PERCAMPURAN KOD SEBAGAI STRATEGI PENYAMPAIAN MESEJ DALAM WACANA IKLAN BERBAHASA SEPANYOL
Abstract
Abstract
This paper examines the phenomenon of mixed code in the header or slogan in contemporary commercial advertising printed in Spanish-language publication in summer 2014. The study included 50 titles or advertising slogans related to fashion and beauty products are extracted from four magazine namely Glamour, Vogue, Marie Claire and MODAyLOOK analyzed based on the mixing code approach by Kachru (1978). The analysis found English lexical items mixed by inter lingual into the advertising discourse text in Spain. This study is a combination of qualitative and quantitative. Observation methods used to classify the characteristics of each English lexical items used in the selected advertising discourse text.  The study found that as many as 31.7% general noun, 17.6% English specific noun that refers to the brand product used directly without any element of translation. There are also as many as 22.2% of adjectives and 16.8% English verb combined inter lingual into the target language sentence that is Spanish. In addition, 3.4% English abbreviations consisting of two or three letters of the title or slogan studied. Use of foreign linguistic code in the header or slogan in advertising discourse text in Spanish not only to show the modern and global impact, but it also could create the impression of a sophisticated, versatile and†in trendâ€.
Abstrak
Makalah ini mengkaji fenomena percampuran kod dalam tajuk atau slogan iklan komersial kontemporari bercetak berbahasa Sepanyol terbitan musim panas 2014. Kajian ini melibatkan 50 tajuk atau slogan iklan yang berkaitan dengan fesyen dan produk kecantikan yang dipetik daripada empat buah majalah iaitu Glamour, Vogue, Marie Claire dan MODAyLOOK yang dianalisis berdasarkan kepada pendekatan percampuran kod oleh Kachru (1978). Hasil analisis mendapati item-item leksikal bahasa Inggeris dicampurkan secara interlingual ke dalam teks wacana iklan di Sepanyol. Kajian ini merupakan gabungan kualitatif dan kuantitatif. Kaedah pemerhatian digunakan dalam pengkelasan ciri-ciri setiap item leksikal bahasa Inggeris yang digunapakai dalam setiap teks wacana iklan terpilih. Hasil kajian mendapati sebanyak 31.7% kata nama am, 17.6% kata nama khas bahasa Inggeris yang merujuk kepada jenama produk digunapakai secara langsung tanpa sebarang unsur terjemahan. Terdapat juga sebanyak 22.2% kata adjektif dan 16.8% kata kerja bahasa Inggeris telah dicampurkan secara interlingual ke dalam ayat bahasa sasaran iaitu bahasa Sepanyol. Selain daripada itu, sebanyak 3.4% singkatan bahasa Inggeris yang terdiri daripada dua atau tiga huruf dalam tajuk atau slogan iklan yang dikaji. Penggunaan kod linguistik asing dalam tajuk atau slogan teks wacana iklan berbahasa Sepanyol bukan sahaja untuk menunjukkan impak moden dan global, malahan ianya juga boleh menimbulkan kesan ‘sofistikated’, ‘verstail’ dan ‘in trend’.
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