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ERIC Number: EJ1129329
Record Type: Journal
Publication Date: 2014-Jan
Pages: 29
Abstractor: As Provided
ISSN: ISSN-0215-773X
Upon the Prevalence of English on Billboard Advertisements: Analyzing the Role of English in Indonesian Contexts
da Silva, Anna Marietta
TEFLIN Journal: A publication on the teaching and learning of English, v25 n1 p33-61 Jan 2014
Looking at the frequently used English words on billboard ads in Jakarta main streets, one may have a presumptive thought that English will dominate Indonesian language. The assumption, though, has led to the analysis of the role of both languages on billboard ads and the possibility of English control over Indonesian. The study presented purposive language uses. English, regardless of its incorrect use, was associated with the Indonesian modern, urban and youth's lifestyle, hence the prestigious status of English. On the other hand, Indonesian and its dialects, particularly the Betawi-Indonesian, are employed to cover wider and broader range of audience. Indonesian language is a national identity of Indonesians, and has historically gained highest status among hundreds of local languages in Indonesia. Thus, in spite of the presence of English in Indonesian language use, the former will not diminish the latter. As a matter of fact, the two languages serve different types of readers.
Association for the Teaching of English as a Foreign Language in Indonesia (TEFLIN). Malang, East Java, 65145, Indonesia. TEFLIN Publication Division, Department of English, Faculty of Letters, Universitas Negeri Malang, Jalan Semarang 5, Tel: +62-341-570566; Fax: +62-341-567475; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research; Tests/Questionnaires
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Indonesia
Grant or Contract Numbers: N/A