Investigating Code-Mixing as Persuasive Strategies in Advertising: A Study of Code-Mixing in Indonesian Commercial Context

Abstract

This study deals with the phenomena of code-mixing with a specific focus on commercial advertising specifically in Indonesian commercial context. It analyzes the use of these techniques in order to produce a persuasive effect in Indonesian today. The objective of this study to investigate the forms of code mixing used in Commercial Advertisement and to shed light on the factors of using code mixing in Commercial Advertisement. The study employs a qualitative descriptive approach by describing about forms and factors of using code mixing in Commercial Advertisement. The research findings revealed six forms of code mixing utilized in Indonesian Commercial Advertisement today. Those are words, phrase, hybrid, repetition, idioms, and clause. The study further showed the factors of using code mixing in Commercial Advertisement. Those were interjection (Inserting sentence fillers or sentence connectors), quoting somebody else, talking about a particular topic, expressing group identity, being emphatic about something and repetition used for clarification.

Insertion Function in Code-Mixing Use on WhatsApp Group Chats Among University Students

“…There are five forms of code-mixing (Rosmiaty et al, 2020). These five forms implement the three types of codemixing previously described.…”

“…Besides, each function in communication is served by Code-Mixing. Codemixing performs some functions, such as quotation, address specification, repetition, interjection, message qualification, personalization, and facility expression (Mabule, 2015;Rosmiaty et al, 2020). These functions facilitate students' smooth written communication process in their WhatsApp Group Chats.…”

“…Phrase insertion here is a sequence of words, which is semantically and often syntactically restricted, functioning as a single unit. The speaker inserts two or more grammatically related words that form a sentence, clause, or another phrase (Roslan et al, 2021;Rosmiaty et al, 2020).…”

An Analysis of Code-Mixing Used by the Indonesian Top Selebgram in Social-Media in Product Endorsement

“…This study was supported by several previous studies with similar topics. A study entitled -Investigating Code-mixing as Persuasive Strategies in Advertising: A Study of Codemixing in Indonesian Commercial Context‖ was conducted by Rosmiaty et al (2020). The focus of this study was on the phenomenon of code-mixing used in commercial advertising in Indonesia.…”