| Advertising is a type of message deliberately used to promote one’s products or services through various media to the target market. The word “advertising” is derived from the Latin verb advertere meaning ‘to turn toward’ (Goddard, 1998, p. 6) or ‘to pay attention’ (retrieved on March 19, 2009 from http://wordsmith.org/awad). As written by Goddard (1998), it is undoubtedly true that advertisements are “texts that do their best to get our attention, to make us turn toward them,…” (p. 6). The text then will be the medium to connect the products to a particular group. Furthermore, as it relies heavily on communication, the language used in advertising has its own trait, which is to attract customers to buy their products. The Indonesian advertising practically works in the same way. However, within these few years, the significant number of English words and phrases used in Indonesian advertising has become more and more noticeable. One type of these words and phrases is English borrowings. In his previous study about phenomenon of English borrowings, Marcellino (2004) stated, “In some cases, only few words are borrowed, in others a great deal of words are coined in the vocabulary stock of a particular community” (p. 274). The advertising community can be considered as this particular community. Such language borrowing in advertisements is used and aimed particularly for modern generation, for the reason that it sounds more appealing. In fact, in accordance with the field study conducted by Heaney (2005), English use in any kind of situation would promote one’s status in public. |