Research Paper
Year: 2021 | Month: May | Volume: 8 | Issue: 5 | Pages: 225-230
DOI: https://doi.org/10.52403/ijrr.20210530
Code Mixing in Health and Hygiene Products Online Advertisements in Indonesia during Covid-19 Pandemic
Ratna Sari Dewi, Rezky Khoirina Tarihoran
English Literature Program, Faculty of Letters, Universitas Muslim Nusantara Al Washliyah, Medan, Indonesia.
Corresponding Author: Rezky Khoirina Tarihoran
ABSTRACT
During the Covid-19 Pandemic, sales figures for health and hygiene products increased sharply. To promote their products, manufacturers take advantage of online media as a promotional medium for reasons of cutting costs and effectiveness. Advertisers employ a variety of creative strategies, including language usage. Certain advertisements incorporate a foreign language, such as English, into the native language. Code mixing is a sociolinguistic study that examines what happens when two languages are mixed in the same sentence in a multilingual society. The purpose of this study was to determine whether code mixing can be used to create advertising appeals in several health and hygiene products online advertisements, which according to Belch include rational and emotional appeals. Throughout the 12 health and hygiene products examined, various forms of code mixing were used as a form of advertising appeal, both rational and emotional. Code mixing can be used deliberately, for example, to attract millennial consumers. However, it could also be coincidental, as there is no equivalent word in Indonesian.
Keywords: Code Mixing, Health and Hygiene Products, Online Advertisements.
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