PERCEPTIONS OF CUSTOMERS OF ASTRA HONDA
SILIWANGI SEMARANG TOWARD THE USE OF ENGLISH
LANGUAGE IN HONDA MOTOR’S ADVERTISEMENTS FOUND
IN SUARA MERDEKA NEWSPAPERS
THESIS
Submitted in Partial Fulfillment
of the Requirements for the Degree of
Sarjana Pendidikan
Florentina Melisa Sutowidjojo
112011004
ENGLISH TEACHER EDUCATION PROGRAM
FACULTY OF LANGUAGE AND LITERATURE
SATYA WACANA CHRISTIAN UNIVERSITY
SALATIGA
2015
i
PERCEPTIONS OF CUSTOMERS OF ASTRA HONDA
SILIWANGI SEMARANG TOWARD THE USE OF ENGLISH
LANGUAGE IN HONDA MOTOR’S ADVERTISEMENTS FOUND
IN SUARA MERDEKA NEWSPAPERS
THESIS
Submitted in Partial Fulfillment
of the Requirements for the Degree of
Sarjana Pendidikan
Florentina Melisa Sutowidjojo
112011004
ENGLISH TEACHER EDUCATION PROGRAM
FACULTY OF LANGUAGE AND LITERATURE
SATYA WACANA CHRISTIAN UNIVERSITY
SALATIGA
2015
ii
PERCEPTIONS OF CUSTOMERS OF ASTRA HONDA
SILIWANGI SEMARANG TOWARD THE USE OF ENGLISH
LANGUAGE IN HONDA MOTOR’S ADVERTISEMENTS FOUND
IN SUARA MERDEKA NEWSPAPERS
THESIS
Submitted in Partial Fulfillment
of the Requirements for the Degree of
Sarjana Pendidikan
Florentina Melisa Sutowidjojo
112011004
Approved by:
E. Titik Murtisari, S.Pd., M.TransStud, PhD Neny Isharyanti, M.A
Supervisor Examiner
iii
COPYRIGHT STATEMENT
This thesis contains no such material as has been submitted for examination in any
course or accepted for the fulfillment of any degree or diploma in any university. To
the best my knowledge and my belief, this contains no material previously published
or written by any other person expect where due references is made in the text.
Copyright@2015. Florentina Melisa Sutowidjojo and E. Titik Murtisari, S.Pd.,
M.TransStud, PhD
All right reserved. No part of this thesis may be produced by any means without
permission of at least one of the copyright owner or the English Department, Faculty
of Language and Literature, Satya Wacana Christian University, Salatiga
Florentina Melisa Sutowidjojo
iv
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community, I verify that:
Name : Florentina Melisa Sutowidjojo
Student ID Number : 112011004
Study Program : Language and Literature
Kind of Work : Undergraduate Thesis
In developing my knowledge, I agree to provide SWCU with non-exclusive royalty
free right for my intellectual property and the contents therein entitled:
Perceptions of Customers of Astra Honda Siliwangi Semarang toward the use of
English language in Honda Motor’s Advertisements Found in Suara Merdeka
Newspapers
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Made in : Salatiga
Date :
Verified by signee,
Florentina Melisa Sutowidjojo
Approved by:
Thesis Supervisor Thesis Examiner
E. Titik Murtisari, S.Pd., M.TransStud, PhD Neny Isharyanti, M.A
v
TABLE OF CONTENT
Inside Cover Page ........................................................................................................... i
Approval Page ................................................................................................................ ii
Approval Statement ..................................................................................................... iii
Publication Agreement Declaration .............................................................................. iv
Table of Content ............................................................................................................ v
List of Table ................................................................................................................. vii
List of Figures ............................................................................................................ viii
Abstract .......................................................................................................................... 1
A. INTRODUCTION .................................................................................................. 1
1.Statement of the Problem .................................................................................... 2
2.Research Question ............................................................................................... 2
3.Significance of the Study ..................................................................................... 3
B. LITERATURE REVIEW ....................................................................................... 3
1. Definition of Advertisement ............................................................................. 4
2. Functions of Advertisement .............................................................................. 4
3. Parts of Advertisement ...................................................................................... 5
4. The Language of Advertising ........................................................................... 6
5. The Use of English Language in Advertisements............................................. 7
6. Code Mixing and Code Switching .................................................................... 8
7. Perception ......................................................................................................... 9
8. Suara Merdeka Newspaper ............................................................................. 10
9. Honda Motor ................................................................................................... 10
10. Astra Honda Siliwangi Semarang ................................................................. 11
C. THE STUDY ........................................................................................................ 11
1. Type of Research ............................................................................................ 11
2. Context of the Study ....................................................................................... 12
3. Participants ...................................................................................................... 12
4. Instrumentation ............................................................................................... 13
5. Data Analysis .................................................................................................. 14
vi
D. FINDINGS AND DISCUSSION ......................................................................... 14
1. Participants‟ Perceptions toward the Use of English Language in Honda
motor‟s Advertisements ................................................................................... 15
2. Participants‟ Perceptions toward Negative Issues Related to the Use of
English Language in Indonesia Advertisements as Commonly Practiced in the
Media ............................................................................................................... 19
3. Participants‟ Perceptions toward Positive Issues Related to the Use of
English Language in Indonesia Advertisements as Commonly Practiced in the
Media ............................................................................................................... 21
4. Participants‟ Perceptions toward English Language.................................... 27
E. CONCLUSION ....................................................................................................... 31
F. ACKNOWLEDGEMENT ....................................................................................... 34
G. REFERENCES........................................................................................................ 35
H. APPENDIX ............................................................................................................. 38
vii
LIST OF TABLE
Table 1. Case Processing Summary ............................................................................ 23
Table 2. Descriptives ................................................................................................... 23
Table 3. Tests of Normality ......................................................................................... 24
Table 4. Frequency Table of Question 1-6 .................................................................. 25
Table 5. Frequency Table of Question 7-10 ................................................................ 25
Table 6. The Result of Spearman Correlation Test ..................................................... 26
viii
LIST OF FIGURES
Figure 1. Participants’ Perceptions based on the Two Functions of Advertisement
..............................................................................................................………………15
Figure 2. Participants’ Perceptions toward Negative Issues Related to the Use of
English language in Indonesia Advertisements as Commonly Practiced in the Media
......................................................................................................................................20
Figure 3. Participants’ Perceptions toward Positive Issues Related to the Use of
English language in Indonesia Advertisements as Commonly Practiced in the Media
......................................................................................................................................21
Figure 4. Participants’ Perceptions toward English Language .................................28
1
PERCEPTIONS OF CUSTOMERS OF ASTRA HONDA SILIWANGI
SEMARANG TOWARD THE USE OF ENGLISH LANGUAGE IN HONDA
MOTOR’S ADVERTISEMENTS FOUND IN SUARA MERDEKA
NEWSPAPERS
Florentina Melisa Sutowidjojo
Abstract
Nowadays, many companies offer their products and services through many
kinds of fascinating advertisements, trying to persuade readers through the form and
the language they used. The researcher found many advertisements in Indonesia mass
media used English language, although English language is still considered as a
foreign language. This phenomenon made the researcher wanted to find out about
readers‟ perceptions toward such use of English. There have been some studies about
the use of English language in advertisements, but mostly done on magazines. With
this in mind, a different context has been selected for this study, i.e. on Honda
Motor‟s advertisements found in Suara Merdeka newspapers. Then, the researcher
also used questionnaires to know about customers‟ perceptions. The findings of this
study show that the customers tended to be positive toward the use of English
language in Indonesia advertisements.
Keywords: advertisement, English language, perception, Suara Merdeka newspaper,
Honda Motor.
A. INTRODUCTION
Nowadays, many companies offer their products and services through many
kinds of fascinating advertisements. It makes people easily find advertisements in
their daily life. It is supported by Cook (1992) who stated that “Advertising is not
some external curiosity which we examine, from which we are separate and superior,
but something of which we are part, and which is part of us.”(p. 182). People can find
many kinds of advertisements in newspapers, magazines, tabloids, billboards,
televisions, radios, films and internet, even in public transportations. There are many
advertisements which try to persuade their readers through the form and the language
they use.
2
1. Statement of the Problem
In recent times, many advertisements in Indonesia mass media use English
language, instead of Indonesian. Piller (2003) claimed a language which is most
repeatedly used in advertisements in non-English speaking countries is English
language (p. 175). There are some advertisements in Indonesia using English
language on the entire text and/or mix it with Indonesian language, although English
language is still considered as a foreign language. This phenomenon made the
researcher wanted to find out about readers‟ perceptions toward such use of English.
The investigation however will focus on code mixing, which is the mixing of
language within the sentence level. Further, the main concern in this study is in how
advertisements which use English language appeal to the readers and give information
to them.
2. Research Question
In this study, the researcher aims to find out the perceptions of customers of Astra
Honda Siliwangi Semarang toward the use of English language in Honda motor‟s
advertisements found in Suara Merdeka newspapers. It would be based on the two
functions of advertisement: how it appeals to the readers and gives information to
them. Therefore, the research question of this study is:
What are perceptions of customers of Astra Honda Siliwangi Semarang on the
use of English language in Honda motor‟s advertisements found in Suara
Merdeka newspapers?
3
3. Significance of the Study
Some studies about the use of English language in advertisements have been
done. One of them is Gerritsen, Nickerson, Hooft, Meurs, Nederstigt, Starren and
Crijns (2007) who did the study in some countries in Europe in which English is the
second language of those countries. The result of the study is the high percentage of
advertisements using English language in the Elle magazine in five countries in
Europe. This study stimulated the researcher do a similar study, but in a different
context.
The researcher hoped that the findings of this study can enrich readers‟
knowledge, especially the advertisers about how English language can fulfill those
two functions of advertisement based on the customers‟ perceptions. It can give
references for advertisers on the choice of language(s) for their advertisements.
Besides, it can also give information about the customers‟ perceptions toward some
issues related to the use of English language in Indonesia advertisements as
commonly practiced in the media and also their perceptions about English language
itself.
B. LITERATURE REVIEW
This literature review discusses some relevant theories and studies on the
scope of the use of English language in advertisement to know deeply about the
theoretical framework of this study.
4
1. Definition of Advertisement
There are some experts who define the term of advertisement and their
definitions are either similar or different, but they complete each other. The first
definition comes from Belch and Belch (2004). They defined advertising as a form to
promote products or services which is frequently used because it is noticeable (p.16).
From this definition, we can see that an advertisement is a tool that can help a
company to promote their products or services since it can grasp people‟s attention.
The second definition comes from Kannan and Tyagi (2013) who stated, “…,
advertising is the art of influencing human action and awakening of a desire to
possess products and services.” (p.10). This second definition tells us clearly that an
advertisement is an art to persuade people to buy certain products and services. It
helps companies to sell their products or services. From these two definitions, it can
be concluded that advertisement can be one of the best tools to persuade many people
to buy products and services. An advertisement may determine the success to the
products or services advertised. However, there are some aspects which an
advertisement must have to be a successful advertisement. One of them is about the
language.
2. Functions of Advertisement
Some functions of advertisement according to Bovee and Arens (1986, p.89)
are:
5
1. Giving consumers the ability to recognize the product and distinguish it from
other products.
2. Delivering information about the characteristics, features, and how to gain the
products.
3. Persuading consumers to buy new products and rebuy the products.
4. Encouraging the circulation of products.
5. Raising the consumers‟ frequency of using the products.
6. Making consumers become loyal with a certain brand.
Those functions of advertisement show that an advertisement can be one of the
factors which support the success of products or services advertised. By using suitable
form and language, advertisements may persuade many people to buy that product or
service. In the current study, the researcher has narrowed the scope by only paying
attention to the second and the third function of advertisement. The second function is
in delivering information about the products (give information to readers) and the
third function is in persuading consumers to buy the products (how it appeals to
readers). These two functions were chosen because those were believed by the
researcher as the most important functions of advertisement.
3. Parts of Advertisement
Advertisement contains of some parts which complete each other to be able to
fulfill the functions of advertisement. There are headline, body copy, slogan, standing
detail and product name. Belch and Belch (2004) defined headline as the part which
6
people will read it first in an advertisement (p. 283). They also added that a headline
should be able to attract people‟s attention to read the whole message in an
advertisement. This definition shows that a headline is one of the important parts of
advertisement which can determine whether people want to read the advertisement or
not. Then, Leech (1966) defined body copy as the central part of an advertisement (p.
59). Belch and Belch (2004) also supported this by saying that “…body copy is
usually the heart of advertising message…” (p. 285). These definitions explain that
the main message which the advertisement wants to deliver is located in the body
copy. The other part of advertisement is slogan. Cook (1992) defined slogan as “a
short phrase or clause regularly accompanying the name of the product” (p. 231). As
to standing detail, Gerritsen et al (2007) defined it as one of the advertisement parts
which gives information about how to buy the product advertised, such as website
URL, e-mail address, retailer‟s location and telephone or fax number (p. 300). Then,
Gerritsen et al also defined product name as the brand name or brand name combined
with another name which is raised in an advertisement.
4. The Language of Advertising
Language is an important instrument for people to have communication with
others efficiently (Kannan and Tyagi, 2013). Therefore, language plays an important
role in advertising. This was supported by Wells, Burnett and Moriarty (1995), “Good
ads work on two levels: They engage the mind of consumer and at the same time
deliver a selling message.” (p. 6). Language becomes important because it determines
how an advertisement can deliver a selling message to the readers. This was also
supported by Kannan and Tyagi (2013, p. 3). They stated that the form of an
7
advertisement can attract customers, but the language of an advertisement makes
customers able to recognize a product and distinguish it from others. It means that
advertisers may use catchy word(s) or phrase(s) to make people know that the word(s)
or phrase(s) are absolutely related with these products or services. It may build
people‟s awareness toward the products or services through the advertisements that
may increase the selling rate. It is also supported by Geis (1982), Goddard (1998),
Han (1991), Vestegaard and Schroder (1985) and Zhang (2001), who stated that
language plays an important role to influence readers to buy the products or services
advertised. Because of that, the use of suitable language may give much contribution
to the success of an advertisement.
5. The Use of English Language in Advertisements
Gerritsen et al conducted the study on the use of English language in five
countries in Europe. The result of their study shows a high percentage of the use of
English language in product advertisements in countries which English is not their
first language. Further, a previous study by Piller (2001) indicated a similar result,
although they had different contexts in their research. Piller claimed that 60 until 70
percent of advertisements in Germany used English language. These studies have
demonstrated the frequent use of English in advertisements in non-English-speaking
countries.
The above research findings relate to the perceptions of people toward English
language. Alm (2003), Bhatia (1992, 2001), Kelly-Holmes (2005), and Piller (2001)
claimed that English language is very close with globalism, modernity, and prestige.
It means that English brings prestige because it shows the modernity of someone in
8
this globalization era. People do not think whether they really understand it or not.
This is supported by Piller (2001), who pointed out that “even if the audience does not
understand the denotational message of the English […] they will recognize that the
message in English, and they will activate their stereotypes about English.”(p. 163).
Those aspects may become one reason of advertisers to use English language,
rather than local language. It also happens in Indonesia. Many advertisements use
English language or mix it with Indonesian. Nerghes (2011) claimed that many
advertisers in Indonesia use English language purposefully in their advertisements
because English language is associated with values such as youth, prestige and
modernity. These can help an advertisement to catch people attention, especially if the
products or services are related with modern people life style. Chukueggu (2010) also
supported that many Indonesians have the same perceptions toward the use of English
language in daily life since English language has a high value in Indonesia. The
values of English language in Indonesia are the main reason of why many advertisers
tend to use English language or mix it with Indonesian in advertisements.
6. Code Mixing and Code Switching
Currently, many advertisements in Indonesia tend to use English language.
Some advertisers seem to believe that English language can support the success of
advertisements. Even some of them use English and Indonesian language at the same
time in the same advertisement. They try to attract readers by switching or mixing the
language they use in advertisements. This phenomenon is called code switching or
code mixing. Many advertisers tend to use these linguistic creativity phenomena as
their strategies to attract more customers. Because of that, the definition of code
9
switching and code mixing is needed in this study. The definition of code-switching
by Poplack (1980) is “the alternation of two languages within a single discourse,
sentence or constituent” (p. 583). Then, how to differentiate code switching and code
mixing? According to Obiamalu and Mbagwu (2008), “Code-switching refers to the
alternate use of sentences from two languages in a single discourse, while code-
mixing refers to the alternate use of constituents from two languages within a
sentence”(p. 27). From these two definitions, we can see clearly how code-switching
and code-mixing work differently. For example, the writer of this sentences “My
mother is a great mom for me. Ibu selalu menyayangiku sepenuh hati” switches the
code from English (first sentence) to Indonesian (second sentence). In these
sentences, we can see that the writer does code-switching. This is very different with
this sentence “Saya ke Mangga Dua yesterday, shopping banyak baju.”. The writer
mixes English and Indonesian language in one sentence. It means that the writer does
code-mixing.
7. Perception
Since perception becomes the basis of this study, it is important to know
further about what perception is and how it differs from attitude or behavior. Belch
and Belch (2004) stated that perception is “the process by which an individual
receives, selects, organizes, and interprets information to create meaningful picture of
world.” (p. 119). From this definition, we can know that perception is a process which
involves only an individual. Each individual will have different perception because
each individual has their own principles, beliefs, needs and expectations. Blake and
Sekuler (2006) also added that perception is the result of a process of human sense to
10
see, hear, taste, smell or feel all things around them (p. 515). It means that perception
is a situation where people give response(s) toward what he or she sees, hears, tastes,
smells and feels. From these two definitions, it can be concluded that perception is
individual response(s) in form of opinion toward something happened around them. It
is very different from attitude or behavior. Pickens (2005) stated that attitude involves
actions toward what people feel. Thus, perceptions in the present study only include
readers‟ responses in the form of their opinions toward the use of English language in
Indonesia advertisements. It is important to know Indonesian readers‟ perceptions
toward it because readers‟ perceptions determine the success of advertisements. It is
supported by Belch and Belch (2004) who stated that perception is one of the factors
that can influence consumers in making decision (p. 139). Therefore, readers‟
perceptions on the use of English language in Indonesia advertisements become the
result of this study.
8. Suara Merdeka Newspaper
Suara Merdeka newspaper is a well-known daily newspaper which is
distributed in Central Java area. This newspaper broadcasts updated news which
happen in Indonesia, especially in Central Java. The target reader of this newspaper is
citizens of Central Java who has middle to high level of economy. The number of
total printing is around 150,000 copies per day.
9. Honda Motor
Honda motor is originally from Japan and it was founded since 1946. It is one
of the famous brands of motor in Indonesia. Honda motor in Indonesia has produced
11
many kinds of motor to fulfill customers‟ desires since the demand of motorcycle in
Indonesia is quite high. The number of sales in the year of 2014 in Indonesia is
around 5 million Honda motors.
10. Astra Honda Siliwangi Semarang
Astra Honda Siliwangi Semarang is one of the big dealers of Honda motor in
Semarang. It is located at jalan Jendral Sudirman 320 B. In addition, Astra Honda
Silwangi Semarang also provides a service center and sells spare parts to give the best
service for their customers. The number of customers is around 35 customers per day.
C. THE STUDY
1. Type of Research
This current study used descriptive study. According to Bickman and Roy
(1998), a descriptive study is one type of research which data is collected without
manipulating the environment. Then, they also added that this type of research can
answer questions such as “what is” or “what was” which is related with the research
question of this study.
The researcher used mixed methods in this study, qualitative and quantitative.
Creswell (2003, p. 179) stated that qualitative procedure based on text and image data.
Therefore, the researcher used Honda Motor‟s advertisements published in Suara
Merdeka newspapers on October and November 2014 to help her in designing the
questionnaire. Then, the researcher also used quantitative research to find out
perceptions of customers of Astra Honda Siliwangi Semarang. Based on Creswell
12
(2003, p. 153), quantitative research is a survey which has a quantitative or numeric
description of trends, attitudes, or opinions of population by studying a sample of the
population. Besides, the researcher also used spearman rho correlation which is
included in non-parametric inferential statistic because the distribution answers in the
results of the questionnaire are not normal.
2. Context of the Study
There have been some studies about the use of English language in
advertisements, but mostly done on magazines (Gerritsen et al (2007), Abigail
(2011)). With this in mind, a different context has been selected for this study, i.e. on
Honda Motor‟s advertisements found in Suara Merdeka newspapers, whose target
readers have Indonesian or Javanese language as their first or second language. The
researcher narrowed the scope of the advertisements to Honda Motor‟s advertisements
in order to increase the reliability and validity of the data because the researcher could
identify the target readers of Honda Motor‟s advertisements.
2. Participants
The participants in this study were 100 Honda motor‟s customers because they
are the target readers of Honda motor‟s advertisements. The researcher used
convenience sampling method because not all of customers willing to participate in
fulfilling the questionnaire. Since 100 Honda motor‟s customers are very small
portion of the population, this study is included as a case study. Moreover, the
researcher chose customers of Astra Honda Siliwangi Semarang, which is a big
Honda motor dealer in Semarang as the participants in this study. These people also
13
happened to be the target reader of Honda motor‟s advertisements published in Suara
Merdeka newspapers.
3. Instrumentation
Questionnaire was used by the researcher to gather the data of perceptions of
customers of Astra Honda Motor Siliwangi Semarang on the use of English language
in Honda motor‟s advertisements found in Suara Merdeka newspapers. The researcher
designed a close ended questionnaire which contained of 13 items. The close-ended
type was chosen because this type saves more time and the researcher able to control
the limitation of questionnaire answer. The close-ended questionnaire used a four-
point Likert scale (strongly disagree, disagree, agree and strongly agree) in order to
make the participants to be able to express their perceptions by choosing rating points
on a scale. Based on Likert (1932), in using a Likert scale, the researcher must give
some statements with certain area for participants‟ judgments.
Then, four-point scale was chosen in order to increase the reliability and the
validity of the data. According to Cronbach (1950), this use of an even-number Likert
scale can reduce the possibility of participants in choosing the middle options or
neutral answers because middle options will give ambiguous results. In designing the
questionnaire, the researcher used data which she obtained from Honda Motor‟s
advertisements published in Suara Merdeka newspapers in October and November
2014. Those data were used by the researcher to give some examples in the
questionnaire to make all the participants have same image with the advertisement,
such as “(Contoh: ‘It’s fun to find my scoopy blue!’)”, “(Contoh: “New racing color
& stripe”, “Sporty under cowl”)”. The researcher also gave an open-ended question
14
to find out more about participants‟ opinions toward the use of English language in
Indonesia advertisements. Participants can give their opinions which do not emerge
yet in close-ended questions. Indonesian was used for the questionnaire because
English is a foreign language in Indonesia. Then, the questionnaire was piloted before
administered to the participants.
4. Data Analysis
The data from the participants were analyzed using non-parametric descriptive
statistics, i.e. descriptive statistic and non-parametric inferential statistic.
D. FINDINGS AND DISCUSSION
The questionnaire consists of thirteen questions which can be categorized into
four points. First point (question 1-6) is about participants‟ perceptions toward the use
of English language in Honda motor‟s advertisements. Second and third point are
about participants‟ perceptions toward some issues related to the use of English
language in Indonesia advertisements as commonly practiced in the media. The
second point (question 7 & 8) discusses negative issues and the third point (question 9
& 10) discusses positive issues. Then, fourth point (question 11-13) is about
participants‟ perceptions toward English language. The second until the fourth points
were used by the researcher to find out the participants‟ background reasons toward
the results of the first point.
15
1. Participants’ Perceptions toward the Use of English Language in Honda
motor’s Advertisements
Figure 1 shows the data collected from the questionnaires about participants‟
perceptions on Honda motor‟s advertisements which will be based on the two
functions of advertisement: how it appeals to the readers and gives information to
them.
Figure 1. Participants’ Perceptions based on the Two Functions of Advertisement
1a. Question 1: Perception on how the use of English language can make the
advertisement more interesting
The responses to the first question show that most of the participants (80%)
agreed or strongly agreed that mixing English and Indonesian language in Honda
motor‟s advertisements make the advertisements more interesting. This result is in
line with a previous study about an analysis of Faculty of Letters students‟
perceptions on the use of English language in advertisements in Gogirl! magazines
16
which was held in Soegijapranata Catholic University Semarang with 130 students of
faculty of letters as the participants. This study found 61.5% from the participants
stated agree that the use of English and Indonesian language makes the
advertisements more interesting (Abigail, 2011). This indicates that the use of
English can enhance the appeal of Indonesian advertisements. Moreover, mixing
English and Indonesian language may become one strategy which seem to be able to
evoke readers‟ curiosities, thus they may read the entire of the advertisement. This
result may relate to participants‟ perceptions toward English language itself which the
researcher asked in the last three questions in the questionnaire.
1b. Question 2 - 5: Perception on the use of English language in different parts of the
advertisement
Then, for the second to the fifth question, the participants were asked about
their perceptions toward the use of English language in different parts of Honda
motor‟s advertisement based on the first function of advertisement: how it appeals to
readers. As discussed in the literature review, there are five parts of advertisement:
headline, body copy, slogan, standing detail and product name. However, the
researcher only chose headline, slogan, products‟ name, and body copy to be asked in
the questionnaire because the researcher found that there is not standing detail part in
Honda motor‟s advertisements published in Suara Merdeka newspapers in October
and November 2014. The finding of this study shows that most of the participants
agreed or strongly agreed that the use of English language in different parts of
advertisements make the advertisements more interesting. Tree parts of advertisement
such as product‟s name (94%), slogan (89%) and body copy (88%) have different
numbers in the results, but the different is not too significant. It indicates that the use
17
of English language in these tree parts in an advertisement tend to make the
advertisement more interesting. However, for headline part, there were only 71 % of
the participants agreed or strongly agreed. Hence, the researcher can assume that the
use of English language in product‟s name, slogan and body copy part can attract
more readers to read the advertisements rather than in headline part. Besides that,
these results can support the result of question number one because no matter what
part of advertisement which uses English language, the majority of participants still
agreed that the use of English language in Indonesia advertisements can make
advertisements become more interesting. It means that the advertisements may attract
more readers to read the advertisement.
1c. Question 6: Perception on how the use of English language can make the
advertisements more understandable
Then, in the sixth question, the researcher wanted to know about participants‟
perceptions toward the use of English language based on the second advertisement‟s
function: give information to readers. Based on the result, the majority of participants
(77%) agreed or strongly agreed that Honda motor‟s advertisements are more
understandable, if they mix English and Indonesian language in their advertisements.
In this study, „understandable‟ means that the mix of English and Indonesian language
in advertisements can give clear information which make readers can comprehend the
information which the advertisements want to deliver easier. This result is in line with
the previous study (Abigail, 2011) which found 48.4% of 130 participants agreed with
that statement. The results prove that English language can fulfill function of
18
advertisement in giving information to the readers, although English language is not
their first language.
This is supported by some participants who answered the open-ended
question. As many as 6 participants stated it is OK to use English language in
Indonesia advertisement as long as they use simple and familiar English word(s) or
phrase(s). This is in line with de Mooij (1994) who stated that advertisers should use
simple English “with few words and no colloquialisms…” (p. 205). It has aim to
make all readers can understand those English word(s)/phrase(s) because readers have
different background of education. Therefore, readers can comprehend the
information given in an advertisement. For instance, Honda motor‟s slogan “One
Heart” is very simple and familiar which eases readers to know the meaning of the
phrase.
Besides, there was one participant who answered the open-ended question by
stating that body copy part of Honda motor‟s advertisements need to use English
language since there are some products‟ features which use automotive term. Those
products‟ features when they are translated in Indonesia language instead of English
will be too difficult for readers to comprehend them. This is supported by Takahashi
(1990: 329) and Friedrich (2002: 22) who stated that there are some words and
phrases in English language which cannot be translated to the target language because
they will be longer and more complex in the target language. It means that there is no
equivalent word in Indonesia which can replace terms which are based on English
specific terms. Then, it can be concluded that advertisers should be selective in
mixing English and Indonesian language in their advertisements. It will be better if
19
advertisers do not translate terms which are based on English language in Indonesia
language.
Therefore, the researcher can draw conclusion that advertisers should use
English language in their advertisements to attract more readers, but they should use
simple and familiar English word(s) and/or phrase(s) to make the advertisements
more understandable. Then, advertisers should not translate terms which have English
specific terms in Indonesia language in order to make the advertisements more
understandable for all readers.
2. Participants’ Perceptions toward Negative Issues Related to the Use of English
Language in Indonesia Advertisements as Commonly Practiced in the Media
Figure 2 shows the data collected from the questionnaires about participants‟
perceptions toward negative issues related to the use of English language in Indonesia
advertisements. These issues are known from informal interviews that the researcher
did with some participants before designing the questionnaire.
20
8%10%
52%
64%
33%
24%
7%
2%
0%
10%
20%
30%
40%
50%
60%
70%
Question 7 Question 8
Strongly Disagree Disagree Agree Strongly Agree
Figure 2. Participants’ Perceptions toward Negative Issues Related to the Use of
English language in Indonesia Advertisements as Commonly Practiced in the Media
For the question number seven, the participants were asked about their
perceptions toward the statement that the use of English language in Indonesia
advertisements shows the degradation of nationalism of Indonesian citizens. As it can
be seen from figure 2 above, the result is 60% of the participants disagreed or strongly
disagreed. The result tends to be positive toward the use of English language in
Indonesia advertisement, but it has to be noted that there are 40% of participants,
which is a significant number agreed or strongly agreed with the statement.
The responses to the question number eight show that the majority of
participants (74%) disagreed or strongly disagreed that the use of English language in
Indonesia advertisements can threaten the existence of Indonesian language itself.
This result supports the result of question number seven. Then, it can be concluded
21
that most of the participants did not believe that English language can give negative
aspect to Indonesia, especially to the Indonesian language.
3. Participants’ Perceptions toward Positive Issues Related to the Use of English
Language in Indonesia Advertisements as Commonly Practiced in the Media
1% 2%
10%13%
71%
62%
18%23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Question 9 Question 10
Strongly Disagree Disagree Agree Strongly Agree
Figure 3. Participants’ Perceptions toward Positive Issues Related to the Use of
English language in Indonesia Advertisements as Commonly Practiced in the Media
As shown in figure 3, most of the participants (89%) agreed or strongly agreed
toward a statement that the use of English language in Indonesia advertisements is a
form of creativity from advertisers. Here the participants may see the use of English
language as a strategy in the use of language. Unique language which advertisers use
in an advertisement can attract more readers to read the advertisement. This is
supported by Kannan and Tyagi (2013) who stated that the form of an advertisement
can attract customers, but the language of an advertisement makes customers able to
recognize a product and distinguish it from others (p. 3). Hence, advertisers can be
22
creative in language by mixing native/local with international language which often
attracts people to read. Mixing English with Indonesian language seem to be able to
evoke readers‟ curiosities because they may want to find out the meaning. As a result,
readers may be more easily attracted and they will read the entire of the advertisement
to fulfill their curiosities. These curiosities may encourage readers want to know more
about the products advertised. Besides that, the unique languages used in
advertisements may also build people‟s awareness toward the products or services
advertised.
Then, for the question number ten, as many as 85% of the participants agreed
or strongly agreed that the use of English language in Indonesia advertisements can
help them in learning English language. It shows that the participants already realize
that English language is important in this world of globalization since this language is
a global language that can help them to improve the quality of their life. There were 4
participants who answered the open-ended question by stating that the use of English
language mixed with Indonesian language is good because they can also learn English
language and it can enrich their English vocabulary. Further research is necessary to
find out some strategies of advertisements‟ readers in learning English language
through the media of advertisement.
To better understand the issue, the researcher also examined if there is any
correlation between the results of question 1-6 with the results of question 7-10. The
researcher did the analysis by using the statistical program SPSS 19. In this study, the
researcher used spearmen correlation which is included as non-parametric test. It is
due to the result of the test of normality below.
23
Case Processing Summary
100 100.0% 0 .0% 100 100.0%
100 100.0% 0 .0% 100 100.0%
Question 1-6
Question 7-10
N Percent N Percent N Percent
Valid Missing Total
Cases
Table 1. Case Processing Summary
Descriptives
18.2000 .23656
17.7306
18.6694
18.2111
18.0000
5.596
2.36558
12.00
24.00
12.00
3.00
-.216 .241
.402 .478
11.5500 .18661
11.1797
11.9203
11.5444
12.0000
3.482
1.86610
7.00
16.00
9.00
2.00
-.023 .241
.040 .478
Mean
Lower Bound
Upper Bound
95% Conf idence
Interv al for Mean
5% Trimmed Mean
Median
Variance
Std. Dev iat ion
Minimum
Maximum
Range
Interquart ile Range
Skewness
Kurtosis
Mean
Lower Bound
Upper Bound
95% Conf idence
Interv al for Mean
5% Trimmed Mean
Median
Variance
Std. Dev iat ion
Minimum
Maximum
Range
Interquart ile Range
Skewness
Kurtosis
Question 1-6
Question 7-10
Stat istic Std. Error
Table 2. Descriptives
24
Tests of Normali ty
.156 100 .000 .970 100 .021
.175 100 .000 .956 100 .002
Question 1-6
Question 7-10
Stat istic df Sig. Stat istic df Sig.
Kolmogorov-Smirnova
Shapiro-Wilk
Lillief ors Signif icance Correct iona.
Table 3. Tests of Normality
Based on the results of test of normality (Kolmogorov-Smirnov) above, it can
be seen that the results of question 1-6 and also the results of question 7-10 are not
distributed normally. The researcher used Kolmogorov-Smirnov because the total of
sampling in this study is above 50. To determine whether the result is normal, the
significant value of the test should have more than 0.05. Then, we can see from the
table 3 above that the results of the test have less than 0.05. It means that the results of
question 1-6 and the results of question 7-10 are not distributed normally.
25
Frequency Table
Question 1-6
2 2.0 2.0 2.0
1 1.0 1.0 3.0
4 4.0 4.0 7.0
7 7.0 7.0 14.0
8 8.0 8.0 22.0
9 9.0 9.0 31.0
22 22.0 22.0 53.0
20 20.0 20.0 73.0
14 14.0 14.0 87.0
7 7.0 7.0 94.0
2 2.0 2.0 96.0
2 2.0 2.0 98.0
2 2.0 2.0 100.0
100 100.0 100.0
12.00
13.00
14.00
15.00
16.00
17.00
18.00
19.00
20.00
21.00
22.00
23.00
24.00
Total
Valid
Frequency Percent Valid Percent
Cumulat iv e
Percent
Table 4. Frequency Table of Question 1-6
Question 7-10
1 1.0 1.0 1.0
6 6.0 6.0 7.0
7 7.0 7.0 14.0
13 13.0 13.0 27.0
15 15.0 15.0 42.0
35 35.0 35.0 77.0
9 9.0 9.0 86.0
7 7.0 7.0 93.0
5 5.0 5.0 98.0
2 2.0 2.0 100.0
100 100.0 100.0
7.00
8.00
9.00
10.00
11.00
12.00
13.00
14.00
15.00
16.00
Total
ValidFrequency Percent Valid Percent
Cumulat iv e
Percent
Table 5. Frequency Table of Question 7-10
From the two tabels above, we can see the scores of the results of question 1-6
and the results of question 7-10. Some scores in question 1-6 (Table 4), such as score
18, 19, 20 have higher frequency rather than the other scores. In question 7-10 (Table
26
5), the score 10, 11, 12 also have higher frequency rather than the other scores. This
frequency tables can be used as the evidence that the results of question 1-6 and the
results of question 7-10 are not distributed normally. Because of that, the researcher
should use non-parametric statistics in which there are two options: spearman‟s
correlation coefficient and kendall‟s correlation coefficient to check the correlation
between the results of question 1-6 with the results of question 7-10. In this study, the
researcher used spearman correlation test, rather than Kendall‟s because the total of
the participants is quite big (more than 30 participants). This is in line with Field
(2005) who stated that Kendall‟s correlation coefficient is “like Spearman‟s but
probably better for small samples.” (pg. 186). Moreover, spearman's rank correlation
coefficient is the more widely used rank correlation coefficient.
Correlations
1.000 .533**
. .000
100 100
.533** 1.000
.000 .
100 100
Correlation Coef f icient
Sig. (2-tailed)
N
Correlation Coef f icient
Sig. (2-tailed)
N
Question 1-6
Question 7-10
Spearman's rho
Question 1-6 Question 7-10
Correlation is signif icant at the 0.05 level (2-tailed).**.
Table 6. The Result of Spearman Correlation Test
Based on Field (2005), spearman correlation is included in bivariate
correlation coefficients, a correlation between two variables. In this study, the first
variable is the results of question 1-6 and the second is the results of question 7-10.
Moreover, a two-tailed test was used because the researcher cannot estimate the
nature of the relationship. The significant value for this correlation coefficient is less
27
than .05. It can be concluded that the results of question 1-6 and question 7-10 have
significant relationship. It means that respondents who favoured toward the use of
English language in Indonesia advertisements (question 1-6) normally did not believe
in the negative issues (question 7 & 8), but agreed or strongly agreed toward the
positive issues (question 9 & 10). Based on these results, the researcher assume that
the results of question 7-10 can become the background reasons of why participants
tend to be positive toward the use of English language in Indonesia advertisements
(the results of question 1-6).
4. Participants’ Perceptions toward English Language
Figure 4 shows the data collected from the questionnaires about participants‟
perceptions toward English language itself. English language is neither a first language
nor an official state language in Indonesia, but many Indonesians often use it and/or
mix it with Indonesian language, especially in Indonesian advertisements. Thus, the
researcher also wanted to find out about participants‟ perceptions about English
language.
28
Figure 4. Participants’ Perceptions toward English Language
4a. Question 11: Perception on How the Use of English language in Indonesia
advertisements can give More Prestige to the Advertised Products
For the three last questions (question 11-13), the researcher wanted to find out
about participants‟ perceptions toward English language. According to Alm (2003),
Bhatia (1992, 2001), Kelly-Holmes (2005), and Piller (2001), English language
relates to globalism, modernity and prestige. It means that English language can give
more prestige because it shows the modernity of someone in this globalization era.
That is in line with the result of question number eleven. The majority of participants
(85%) agreed or strongly agreed that the use of English language in Honda motor‟s
advertisements is aimed to give more prestige to the product advertised. Therefore,
this result supports the results of question 1-6 about participants‟ perceptions toward
the use of English language in Honda motor‟s advertisements which based on the two
functions of advertisement. People agreed that the use of English language can make
29
an advertisement become more interesting because English language can bring more
prestige to products advertised and to the people who use them.
4b. Question 12: Perception on How the Use of English language in Indonesia
advertisements can improve the Image of the Advertised Products
Next the twelfth question asked the participants‟ perceptions if the use of
English language in Honda motor‟s advertisements was aimed to show that the
advertised product has sophisticated technology. From the total participants, there are
75% of the participants who stated „agree‟ or „strongly agree‟. Then, the researcher
can assume that English language has high value to improve image of products
advertised. Moreover, based on two participants who answered the open-ended
question, the use of English language can also show to the readers that the advertised
product internationally recognized and has international standard quality. However,
because of limited source in this study, further research is needed.
4c. Question 13: Perception on How the Use of English language in Indonesia
advertisements can give Modern Image to the Advertised Products
The last question (the question number 13) asked participants‟ perceptions if
the use of English language in Honda motor‟s advertisements was meant to give
modern image to the product. The result is 88% of the participants agreed or strongly
agreed. It shows us that English language can be used to advertise a product
associated with modernity. It is supported by Martin (2002; 2006: 164), Alm (2003),
Piller (2003;175), Kelly Holmes (2000; 2005: 104), Ustinova and Bhatia (2005), and
30
Lee (2006) who stated that English language is used in global advertisement because
this language has connection with the modernity.
From the above results, it may be concluded that the majority of participants
already have good or positive perceptions toward English language. This is in line
with Chukueggu (2010) who stated that many Indonesians have same thought in
tolerating the use of English language in daily life since English language has high
value in Indonesia. Therefore, they also have good or positive perceptions toward the
use of English language in Indonesia advertisements. Prestige, value and modern
aspect which English language brings may help an advertisement in fulfilling their
functions.
31
E. CONCLUSION
This research was aimed to find out about perceptions of customers of Astra
Honda Siliwangi Semarang toward the use of English language in Honda motor‟s
advertisements found in Suara Merdeka newspapers.
The first finding of this study showed that English language could help
advertisements in fulfilling its functions: how it appeals to readers and also gives
information to them. Most of the participants agreed that the use of English language
mixed with Indonesian language in any different parts of Honda motor‟s
advertisements can make the advertisements more interesting. Based on the results,
product‟s name, slogan and body copy were the most attractive parts in an
advertisement which uses English language which can attract people to read the whole
advertisement. Moreover, the majority of participants believed that the use of English
language mixed with Indonesian language in an Indonesia advertisement could make
the advertisement more understandable.
Second finding is about customers‟ perceptions toward negative issues related
to the use of English language in Indonesia advertisements as commonly practiced in
the media. Almost half of participants did not believe that the use of English language
in Indonesia shows the degradation of nationalism of Indonesian citizen. Then, most
of customers also disagreed or strongly disagreed that the use of English language in
Indonesia advertisements can threat the existence of Indonesian language.
The third one is about participants‟ perceptions toward the positive issues. The
majority of participants favoured that the use of English language in Indonesia
32
advertisements is a form of creativity from advertisers. The advertisers can be creative
in making an advertisement, not only in the design, but also in the language which
they use. Moreover, most of the participants believed that the use of English language
can help them in learning English. It showed that participants could already accept
English as the important aspect which can improve their life.
Fourth finding is the majority of participants believed that English language is
a language which can bring more prestige, value, and also modern image to the
product advertised. The results of customers‟ perceptions toward English language
may become the reason of their perceptions toward the use of English language in
Indonesia advertisements which are mentioned in previous paragraphs. From all
findings which found in this study, the researcher finds that participants tend to be
positive toward the use of English language mixed with Indonesian language in
Indonesia advertisements.
This study on customers‟ perceptions may help advertisers, especially
advertisers of Honda Motor in choosing suitable language for their advertisements.
Because the majority of customers can accept English language, even they want to
learn it to improve the quality of their life, advertisers may use English language more
often and/or mixing it with Indonesian language in their advertisements. It would be
better if they use simple or familiar English word(s) or phrase(s) in the product‟s
name, slogan and body copy because English language brings prestige, value and
modern image to the product advertised. For further research, the researcher suggests
to do this study in different kinds of product and different media which is used to
advertise. Thus, we can know customers‟ perceptions of other products, such as food
33
or drink advertised in other media, like television, radio, film and internet as the
electronic media.
34
F. ACKNOWLEDGEMENT
During my study in this college and also the process of writing this thesis, I
learn to be thankful for everything Jesus has given to me. Jesus gives his love through
support, love and pray from many people around me. Therefore, I would like to take
this opportunity to express my gratitude to:
1. My supervisor, E. Titik Murtisari, S.Pd., M.TransStud, PhD, who always help,
guide and support me in finishing my thesis.
2. My examiner, Neny Isharyanti, M.A, who help me in examining my thesis.
3. My father in heaven, my mother and all of my family who always pray and
give the best for me.
4. My beloved one, Bram Luska, who always give support, pray and delicious
homemade food for me.
5. Cik Anna Rosselin and relatives who help me in spreading the questionnaires.
6. My friends, TSU (Ayu, Andira, Bebe, Vani, Cindy), cc2 group(Yunie, Iin,
Christine, Wulan, Fani, Phelin, Wenda, Chintya), and Le2, Stella, Ferra who
always care, help and support me.
7. All people who I cannot mention them one by one.
35
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38
H. APPENDIX
Kepada pelanggan Astra Honda Siliwangi Semarang,
Saya adalah mahasiswi pendidikan bahasa Inggris Universitas Kristen Satya Wacana
yang sedang melakukan penelitian untuk skripsi saya. Kuisioner ini bertujuan untuk
mengetahui persepsi para pelanggan Astra Honda Siliwangi Semarang mengenai
penggunaan bahasa Inggris dan bahasa Indonesia yang digunakan bersamaan pada
iklan, terutama iklan motor Honda. Di kuisioner ini, terdapat beberapa pernyataan dan
pilihan jawaban, silahkan memilih salah satu pilihan jawaban berdasarkan opini anda.
Hasil dari kuisioner ini tidak untuk dipublikasikan, melainkan untuk kepentingan
penelitian semata. Atas bantuan, ketersediaan waktu dan kerjasamanya saya ucapkan
terimakasih.
Silahkan beri tanda centang (√) pada kolom pilihan jawaban anda. Anda hanya
dapat memberi 1 jawaban.
No Pernyataan Sangat tidak
setuju
Tidak setuju
Setuju Sangat setuju
1
Menurut saya, iklan motor Honda yang
menggunakan bahasa Inggris dan bahasa
Indonesia secara bersamaan menjadi lebih
menarik.
2
Menurut saya, iklan motor Honda yang
menggunakan bahasa Inggris pada bagian
judul (headline) menjadi lebih menarik.
(Contoh: ‘It’s fun to find my scoopy blue!’)
3
Menurut saya, iklan motor Honda yang
menggunakan bahasa Inggris pada bagian
slogan menjadi lebih menarik. (Contoh:
‘One Heart’)
4
Menurut saya, iklan motor Honda yang
menggunakan bahasa Inggris pada bagian
nama produk menjadi lebih menarik.
(Contoh: Grand, Beat, Mega-Pro, Tiger,
CBR-Street Fighter)
5
Menurut saya, iklan motor Honda yang
menggunakan bahasa Inggris pada bagian
fitur produk menjadi lebih menarik.
(Contoh: “New racing color & stripe”,
39
“Sporty under cowl”)
6
Menurut saya, iklan motor Honda yang
menggunakan bahasa Inggris dan bahasa
Indonesia secara bersamaan lebih mudah
dipahami.
7
Penggunaan bahasa Inggris pada iklan
menunjukkan kurangnya nasionalisme
masyarakat Indonesia.
8
Penggunaan bahasa Inggris pada iklan
dapat menggerus keberadaan bahasa
Indonesia.
9
Penggunaan bahasa Inggris pada iklan
merupakan bentuk kreatifitas dari
pembuat iklan.
10
Penggunaan bahasa Inggris pada iklan
membantu saya melatih kemampuan
bahasa Inggris saya.
11
Menurut saya, iklan motor Honda yang
menggunakan bahasa Inggris bertujuan
untuk meningkatkan prestige pada produk
yang diiklankan.
12
Menurut saya, iklan motor Honda yang
menggunakan bahasa Inggris bertujuan
untuk menunjukkan bahwa motor Honda
memiliki teknologi yang canggih.
13
Menurut saya, iklan motor Honda yang
menggunakan bahasa Inggris bertujuan
untuk memberikan kesan modern pada
produk yang diiklankan.
Silahkan tuliskan jawaban anda pada tempat yang telah disediakan.
1. Apakah anda memiliki pendapat lain mengenai penggunaan bahasa Inggris dan
bahasa Indonesia secara bersamaan pada iklan? Jika ada, anda dapat menuliskan
nya beserta dengan alasannya.
____________________________________________________________________________________________________
____________________________________________________________________________________________________
____________________________________________________________________________________________________
40
____________________________________________________________________________________________________
____________________________________________________________________________________________________
Informasi Pelanggan
Pendidikan terakhir : ________________________________________
Jenis Kelamin : Pria / Wanita (Silahkan lingkari pada pilihan jawaban anda)
Apabila saya membutuhkan informasi lebih mengenai hasil kuisioner anda, dapatkah
saya menghubungi anda untuk melakukan wawancara?
Ya / Tidak (Silahkan lingkari pada pilihan jawaban anda)
Nama : ________________________________________
No. HP yang bisa dihubungi : ________________________________________
Terimakasih