4 often employ English language without paying attention to the grammatical rules.
The researcher is interested in the existence of these features and special language within the advertisement.
Therefore, this research is going to analyze the advertising language in the advertisements published in The Jakarta Post issued
on April 11, 2010 - April 17, 2010. The research is intended to see the variation of English language use in print advertising.
B. Problem Formulation
There are two problems that are going to be discussed in this research. The problems are formulated as follows.
1. How is the English language used in the advertisements in The Jakarta Post?
2. What are the possible reasons for the use of such language in the
advertisements in The Jakarta Post?
C. Problem Limitation
This research is going to analyze the English language that is used in the advertisements taken from The Jakarta Post. The sample advertisements were
taken from the editions issued on April 11, 2010 - April 17, 2010. The advertisements taken as the samples are the ones with certain size which are
published in the advertisements pages in The Jakarta Post named Clads. They are 2 columns x 100 mm advertisements about 105 mm x 100 mm in size. The
advertisements possess the size that allows people to pay more attention to the advertisements. The bigger the advertisements, the more people will notice them.
5 Thus, the elements used to create these advertisements should be able to catch the
attention of the readers both visually and verbally. In this research, the discussion is limited only to the English language used and the possible reasons of the
language use in the advertisements taken as the data.
D. Research Objectives
The objectives of the research are to answer the questions stated in the problem formulation. This study aims to:
1. analyze the language use in the advertisements in The Jakarta Post
2. identify the possible reasons for the language use in the advertisements in The
Jakarta Post
E. Research Benefits
The benefits of this research are specified for two groups; they are English language learners and the other researchers of English language. The benefits for
English language learners are formulated as follows. 1.
The learners of English will have the broader knowledge of the advertising language and perceive it as the language phenomenon happens in the society.
2. The learners will be able to use appropriate language in certain situation. If
they want to make an advertisement, they know how to use the English language into it.
6 The benefit for other researchers of English language is that the research
could be the reference to conduct similar research and the source for reading and broadening the view about English language especially in the linguistics fields.
F. Definitions of Terms
