Exploring the Linguistics Features of Code-Switching Advertisement as Public Information: A Textual Analysis of Critical Discourse Analysis (CDA)

Abstract

Nowadays, the tourism sector gets a serious attention in many countries by the government to attract the foreigners or tourists to come to visit the tourism destinations to reach the economic growth. The involvement of MSMEs play significant role because they will have a direct interaction with them through their advertisement. This research was to investigate the linguistics features of code-switching advertisement made by the MSMEs to promote their products and services. It used a descriptive qualitative research. Data were collected by document checklist and it was analyzed by using document analysis. Theory of critical discourse analysis by Fairclough in the part of textual analysis was used to present and interpret the data. Data of the research were fashion and apparel code-switching advertisement. The research shows that the MSMEs make mistakes on the linguistics features of their code switching advertisement such as spelling, diction, lexical ambiguity and word order. It also finds that the mistakes happen because the MSMEs mislocate the letter, change the letter, and combine the word from Indonesian Language and English. By presenting these findings shows that the MSMEs could give wrong information for the customers because the written information is not clear and accurate. This research is expected to contribute for the MSMEs to make the code-switching clearer and more accurate because it will give wrong interpretation. This research was limited into code switching advertisement made by micro enterprises in West Sumatera Province in the fashion and apparel type of business.