| dc.description.abstract | Advertisement is one of short functional texts used to gain customers’ attention. Its
visual portray determines whether this persuasive passage will successfully grab the
interest of readers and direct them to finally use the product or ignore it. Batchia and
Ritchie (2006: 19) proposes that “English is important vehicle for global
advertisement”. Additionally, Piller (2003: 17) states that “English is the most
commonly used language in advertising especially in non-English speaking countries
or multilingual country.” These two intriguing ideas of using English in advertisement
direct the advertiser of Hotel 99 Jember to insert some English Code. Through its
official Instagram (hotel.99.jember) the advertiser publicly publishes some postings
about the hotel. Those postings attract the researchers’ curiosity to know why English
is existing there and what the benefits of English insertions to the hotel are. Laying on
Zohreh and Monireh’s finding (2013: 87), this investigation is conducted to match the
four influencing reasons (gaining attention, persuasion, prestige, and technology)
affecting the advertiser to put English in the advertisement texts. Interview is chosen
as the way to investigate the advertiser’s reasons. Further, customers’ responses are
also the case examined in this research. By having customers’ responses, it is worth to
know whether English use effectively influences them to choose the hotel or not.
Finally, this research is not only beneficial to the researchers to deeply study about
English use but also for the hotel to thoroughly know the effect of their advertisement
texts in Instagram. | en_US |
