CODE-SWITCHING AND CODE-MIXING ON PERSUASION IN INDONESIAN TELEVISION ADVERTISEMENTS

Abstract

Bilingualism and multilingualism have been a popular topic to discuss recently. Two the examples of the phenomenon are code-switching and code-mixing. This research is aimed to describe the usage of code-switching and code-mixing in Indonesian television advertisements. Further, it also investigates the factors affecting the code-switching and code-mixing in the area. The research used descriptive qualitative method. The data collection was done by recording television advertisements focusing on English-Indonesian advertisements taking place from 6 May until 14 May 2017. The techniques of analyzing data were the interactive analysis that consisted of four steps, namely data collection, data reduction, data analysis, and verification or drawing the conclusion. The result of the study showed that there were 80 data consisting of 42 code-switching and 38 code-mixing. From the data, inter-sentential code-switching and intra-lexical mixing were commonly used in the advertisements. The most products using code-switching and code-mixing were from cosmetics, medicines, and hygiene stuff group. The factors affecting the usage of codeswitching and code-mixing were language facility, language economy, euphemism/communication distance, stylistic purposes in communication, and expression of multiple identities. The study concludes that code-switching and code-mixing are highly used in Indonesian television advertisements. It shows that bilingualism and multilingualism have been accepted in Indonesian people’s daily lives.