AN ANALYSIS OF CODE-SWITCHING IN INDONESIAN

TELEVISION ADVERTISEMENTS

Stevani Farrima, Dahnilsyah, Maria Safriyanti

stevani17.sf@gmail.com, doktorbagan@gmail.com, mariasafriyanti@lecturer.unri.ac.id
Phone Number: 081276288567

Student of English Study Program

Language and Arts Department
Teachers Training and Education Faculty
Universitas Riau

Abstract: This research investigates the types of code-switching between

Indonesian and English and vice versa in Indonesian television advertisements. The
limitation of this research was on the use of code switching cosmetic product which
occurred in Indonesian Television advertisements. The technique used to collect the
data was Documentary technique means reading, studying, and analyzing all the data.
This research was conducted by using content analysis methodology, with the code-
switching being identified, noted, analyzed and finally categorized into the framework
developed by Hoffman who proposed the types of code-switching: intra-sentential
switching, inter-sentential switching and tag switching. A data of 30 cosmetic
advertisements are used in analyzing code-switching. The advertisements are gotten
from some kinds of cosmetic brands, such as Emina, Fair and Lovely, Fit Me, Garnier,
Emina, Lakme 9to5, Loreal Paris, Marina, Maybelline Poise, Pons, Purbasari,
Vaseline, and Wardah. The result showed that the most frequently used code-switching
form in Indonesian television advertisements was intra-sentential switching (83,33%),
followed by inter-sentential switching (11,11%), and tag switching (5,56%).

Key Words: Code-Switching, Types, Sociolinguistic.

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 ALIH BAHASA PADA IKLAN TELEVISI INDONESIA

Stevani Farrima, Dahnilsyah, Maria Safriyanti

stevani17.sf@gmail.com, doktorbagan@gmail.com, mariasafriyanti@lecturer.unri.ac.id
Nomor Telepon: 081276288567

Program Studi Bahasa Inggris

Jurusan Bahasa dan Seni
Fakultas Keguruan dan Ilmu Pendidikan
Universitas Riau

Abstrak: Penelitian ini menyelediki macam-macam alih bahasa antara bahasa

Indonesia dengan bahasa inggris maupun sebaliknya dalam iklan siaran televise
Indonesia, penelitian ini hanya berfokus pada alih bahasa dalam product kecantikan
yang terdapat dalam siaran televise Indonesia. Teknik yang digunakan adalah teknik
documenter yaitu dengan membaca, belajar, dan mengganalisa semua data. Penelitian
ini mengunakan metode analisa content, dalam alih bahasa di identifikasi, di catat, di
analisa dan di kategorikan dalam kerangka kerja yang di buat oleh Hoffman yang
mengusulkan jeni-jenis alih bahasa : pertukaran Intra-sentensial, pertukaran inter-
sentensial, dan pertukaran tag. Data yang digunakan dalam analisa alih bahasa adalah
18 iklan kosmetik. Iklan tersebut berasal dari beberapa merek seperti, Emina, Fair and
Lovely, Fit Me, Garnier, Emina, Lakme 9to5, Loreal Paris, Marina, Maybelline Poise,
Pons, Purbasari, Vaseline, and Wardah. Hasil dari penelitian menemukan bahwa jenis
alih bahasa yang paling sering muncul adalah pertukaran intra-sentensial (83,33%), di
ikuti oleh perubahan inter-sentential (11,11%), dan perubahan tag (5,56%).

Kata Kunci: Alih-Kode, Tipe-Tipe, Sosiolinguistik

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INTRODUCTION

Language plays an important role in our daily life communication. It is one thing
which differentiates between human and other creatures. Substantially, language is
formed as sound or written text that has meaning. Essentially, the functions of language
are to express thought, ways of thought and feel, and ways of understanding thought and
feeling. According to Ganjar Harjain Moriyama, in Mikihiro and Manneke Budiman
(2010), there are three language problems found in Indonesia such as local language,
regional language, and the use of foreign language. These three problems cannot be
separated from human daily life. This is because of the globalization effect and the
development of information technology which give us the new world life. In order to
encounter these problems, people sometimes use a code for communication. They
usually choose different codes in a different situation. They may choose a particular
code or variety because it makes easier to discuss a particular topic, regardless of where
they are speaking.
In a multilingual society, people usually use more than one language, either by
an individual or by a community; they are usually required to select a particular
language. They may also decide to switch from one language to other languages.
According to Hoffman (1991, in Cakrawati, 2011), there are seven reasons to switch the
languages: 1) the need to discuss about a particular topic, 2) the necessity of quoting
somebody else speeches, 3) being emphatic about something (expressing solidarity), 4)
the essentials of using interjection (inserting sentence fillers or sentence connectors), 5)
the need to use repetition for clarification, 6) the necessity of intention in clarifying the
speech content for interlocutor and, 7) the need to express group identity code switching
and code mixing can also be used to express group identity.
English code switching and code mixing are often presented on the slogan,
product's feature and characteristic and the main message of advertisements. These
advertisements provide sufficient data of code switching and code mixing cases. The
positive response of Indonesians toward English as lingua franca of the world has made
the use of code switching and code mixing common in public such as in advertisements.
The stigma of Indonesian society is that something from a foreign country is of better
quality and more trustworthy than domestic products that takes part in reinforcing
phenomena of code switching and code mixing. However, the ability of advertisement
in shaping and sometimes changing a person‟s behavior, opinion and attitude by its
words can be a strong influence on familiarizing English among Indonesians.
In Indonesia, television advertisement uses any language choice which can
attract the listeners' attention. One of language choice is using English code-switching
for their advertisement. As it can be seen in Indonesian television advertisements, they
use code-switching to promote „Body Lotion and Face Wash' product. See the slogan
below:

- Gak lengket di kulit, wanginya nempel sepanjang hari. It's a preview gel!
- Saatnya bersinar tanpa khawatir polusi, because my skin is my world.

Those examples show that code-switching occurs after the base language. The
base language is Indonesian and written in italic, while the tag is in English, written in
bold texts. Each of these examples of code-switching has its own purposes. For
cosmetic product in instance, the switch into English word mostly has function for

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highlighting the quality of the cosmetic product as well as promoting their cosmetic
product. By switching into English word, the company is sending a subtle message
about the quality of their product and convincing costumers that their product is similar
to Western product. Thus, it is clear that code-switching is kind of communication with
the aim of convincing the target audience about something (ideas, goods or services),
especially persuading them into the action of buying.
Considering all of these issues, the writer is interested to conduct research
entitled "An Analysis of Code-Switching in Indonesian Television Advertisements”.

RESEARCH METHODOLOGY

In this study, the writer will use a content analysis as research design. Content
analysis is a methodology in the social sciences for studying the content of
communication. Earl Babbie defines it as “the study recorded human communications,
such as books, websites, printings and laws.” It is commonly used by researchers in the
social sciences to analyze recorded transcripts of interviews with participants.
Researcher quantify and analyze the presence, meanings and relationship of such words
and concepts, then make interferences about the messages within the texts, the writer(s),
the audience, and even the culture and time of which these are a part. Texts can be
defined broadly as books, book chapters, essays, interviews, discussion, newspaper
headlines and articles, historical documents, speeches, conversation, advertising,
theater, informal conversation, or really any occurrence of communicative language.

1. The Source of the Data

The data are taken from several spoken advertisements in all non-civil television
stations. There were 18 advertisements which were recorded during one month. The
focus of the research was on the use of code-switching in cosmetic product which
occurred in advertisement. The advertisements provided sufficient data of English-
Indonesian code switching. They were shaped into words, phrases, and sentences which
contained English-Indonesian code switching. And after that, these data were analyzed
qualitatively.
The reasons for choosing these several advertisements as the source of the data
are based on the fact that the advertisements are easy to dig the data. Furthermore, these
advertisements provided enough English-Indonesian code switching.

2. The Source of the Data

In this research, the researcher used qualitative research. Lofland in Meolong
(2005:157) stated that the main data sources in qualitative research were words, action
and also supported documents. There were 18 advertisements which were recorded
during one month
Meolong (2005:157) says that in qualitative research, the main instrument was
the researcher; therefore the min instrument of this research was the researcher himself.
Meolong (2005:158) stated also the qualitative research, the writer played the role as
the designer, the data collector, the analyst, the data interpreter, and eventually the
reporter of the research findings. In this research, the researcher collected the data, in
the form of utterances and action by recording the show. Supported documents included

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written data, video and audio tapes, pictures, and also film taking. The example of
means to obtain data was shown below

3. The Data Collection Technique

In terms of way or data collection techniques, the data collection technique can
be done by observation, interviews, questionnaires, documentation and fourth
combined. As in this study, the researcher will use data collection methods, as follow;

a. Observation
Observation data is qualitative in the first instance. Consisting of
recordings, transcriptions and notes related to our subject‟s behavior and
language. Arikunto (2006:229) says that an observation is a way to get
information by observing and taking notes systematically about observed
phenomenon.
b. Recording
The researcher recorded the spoken advertisements which content
English-Indonesian code switching.

4. The Data Analysis Technique

After collecting the data, the data will be analyzed by following some procedure
of analysis as follows:

a. Transcribing.
After collecting the data, the researcher will select and arrange the
utterances including the expressions to the transcript paper. The paper consists of
numbers, commercials, utterances, and the chosen code switching. The followings
are the outline of the transcript paper.

Table 1. Commercials which is belong to Code-Switching

Code-Switching
No. Commercials Utterances
Yes No

1. Emina Bright Dua puluh detik yang menutup V

Stuff Face aktivitasmu jadi perfect.
Wash

2. Poise buktikan sendiri! white is now. V

Luminous
White

b. Identifying.
Documentation is a process of documenting the data. It was done after
collecting the data and pairing the sentences in columns. After being transcribed,
the utterances of advertisements will be identified by the researcher.

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 c. Classifying.
Classification is the process of classifying all sufficient data based on a
category. After typing all the found advertisements, the researcher starts to make a
classification based on types of code switching. For example:

Table 3: Classification of Code Switching

Code Switching
Intra Inter
No Commercials Utterance Tag
sentential sentential
Switching
Switching Switching
1. Poise Buktikan sendiri! V
Luminous White is now.
White

d. Analyzing.
After All utterances are identified and classified into code switching form,
then the data will be analyzed based upon the theories proposed by Hoffman (1991)

e. Calculating.
Make percentage, of types of code switching from announcers
conversations. The researcher use the following formulation from Arikunto. S
(2006:25)

P= Percentage
F= Frequency of the types of code switching used
N=Number of cases (the total number of the whole English-Indonesian code
switching found)

PRESENTATION OF THE RESEARCH FINDINGS

This chapter represents the result of analysis of the types of code switching
found and what is the most dominant code-switching used in Indonesian television
advertisements. As mentioned in chapter two, there are three kinds of code-switching:
intra-sentential code-switching, and tag switching as shown in the table bellows:

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 Table 4. Intra-sentential Switching
No. Commercials Utterances

1. Emina Bright Stuff Dua puluh detik yang menutup aktivitasmu jadi
Face Wash perfect.
2. Garnier Sakura White X: Duh.. kulitku kusam dan kering.
Wipo Y: Di wipe-wipe aja!
3. Maybelline Formula terasa ringan, hasil matte seketika.
Sensational Liquid
Matte
4. Purbasari Lotion Kulitmu ga highres!
Zaitun
5. Loreal Paris Beauty Selalu matte and fresh terlindungi setiap hari.
Perfect Matte and
Fresh
6. Fair and Lovely Facial Slalu cuci muka, enggak glowing juga!
Foam
7. Fit Me Foundation 99% fit kulit wanita Indonesia.
8. Wardah Perfect Bright Sekali swipe wajah tiga kali lebih bersih cerah
Micellar Water seketika.
9. Lip Cream Superstay Tampil on fleek seharian.
Matte Ink Maybelline
Newyork
10. Poise Luminious Kulit luminious dalam tujuh hari.
White
11. Wardah Perfect Bright Halal, buat wajahmu satu, dua, tiga kali lebih
Tone Up Cream bright seketika.
12. Wardah Instaperfect Aku harus selalu ready dan terlihat perfect setiap
hari.
13. Pons Serum Burst Sepuluh kali lebih efektif, wajah cerah dan dewy.
Cream
14. Lakme 9to5 Cushion serba bisa buat cewek serba bisa kayak
kita.

15. Marina UV White E Bouncy itu kulit cerah dan kenyal, wangi dan
Collagen Asta terlindungi.

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 Table 5. Inter-sentential Switching
No. Commercials Utterances

1. Wardah Exclusive Lembut warnai senyummu, feel the color!

Matte Lip Cream
Formula
2. Vaseline Healthy Bebas keluar, nikmati hidup. Enjoy amazing skin!
White UV

Table 6. Tag Switching

No. Commercials Utterances

1. Wardah Velvet Yakin sudah nyaman dengan bibirmu? Seriously?!

Matte Lip Mousse

CONCLUSION AND SUGGESTION

Conclusions

Code switching is a spontaneous phenomenon and commonly found in

Indonesian television advertisements. Based on the analysis of the data, the writer
would like to draw a conclusion of the research concerning the use of code switching in
Indonesian television advertisements. Based on the result of the research, the writer
finds:
1. In this research, the writer found all code switching forms in Indonesian television
advertisements , there are:
- Intra-sentential switching
- Inter-sentential switching
- Tag switching
2. The most dominant type of code switching used in Indonesian television
advertisement is intra-sentential switching. There are 15 data (83,33%) of intra-
sentential switching found in Indonesian television advertisements.

Suggestions

Based on the result of the research, the writer would like to give some suggestions
as follows:
For the students, learning code switching is very magnificent for students to
improve their knowledge of sociolinguistics. For English students especially whose
subject matter are sociolinguistics, it is hoped that by knowing the results of this study,

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they will know forms of code switching used in Indonesian television advertisements
and be aware of code-switching phenomena in their society.
For the English teachers, the result of this research can be used as additional
information for sociolinguistic subject. The material can be used as consideration in
preparing, selecting and constructing for sociolinguistic classes. Furthermore,
considering to the important function of language in society, English teachers are
recommended to get some inspirations to sociolinguistic subject and encourage their
students to practice English in daily life conversations as many as possible without
losing their intention toward Indonesian language itself.
Finally, the researcher really hopes to other researchers to conduct such a kind of
research to enrich sociolinguistics studies. The next researcher can explore more various
types and functions for the use of code switching that occur in some other situations.
Besides, the result of this study is expected to give more information about code
switching.

BIBLIOGRAPHY

Ganjar Harjain Moriyama, in Mikihiro and Manneke Budiman, Geliat Bahasa Selaras
Zaman: Perubahan Bahasa-Bahasa di Indonesia Pasca Orde Baru, (Jakarta : KPG,
2010), p.32

Cakrawarti, D. A. (2011). Analysis of code switching and code mixing in the

teenlit Canting Cantiq (Unpublished bachelor's thesis). University of
Diponegoro, Semarang.

Arikunto, Suharsimi, 2006, Prosedur Penelitian: Suatu Pendekatan Praktik,

Jakarta: Rineka Cipta.

Hoffman, Charlotte, 1991, An Introduction to Bilingualism, New York: Longman

Holmes, Janet, 2000, An Introduction to Sociolinguistics, Second Edition, London:
Longman

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