the context Myers, 2009. The copywriters should discuss the linguistic elements contain in the advertisements with their production teams whether they are
appropriate or not with the other elements in advertisements. They also need to gain agreement from the clients whether their advertisements can bring the intended image
of the product or services. The language must not cross the boundary of legal regulatory constraints in particular domains. In brief, these skilled professionals
should create an advertisement under the supervision of bureaucrats and combine those regulations in their works Myers 2009.
Leaving aside the regulation constriction, this type of text offers a unique characteristic of language differs from others. Myers 2009 argues that
advertisements do not have special register of their own because they usually adopt various kinds of grammatical features or lexis contained in other genres. He explains
that, in the environment saturated with advertising, they need to make clever use of language to stand out, to engage the readerviewer, to be talked about and recycled in
popular culture. In turns, innovative use of language is constantly foregrounded for the purpose and audience of advertising.
2.4 Identity-Building Strategy
Nowadays, the linguistic choices of many advertisements are prone to convey a particular message to promote the brand or product toward the audience. The
accompanying persuasive aspect is the identity-building implication. Regarding the commercialization of identity, it is very important to understand the term ―identity‖.
Machin and van Leeuwen 2007 present the explanation of what identity is regarding the global media. They state that identity is the fundamental essence of who someone
is. It relates to the perspective on the way someone defines his or herself in the community. The markers of identity are varied, from age, nationality, job and income
to social class and psychological aspects, such as free, fun, independent and loving individual. These traits are salient to prove and acknowledge the existence of
someone in the world. The global media, in this case is advertisements, have included identity notion
in their marketing strategies. They typically orient the additional prominent benefits of the products toward various enticing modern lifestyles and identity indicating
identity crisis phenomenon in contemporary society Goatly, 2000. In response, the consumers are being led to chase the temporary perfect identity provoked by the
advertisements by purchasing and using the products. Thus, identity has become accompanying merchandise promoted in the commercial discourse.
Intriguingly, the identity promoted in the advertisements can be categorized as superficial identity. Machin and van Leeuwen 2007 remark the uniqueness by
stating that the consumers’ identity is defined based on the lifestyle they indulge in, namely clusters of behaviours, attitudes, and consumption patterns of the prospective
buyers . They include this type of identity as ‗lifestyle’ identity in which it relies
heavily on the reflection of the attitudes, values and preferences in appearances, namely dress, accessories, gadgets, and so on. Therefore, the promoted products are
becoming the markers of identity in contemporary society. In order to enhance this lifestyle identity, there are various techniques
employed by the creators. One of them is English utilization in the message of the advertisement. English is not only considered as a global language in the advertising
domain, but it is also acknowledged as a powerful tool to provoke certain images of the products Bhatia, 2006. Bhatia 2006 remarks this identity implication by
emphasizing that English possesses influencing psycholinguistics behemoth in the non-Anglophone countries. This essential role is proven from its immense
employment in product and brand information message contained in the advertisement.
2.5 Discourse Analysis
