held by a company to promote a new product.

English since several decades has been enjoying a very privileged position in every sphere of life. The thrust of international English in business names is powerful and global, where English is foreign, rather than a second, language. Being a lingua franca, English has gained a very high status. It is yielding to the growth and developing of Indonesia‟ economy, social, and building cultural position internationally across the global. The language contact at some point allows English to be mixed not only in spoken form, but also in written form.

Several marketing strategies have evolved, and advertising these products nationally and internationally. The use of English in the media and in brand naming yields the enlargement of the stylistic range available for the users of the receiving language, in this case marketers and advertisers, making the language very appealing. Instead of one language, with an already tired set of combinations, one ends up having two codes available, which makes for an entirely new set of

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possible combinations. The fact that English and nor another language is the choice that fulfils such creative needs makes one realize the unique position English holds at the present time (Friedrich, 2002).

Moreover, the ability to catch the audiences‟ attention by using language in an innovation manner motivates the use of language mixing, particularly in advertising and brand-naming (Friedrich, 2002). These motivations do not seem to be self-exclusive and all of them can apply to English in a lesser or greater degree, depending on the context. However, the one that is the most inclusive of all expanding circle countries is the use of English to fulfil the creative needs of advertising. In commercial advertising the goal is, ultimately, to sell. Helen (2005) adds in her fascinating book examines choices that have resulted in the use, non-use or, as it turns out, abnon-use of features from more than one language in commercially driven discourses.

Previous research has focused code-switching and code-mixing as communicative strategies are studied mainly in connection with the bilingualism. Code-switching and code-mixing have also been adopted by advertisers, who always look for new and catchy slogans (Alcnauerova, 2013). In linguistics properties in advertising language have attracted the attention of linguistic researchers over the years. Across cultures, English is frequently used in advertisements and it appears to be the preferred lingua franca in code-mixed advertisements. The types and nature of advertisement and also the target audience determine the choice of English used in print advertisements. Because of this, the use of the English words also matter in the advertisement. English

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symbolizes westernisation, technology, and modernity.

Similarly, in Hong Kong, code mixing is common in almost every aspect of life including advertisements (Leung: 2010). This research found that most people are able to understand this informal lexical structure when it appears in print advertisement and it can catch eyes of audiences. People think that convenience products and shopping products are most suitable to be advertised with code mixing. Mixed English terms are perceived to be better than their native language because mixed elements may fill lexical gaps especially when advertisements are about field-specific products and they also serve as emotional buffer for euphemism. Code mixing, in general, is not suitable for specialty product and unsought product advertisements. But customers prefer English brand names for these kinds of products because this shows social prestige or status. It reflects mixing English terms in their communication is well accepted. Code mixing should be considered when they are target market segments of products. There is a high co-relationship between capability of using English and social and economic status.

On the whole, English is used here to connect with future orientation, internationalism, sophistication, elitism, success and fun (Alm, 2003; Kelly-Holmes, 2005; Piller, 2003). English is associated with a certain social stereotype, i.e., advancement and modernity. Myers-Scotton (1993) argued that most code mixing is to negotiate a social situation and it is viewed as a socially functional phenomenon that occurs with the consumer‟s intention. There are socio-psychological motivations behind code mixing that can maintain or negotiate

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particular type of social identity. Therefore, code mixing helps people to simultaneously access to right and obligations connected with various social identities. In order to attain a more nuanced understanding of the generalizations of English mixing in advertising discourse, I argue that the convergence of the last two - identity construction and globalization - is necessary. Specifically, I will argue that in the globalizing world, the tension between global discourses and local practices produces hybrid that is interlinked with modernity by its engagement with English.

There are not many studies that focus on language use in print advertising in the Indonesian context which offer an explanation as to why advertisers code mix (English mixing), especially in written advertisement discourse. Therefore, I will focus on micro scale business advertisements to show how code mixing is used creatively as a medium to present messages of identity construction of modernity, is worth investigated.

1.2 The Problems of the Study

Based on the background of the study, the problems are formulated as the following.

1. What elements in the print advertisements contain code mixing?

2. What categories of code mixing are used by advertisers to construct identity in print advertisements?

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3. How do advertisers use specific identity construct in print advertisements?

4. Why do the advertisers use of bilingual advertisements in the way advertisements they do?

1.3 The Objectives of the Study

In line with the problems of the study, the objectives are to:

1. to show the elements of print advertisements contain code mixing; 2. to describe the categories of code-mixing used by advertisers in print

advertisements;

3. to describe the realization of identity construction in print advertisements;

4. to find out the reasons why the advertisers of micro scale business use bilingual languages in marketing a product in the way advertisements they do.

1.4 The Scope of the Study

This research is limited to the language used in marketing micro scale business by 4 micro scale businesses of local culinary in Medan. The language observed and analysed is the language used in printed advertisement that used varieties of linguistic code displayed in the outlets.

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1.5 The Significance of the Study

The findings of the study are expected to be useful theoretically and practically:

1) The readers can enlarge their knowledge on theories of identity construction and code mixing in order to get some information to provide new contribution on theory of identity construction and code mixing in advertising discourse. They are also expected to have contribution as guiding information for linguistic students who are interested in the study of identity construction and code mixing on bilingual advertisements in written discourse.

2) The readers can understand how advertisers use language especially code-mixing in constructing the identity. It is hope that the result of the study will contribute for the other micro scale business to construct the identity by using varieties language of written discourse to enhance marketing strategy.

3) The readers who want to conduct the same study.

4) The customers will get an understanding how the advertisers code mix the language to construct the modern identity and why code mix occurs in marketing a product, especially in micro scale business.

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CHAPTER V

CONCLUSION AND SUGGESTIONS

5.1 Conclusions

This study focused on identity construction and code mixing in Micro Scale Business. It was aimed to find out the elements of print advertisements which contained code mixing; to describe the categories of code-mixing used by advertisers in print advertisements; to describe the process of identity construction in print advertisements; to find out the reasons why the advertisers of micro scale business use bilingual languages in marketing a product in the way advertisements they do. After analysing the data, conclusions are drawn as follow.

1. In term of elements in the print advertisements occurred in micro scale business in Medan. There are product name, subheading, slogan, headline, body copy and illustration. Some slogans used puns to make them more memorable and attractive for consumers by mixing the language. The internet URLs also found as element that provided code mixing in the data.

2. Six categories of code mixing were found in Micro Scale Businesses, namely (1) bilingual, (2) isolated lexical, (3) phrasal lexical substitution, (4) phrasal substitution, (5) sentential substitutions, and (6) others. In some of print advertisements, the slang word was found in the data.

3. Identity constructions were realized in form of code mixing host language to other language, especially English. There is a correlation between language use and features identity. The English use expresses of modernity construction. The findings showed that advertisers/owners constructed

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different identities for various reasons, the main goal of persuading the consumers either to buy their product or to be positively disposed towards their brand. As a form of marketing strategy, advertising did ideological work and it played an important role in identity formation. In those cases, the motivations typically involved prestige, success, modernity and sophistication orientation which were closely identified with mixing English occured in different micro scale business on the outlets.

4. In addition to being presented in English, foreign words turned to enjoy the potential to make a specific product or brand name more appealing and memorable, and this trait of foreign words can be used in Indonesian print advertising discourse, particularly in the slogans of advertisements. Based on the results of the study, the reasons for using the English language in Indonesian print advertising discourse change from attention getting, persuasion, innovation and creativity, prestige, technological words to fun and memorability because the owners thought that tag line and branding in Indonesian language cannot translate directly or if the discourse translate in English the message cannot deliver well to consumers. So the owners choose English word without translating the Indonesian to English before because English has own term in the market / business.

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5.2 Suggestions

In line with the conclusions mentioned above, this study offers some suggestions for the readers as provided in the following items.

1. To the lecturers teaching sociolinguistics, discourse, language and communication; it is suggested to conduct, elaborate, and perform deep research in the study.

2. To other researchers; it is suggested that this study could be further expanded in the use of variant languages to support in the micro scale business. Exploring in terms of other discourses to contribute to the development of identity construction and code mixing theories, such as the use of identity construction and code mixing in other business or its application in terms other discourse.

3. To all the readers; it is suggested to use this study as references for understanding the application of identity construction and code mixing in advertisement discourse studies, especially for its entertaining and persuading function on the micro scale business.

4. To the advertisers; it is suggested that the print advertisement of micro scale business display on the outlets should be designed creatively in order to attract the consumers.

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opportunity. Accessed on http://www.microbiz.org (19/10/2015).

Chi-Hong, L. 2010. An Empirical Study on Code Mixing in Print Advertisements in Hong Kong. In Asian Journal of Marketing, 4: 49-61.

(30)

Cook, G. (1992). The Discourse of Advertising. New York: Routledge.

Coulmas, F. 2005. Sociolinguistics. The Study of Speaker’s Choice. Cambridge: Cambridge UP.

Delin. 2000. Language of Everyday Life. London: SAGE Publications. Denzim, N. K. 1970. The Research Act in Sociology. Chicago: Aldine.

Drewniany & Jewler. 2008. Ninth Edition Creative strategy in Advertising. USA: Lyn Uhl.

Dumanig, F. P., & David, M. K. Language use bilingual consumers: an analysis of print advertisements in multilingual Malaysia. Bridging the gap of

cross-cultural communication. (pp. 216-224). Kuala Lumpur: University

Malaya.

Friedrich. 2002. ‘English in Advertising and Brand Naming: Sociolinguistic Considerations and The Case Of Brazil. In English Today 71, Vol.18, No.3.

Fraenkel R and Wallen. 2009. How to Design and Evaluate Research in

Education. USA: The McGraw Hill Higher Education.

Gass, R., & Seiter, J. 1999. Persuasion, Social Influence, and Compliance

Gaining.Boston: Allyn & Bacon.

Gao, L. 2005. Bilinguals’ creativity in the use of English in China’s advertising. Paper presented at the 4th international symposium on Bilingualism, Somerville.

Gerritsen, M., Nickerson, C., Van Hooft, A., Van Meurs, F., Nederstigt, U., Starren, M., & Crijns, R. 2007. English in product advertisements in Belgium, France, Germany, the Netherlands and Spain. In World

Englishes, 26, 219-315.

Geis, M. 1982. The Language of Television Advertising. London: Academic Press. Goddard, A. 2002. The Language of Advertising. Routledge, London: New York. Goldman and Papson. 1996. Sign wars: The cluttered landscape of advertising.

London: Guildford.

Hall, P. 2001. Writing and Grammar Communication in Action. Platinum Level. New Jersey.

Harvey and Shalom. 1997. Introduction. In Harvey, Keith, & Celia Shalom (eds.),

Language and desire: Encoding sex, romance and intimacy, 1–17. London

(31)

Holmes. 2005. Advertising as Multilingual Communication. New York: Palgrave Macmillan.

Hsu, J. (2008). Glocalization and English mixing in advertising in Taiwan: Its discourse domains, linguistic patterns, cultural constraints, localized creativity, and socio-psychological effects. In Journal of Creative

Communications, 3, 155-183

Joseph, E. 2004. Langugae and Identity National, Ethnic, and Religious. New York: Palgrave Macmillan.

John, D.A.F., & Dumanig, F.P. 2013. Identity Construction and Code Switching in English Newspaper Advertisements. In the Journal of the South East

Asia Research Centre for Communication and Humanities, 5 (1), 57 - 71

Kachru, B. 1994. Englishization and Contact Linguistics. In World Englishes, 13 (2), 135-154.

. (1986). The Bilinguals’ Creativity. In Annual Review of Applied Linguistics, 6, 20-33.

Larson, E. 1990. Present-Day Influence of English on Swedish as Found in Swedish Job Advertisements. InWorld’s Englishes 9 (3): 367- 369.

Leung, C. 2010. Code-Mixing in Print Advertisement and Its Cultural Implications in Hong Kong. In European Journal of Social Sciences, 12(3), 417-429.

Lee. 2006. Linguistics Construction of Modernity: English Mixing in Korean Televisions Commercials. In Language in society35, 59-91.

Leech, N. 1966. English in Advertising. London: Longman.

Lincon, Y. & Guba E. G. 1985. Naturalistic Inquiry. London: Sage Publication. Martin. 2002. Mixing English in French Advertising. In World Englishes 21 (3):

375-402.

. 2006. Marketing Identities through Language. English and Global

Imagery in French Advertising. New York: Palgrave Macmillan.

Miles, B., Matthew, A., Michael & Saldafia, Johhny. 2014. Qualitative Data

Analysis: a Methods Sorcebook. Edition 3. USA: SAGE Publication.

Motschenbacher, H. 2009. Speaking The Gendered Body: The Performative Construction of Commercial Femininities and Masculinities Via Body-Part Vocabulary. InLanguage in Society, 38, 1-22.

(32)

Myers-Scotton, C. 1993. Social Motivation for code switching: Evidence from

Africa. Oxford: Clarendon (Oxford University Press)

.2001. Calculating Speakers Code Switching in a Rational Choice Model. In Language in Society, 30, 1-28.

.2002. Contact Linguistic: Bilingual Encounters and Grammatical Outcomes. New York: Oxford University Press, ISBN-10:

0198299532.

Patton, M. Q. 1990. Qualitative Evaluation and Research Methods. Newbury Park: Sage.

Piller, I. 2001. Identity Constructions in Multilingual Advertising. In Language in

Society, 30, 153-186.

.2003. Advertising as a Site of Language Contact. Ann. Rev. In Applied

Linguistics,23:170-183.

.1997. Englische Werbeslogans. In Anglia 115:193–222.

Poplack, S., 1980. Sometimes I'll start a sentence in Spanish y termino en espanol: Towards a typology of code switching. Linguistics, 18: 581-618.

Reynolds, J & Olson, C. 2008. Understanding Consumer Decision Making: The

Means-End Approach to Marketing and Advertising Strategy. London:

LEA.

Rullot, V. 2011. English in French Print Advertising from 1999 to 2007. In World

Englishes 30 (1), 5-20.

Salkind, J. 2012. Exploring Research. Eighth Edition. USA: Pearson Education. Shooshtari, Z,. G. and Allahbakhsh, Monireh. 2013. Mixing English in Persian

Print Advertising Discourse. In International Journal of Society, Culture and Language. ISSN 2329 2210.

Shenton, A. K. 2004. Strategies for ensuring trustworthiness in qualitative research projects. In Education for information, 22 (2), 63-75.

Shanmuganathan, T,. & Ramasamy, K. 2009. The social and cultural impact factors in Tamil advertisements. Polyglossia, 17.

Takashi, K., 1990. A Sociolinguistic analysis of English borrowing in Japanese advertising tests. In World Englishes, 9: 327-341.

Thomas, L., and Wareing, S. 2000. Language, Society and Power: an

(33)

Tuti, Soenardi. 2014. Aspek Kuliner dan Citarasa Makanan pada Pelayanan Gizi. Euke: Yogjakarta.

Woodward, K. 1997. Identity and difference. In K. Woodward (Ed.), Identity

and difference, (pp. 8 – 58). London: SAGE Publications.

Wardaugh, Ronald. 2006. An Introduction of Sociolinguistics. New York: Blackwell Publishing.

Wahyuni, sri and Rosa rusdi. 2013. Types of Word Formation of Slang Words

Found in Tv Advertisement. In ejournal.unp.ac.id Vol 2, No 1 (p: 256-266).

Xing and Kalloe. 2014. The Asean Economic Community 2015. On The Road To

(1)

5.2 Suggestions

In line with the conclusions mentioned above, this study offers some suggestions for the readers as provided in the following items.

1. To the lecturers teaching sociolinguistics, discourse, language and communication; it is suggested to conduct, elaborate, and perform deep research in the study.

4. To the advertisers; it is suggested that the print advertisement of micro scale business display on the outlets should be designed creatively in order to attract the consumers.

(2)

Alm, C.O., 2003. English in The Ecuadorian Commercial Context. In World Englishes, 22: 143-158.

Banu and Sussex. 2001. ‘Code-switching in Bangladesh’. In English Today 66 (17,2)60-61.

Bellefleur and Tangkau. A Snapshot of Indonesian Entrepreneurship and Micro, Small, and Medium Sized Enterprise Development. USAID. From the American People. Accessed on www. usaid. org. (16/10/2015)

Bhatt and Bolonyai. 2011. ‘Code- switching and the Optimal Grammar of Bilingual Language Use’. In Bilingualism: Language and Cognition 14(4), 522-546.

Bhatia, K. 1992. Discourse functions and pragmatics of mixing: advertising across cultures. In World’s Englishes 11 (2/3): 195-215.

. 2001. Language Mixing in Global Advertising. In E Thumboo (ed), The Three Circles of English, 195-215. Singapore: UniPress.

Bogdan and Biklen. 1992. Qualitative Research for Education. An Introduction to Theory and Methods. London: Allyn and Bacon.

Bryman, A. 2004. Encyclopedia of Social Science Research Methods. Retrieved September 8, 2014 from

http://www.crec.co.uk/docs/Trustworthypaper.pdf.

opportunity. Accessed on http://www.microbiz.org (19/10/2015).

Chi-Hong, L. 2010. An Empirical Study on Code Mixing in Print Advertisements in Hong Kong. In Asian Journal of Marketing, 4: 49-61.

(3)

Cook, G. (1992). The Discourse of Advertising. New York: Routledge.

Coulmas, F. 2005. Sociolinguistics. The Study of Speaker’s Choice. Cambridge: Cambridge UP.

Delin. 2000. Language of Everyday Life. London: SAGE Publications. Denzim, N. K. 1970. The Research Act in Sociology. Chicago: Aldine.

Drewniany & Jewler. 2008. Ninth Edition Creative strategy in Advertising. USA: Lyn Uhl.

Dumanig, F. P., & David, M. K. Language use bilingual consumers: an analysis of print advertisements in multilingual Malaysia. Bridging the gap of cross-cultural communication. (pp. 216-224). Kuala Lumpur: University Malaya.

Friedrich. 2002. ‘English in Advertising and Brand Naming: Sociolinguistic Considerations and The Case Of Brazil. In English Today 71, Vol.18, No.3.

Fraenkel R and Wallen. 2009. How to Design and Evaluate Research in Education. USA: The McGraw Hill Higher Education.

Gass, R., & Seiter, J. 1999. Persuasion, Social Influence, and Compliance Gaining. Boston: Allyn & Bacon.

Gao, L. 2005. Bilinguals’ creativity in the use of English in China’s advertising. Paper presented at the 4th international symposium on Bilingualism, Somerville.

Geis, M. 1982. The Language of Television Advertising. London: Academic Press. Goddard, A. 2002. The Language of Advertising. Routledge, London: New York. Goldman and Papson. 1996. Sign wars: The cluttered landscape of advertising.

London: Guildford.

Hall, P. 2001. Writing and Grammar Communication in Action. Platinum Level. New Jersey.

Harvey and Shalom. 1997. Introduction. In Harvey, Keith, & Celia Shalom (eds.), Language and desire: Encoding sex, romance and intimacy, 1–17. London & New York: Routledge.

(4)

Holmes. 2005. Advertising as Multilingual Communication. New York: Palgrave Macmillan.

Joseph, E. 2004. Langugae and Identity National, Ethnic, and Religious. New York: Palgrave Macmillan.

John, D.A.F., & Dumanig, F.P. 2013. Identity Construction and Code Switching in English Newspaper Advertisements. In the Journal of the South East Asia Research Centre for Communication and Humanities, 5 (1), 57 - 71 Kachru, B. 1994. Englishization and Contact Linguistics. In World Englishes, 13

(2), 135-154.

. (1986). The Bilinguals’ Creativity. In Annual Review of Applied Linguistics, 6, 20-33.

Larson, E. 1990. Present-Day Influence of English on Swedish as Found in Swedish Job Advertisements. In World’s Englishes 9 (3): 367- 369.

Leung, C. 2010. Code-Mixing in Print Advertisement and Its Cultural Implications in Hong Kong. In European Journal of Social Sciences, 12(3), 417-429.

Lee. 2006. Linguistics Construction of Modernity: English Mixing in Korean Televisions Commercials. In Language in society35, 59-91.

Leech, N. 1966. English in Advertising. London: Longman.

Lincon, Y. & Guba E. G. 1985. Naturalistic Inquiry. London: Sage Publication. Martin. 2002. Mixing English in French Advertising. In World Englishes 21 (3):

375-402.

. 2006. Marketing Identities through Language. English and Global Imagery in French Advertising. New York: Palgrave Macmillan.

Miles, B., Matthew, A., Michael & Saldafia, Johhny. 2014. Qualitative Data Analysis: a Methods Sorcebook. Edition 3. USA: SAGE Publication.

Motschenbacher, H. 2009. Speaking The Gendered Body: The Performative Construction of Commercial Femininities and Masculinities Via Body-Part Vocabulary. In Language in Society, 38, 1-22.

(5)

Myers-Scotton, C. 1993. Social Motivation for code switching: Evidence from Africa. Oxford: Clarendon (Oxford University Press)

.2001. Calculating Speakers Code Switching in a Rational Choice Model. In Language in Society, 30, 1-28.

.2002. Contact Linguistic: Bilingual Encounters and Grammatical Outcomes. New York: Oxford University Press, ISBN-10:

0198299532.

Patton, M. Q. 1990. Qualitative Evaluation and Research Methods. Newbury Park: Sage.

Piller, I. 2001. Identity Constructions in Multilingual Advertising. In Language in Society, 30, 153-186.

.2003. Advertising as a Site of Language Contact. Ann. Rev. In Applied Linguistics,23:170-183.

.1997. Englische Werbeslogans. In Anglia 115:193–222.

Poplack, S., 1980. Sometimes I'll start a sentence in Spanish y termino en espanol: Towards a typology of code switching. Linguistics, 18: 581-618. Reynolds, J & Olson, C. 2008. Understanding Consumer Decision Making: The Means-End Approach to Marketing and Advertising Strategy. London: LEA.

Rullot, V. 2011. English in French Print Advertising from 1999 to 2007. In World Englishes 30 (1), 5-20.

Salkind, J. 2012. Exploring Research. Eighth Edition. USA: Pearson Education. Shooshtari, Z,. G. and Allahbakhsh, Monireh. 2013. Mixing English in Persian

Print Advertising Discourse. In International Journal of Society, Culture and Language. ISSN 2329 2210.

Shenton, A. K. 2004. Strategies for ensuring trustworthiness in qualitative research projects. In Education for information, 22 (2), 63-75.

Shanmuganathan, T,. & Ramasamy, K. 2009. The social and cultural impact factors in Tamil advertisements. Polyglossia, 17.

Takashi, K., 1990. A Sociolinguistic analysis of English borrowing in Japanese advertising tests. In World Englishes, 9: 327-341.

Thomas, L., and Wareing, S. 2000. Language, Society and Power: an Introduction. London: Routledge.

(6)

Tuti, Soenardi. 2014. Aspek Kuliner dan Citarasa Makanan pada Pelayanan Gizi. Euke: Yogjakarta.

Woodward, K. 1997. Identity and difference. In K. Woodward (Ed.), Identity and difference, (pp. 8 – 58). London: SAGE Publications.

Wardaugh, Ronald. 2006. An Introduction of Sociolinguistics. New York: Blackwell Publishing.

Wahyuni, sri and Rosa rusdi. 2013. Types of Word Formation of Slang Words Found in Tv Advertisement. In ejournal.unp.ac.id Vol 2, No 1 (p: 256-266).

Xing and Kalloe. 2014. The Asean Economic Community 2015. On The Road To Real Business Impact. Swiss: The ASEAN Economic Community 2015

IDENTITY CONSTRUCTION AND CODE MIXING ON MICRO SCALE BUSINESS ADVERTISEMENTS IN MEDAN.