IJRR

International Journal of Research and Review

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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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