49 From these three examples above, the writer noticed that the expressions;
“thank you”, “see you later”, and “happy birthday” are the common expressions which were used when using Bahasa Indonesia. The writer often finds that people
are likely to use “thank you” to express gratitude to friends. It is because Indonesians acquired this kind of expression when they were in elementary
school. However, the words have been used until now. Hence, it becomes a habitual experience of the speaker to use this expression in hisher daily life.
Meanwhile in example 21, the expression “see you later” is also a common expression which is used to say goodbye to someone. Indonesians are likely to use
this expression to represent sampai ketemu ya or sampai nanti. In example 22, the writer found that it is a very common expression that is used in Bahasa Indonesia.
Almost every person says “happy birthday” when he or she wants to give congratulations of having birthday to his or her friend. This expression can be
found both in spoken and written contexts, such as in conversation, letter, and send message service sms.
6. To show identity with a group
In this reason, code-switching is used to show a group identity. A group identity can be a name which is only known by some people who are involved in a
certain group. Dealing with this reason, the writer also combined this theory with the proposed theory from Gumperz 1982 that is addressee specification. This
kind of code-switching also serves to direct to a specific persongroup.
50 In accordance with this research, the writer found a term which was only
used in Cosmogirl Indonesia Magazine. This term was categorized as group identity because it serves to direct a specific group, which is Cosmogirl readers.
23. Selama ini, status It Girl masih saja jadi incaran, padahal kamu bisa
kok, jadi anggota bleachers yang bahagia. Baca saja tips CG Berikut ini p.97, June 2010 edition
In example 23, there is a term “It Girl”. It Girl refers to the ideal girls – a version of Cosmogirl Indonesia Magazine. It Girl should be smart, popular, and
interesting. Thus, some readers want to become one of the It Girls. The term above was categorized as group identity because it serves to direct message to a
specific group, in this case, Cosmogirl Indonesia Magazine readers. In addition, the term was used only in Cosmogirl Indonesia Magazine. This type of code-
switching recognizes a matter of role relation between people who are involved. It shows that they belong to one group.
7. To attract attention
According to Malik 1994, in advertisements in both, written as well as in spoken context, codes-witching is used to attract the attention of the
readerslisteners. Actually, this research deals with the analysis of code-switching in the written context, especially in a magazine. Since the object being observed is
a mass media which contains a lot of information and advertisements, the writer found that there were many code-switching cases which occured in Cosmogirl
Indonesia Magazine of June 2010 edition. This reason had a significant use in the chosen magazine. Since there were
many advertisements in Cosmogirl Indonesia Magazine, it can be drawn up that
51 the use of code-switching aims to attract readers to read information provided. In
addition, in some advertisements, code-switching is used to attract readers not only to read, but also to buy products which were advertized.
From 65 cases found in the magazine, 36 cases were used as the title of information provided. This fact shows that the magazine used English expressions
in order to attract readers to read information provided. Hopefully by using English, the readers can be attracted and have curiosity to read. Here are some
examples of titles which were found in the magazine.
24. Girls’ Day Out p.20, June 2010 edition 25. BITTEN BY CULLEN p.30, June 2010 edition
26. NARCISSM IN FOCUS p.42., June 2010 edition
These utterances are included in attention attraction because they have implicit message, that is to attract readers to read the information provided. In
Example 24, the readers are attracted to read information about activities done by several girls in their leisure time. In example 25, it is an advertisement which was
to promote the new released film “Eclipse”. By reading the title, hopefully the readers are attracted to read information about this advertisement. As a result, they
can be interested in watching the movie in cinema. Meanwhile in example 26, it is also an adverstisement which advertized a camera product. The title aims to attract
readers that they can take their narcissm well by buying the camera. The writer also found several cases which were categorized as attention
attraction which existed in sentences. The examples are as follows.
