Institutional Repository | Satya Wacana Christian University: Students’ Attitude Toward the Use of Code Switching in Advertisement

Students’ Attitude toward the Use of Code Switching in Advertisement
Christa Adventin Forgaliana
Satya Wacana Christian University

Abstract
English has become a global and important language in the world that is used by many
aspects such as education, news, business, science, communication, music, and movie, including
in advertisement. Moreover, the English language becomes one of the newest strategies from
advertisements’ copywriter to grab viewers’ attention by using code switching within it. This
study aimed to find out the students’ attitude toward the use of code switching in advertisement.
14 participants from SWCU were selected using a convenience sampling technique. The
participants were interviewed to elicit the data. The results of the study were discussed in three
parts: 1) The students’ feeling towards the use of code switching (English) in advertisement , 2)
The students’ behavior towards the use of code switching (English) in advertisement, 3) The
important of bilingual use in advertisement. The study found that the students showed positive
attitude toward the use of code switching in advertisements. From three components suggested
by Brecler (1984) such as affective, cognitive and conative, most of the students showed positive
attitude through the answering of some questions. The results found that almost all participants
like bilingual advertisements and elicit positive behavior because of the usefulness of bilingual
advertisements in the progress of learning English.

Keywords: code switching, bilingual, students’ attitude