Abstract

Advertising can be studied from a language study standpoint because on

Essentially, the slogan of food and beverage products using language as a means
of conveying messages to consumers. That is, there is the use of language in a
slogan of food and beverage products. The use of speech in television advertising
can be studied in a linguistic study. The linguistic study in question is
sociolinguistic. Sociolinguistics is a field of study in the language disciplines of
one of its tasks to study the influence of the social environment on the form of
choice of language in the community concerned. In this study sociolinguistic
studies are diglossia in term of a language situation with a functional division of
existing language variants.

In this study, discusses some advertisement slogan on the snack products

that use diglossia such as: Chitato Life is Never Flat; Pocari Sweat Ion Supply
Drink; Indomie Instant Noodle Indomie Seleraku; Aqua Kebaikan Hidup;
and KFC Jagonya Ayam. The analysis focused in terms the diglossia
characteristics as Chaer and Agustina (1995: 148) explain that Ferguson stated the
term diglossia to explain the variation of language in a society where there are two
variations of one language that have a certain role.

A. Introduction

Sociolinguistics is a field of interdisciplinary science that studies the

language and its relation to the use of that language in society. As an object in
sociolinguistics, language is not viewed in the language, but is seen as a means of
interaction or communication within human society. Meanwhile, according to
Kridalaksana 1984: 4, sociolinguistic claim is commonly defined as a science that
studies science and various language variations, as well as relationships among
linguists with the characteristic functions of language variation in a society.
Sociolinguistics explains how to use the language in certain aspects or social
terms, as formulated by Fishman (1967: 15) that the sociolinguistic problem is
"who speak, what language, to whom, when, and to what end".
 Sociolinguistics is a linguistic branch that etymologically the word comes
from English, which consists of the words "socio" and "linguistics". Linguistics is
the study of language, especially the elements of language (phonemes,
morphemes, words, sentences) and the relationship between the elements
including the nature and formation of the elements. The socio element is social,
which is related to society, community groups, and community functions. Thus,
sociolinguistics is the study or discussion of the language with respect to the
speakers of that language as members of society.

In sociolinguistics there is diglossia which is one of the subtopics that

will be described in this topic. The word diglossia comes from the French
language diglossie, which was once used by Marcais, a French lingu: but the term
became famous in sociolingustic studies after being used by a swarjana from
Stanford University, the C.A. Ferguson in 1958 in a symposium on "Urbanization
and standard languages" organized by the American Anthropological Association
in Washington DC. Then Ferguson made the term even more famous with an
article entitled "diglossia".

Every day, we always see, hear and read some advertising. Advertising
can be seen on television, newspapers, magazines and food products. Advertising
is a form of communication that discloses information or messages and promotes
the speaker's intent to his or her opponent. Language is often used in expressing
and promoting such information. The language used in advertising is a language
that is easy to understand and persuasive so that the opponent can speak as the
speaker means. The language of advertising appears in its variety and
visualization. The language displayed in the ad is different from the language used
everyday. Many implicit intentions are contained therein. In addition, there are
also variations of the language displayed. This study will discuss about what kinds
of diglossia found on the food product in terms the use of language varieties in
Advertisement slogan.
B. Theoretical Review
1. Sociolinguistics

Sociolinguistics is a field of study that studies about the influence of the

social environment on the shape of language choice in the community concerned.
In line with that, Fishman (in Sudjianto, 2007: 7) defines that sociolinguistics is
the study of the characteristics of the variety of languages, the characteristics of
their functions, and the characteristics of the speakers in which these three
elements continuously influence each other, and change in each other A
community of speakers. Azizia (2012: 3) explains some sociolinguistic problems,
such as: (1) the social identity of the speaker, (2) the social identity of the hearer
in communication, (3) the social environment, (4) the synchronic and diachronic
analysis of the social dialect, (5) the social assessment of speech form and
language behavior, Variations and linguistic variety, (7) sociolinguistic research
application (Bram and Dickey in Susilo, 2007: 8). The problem related to
language used is also called as language variation. Language variations that
occurred in society can create certain speech. Means, speakers use two or more
languages under certain conditions. It is the voice that wants the use of certain
languages and not the other. These two languages are generally the standard
language and the regional dialect. The term used in this condition is diglossia,
which is one form of language variation in sociolinguistic studies.

2. Diglossia

Diglossia is a language situation with a functional division of existing

language variants. A variant is given a "high" status and is used for official use or
public use and has more complex and conservative features, other variants have
"low" status and are used for informal communication and its structure is aligned
with oral communication channels (Kridalaksana, 2008: 50) Chaer and Agustina
(1995: 148) explain that Ferguson uses the term diglossia to explain the variation
of language in a society where there are two variations of one language that have a
certain role. Ferguson explaining the diglossia as follows:
a. Diglossia is a relatively stable linguistic situation, where in addition there are
a number of major (more precise) main dialects of a language, there is also
another variety.
b. The main dialects may be either a standard dialect or a regional standard.
c. The other variety (which is not the main dialects) has the following
characteristics:
It's been heavily codified
Grammatically complex
It is a vast and respectable written literary center of literature
Learned through formal education
Used primarily in written and formal spoken languages
Not used (by any community layer) for daily conversation.

In terms of function there is a problem that is the existence of two

variations of the language used by the community of diglosis. The first variation is
called high dialect (abbreviated dialect T or T variety), and the second is called a
low dialect (abbreviated dialect R or R variety). In terms of R dialect prestige is
considered inferior and some even reject it compared to the more prestigious and
prestigious T dialect. And in terms of standardization, the variety of T is seen as a
prestigious variety, so it is not surprising that standardization is done on the T
variety through formal codification and the R Variety is not considered and cared
for. And also arises the issues where the variety of which is chosen to be the
national language, whether the variety of T or variety R.

3. Advertisement slogan Language

Nowadays, a lot of Advertisement slogan circulating in our community,

ranging from electronic media, or print media. Lee (2004) stated the definition of
advertising is a commercial and non-personal communication about an
organization and its products are transmitted to a target audience through mass
media such as television, radio, newspapers, magazines. The purpose is to
introduce, remind and influence the public to buy or use goods and services
offered by the company. In the absence of promotional efforts through
advertising, the company will not be able to maximally introduce, remind and
influence the public to buy goods or services.

Advertisement slogan language selection is a way of using words and

defining topics to market a good or service, and can also promote a place to a
wide audience. Ads that are made, can be pamphlets, billboards, video broadcast,
and others. In general, advertising is one type of business discourse that has the
characteristics. Creative verbally, such as light language, simple, using principles
Economic words that have been selected words that are positive, avoid
Technical terms. Therefore, in advertising language, it can be called as diglossia
that we can found the language variations as the sociolinguistic studies.

In this study, discusses some advertisement slogan on the snack products

that use diglossia such as: Chitato Life is Never Flat; Pocari Sweat Ion Supply
Drink; Indomie Instant Noodle Indomie Seleraku; Aqua Kebaikan Hidup;
and KFC Jagonya Ayam.

C. Discussion

In this study, the writer only takes 5 data of food and drink product to be
displayed as an example of diglossia analysis in terms the diglossia
characteristics.

The discussion starts from the variety of languages, character form or

writing, the selection of words and the meaning of the Japanese mobile phone
advertising language itself. The explanation is as follows:

1. Chitato Life is Never Flat

 This advertising uses the usual variety of languages but not use as daily
communication. In bahasa we can translate into Hidup tidak pernah datar.
Based on lifeisneverflat.com, "Life is Never Flat" is the soul of Chitato, this
principle as well as our daily interactions is always maximized in every situation
that occurs. From the slogan represents the form of Chitato that has a bumpy
piece, accompanied by a thick and strong taste to make every bite to provide a
great new experience. Therefore it is not just as simple as translated into bahasa,
we need understand deeply as the characteristic of diglossia, it's been heavily
codified and learned through formal education. We can said that chitatos slogan
used R dialect in terms R Variety is not considered through formal codification.

2. Pocari Sweat Ion Supply Drink

This advertising uses the usual variety of languages but not use as daily
communication. The word "sweat" as diglossia, can mean body fluids produced
from sweat, in the form of food tend to have a certain sense of humor with a
closed placement or connotation for native English speakers. The slogan Ion
Supply Drink, as stated on http://www.pocarisweat.id/product, this slogan means
as a drink to restore lost body ions, which aims to maintain the balance of ions in
the body for healthy living and better activity, means this Pocari slogan does not
have any meaning; the word was coined for its light, bright sound.

3. Indomie Instant Noodle Indomie Seleraku

 This advertising uses the usual variety of languages but not use as daily
communication, the slogan Indomie Seleraku as the diglossia in term of heavily
codified. Viewed from the logo display that combines some bright colors but still
contrast and nice to look and not damage the view and also some simple words so
that once read directly memorized. In the field of food packaging may look very
influential when someone wants to buy it. The slogan is very good, this product
still put its brand in the slogan where the easy to remember.

4. Aqua Kebaikan Hidup

The advertising slogan Kebaikan Hidup can be define as diglossia

because its a vast and respectable written literary center of literature. This Aqua
slogan can be summed up has a fairly complex meaning. As an advertising
product, this slogan seems to have been given the complex meaning by the slogan
maker by considering the psychology of the masses and the good psychology of
the market. Overall, this advertising slogan contains the right linguistic symbol for
an ad, which is short, solid, and clear. The use of appropriate word choice can
lead to a positive response for consumers of this product that Aqua drinking water
is a good, healthy, clean drink, which is everyone's hope

5. KFC Jagonya Ayam

This KFC slogan Jagonya Ayam can be define as diglossia because its
a vast and respectable written literary center of literature. KFC is one of the
products from America which from the past until now is still a favorite food in
Indonesia. For the matter of taste, it has been undervalued and the price is
affordable. This slogan known as a familiar slogan that is "jagonya ayam" because
KFC products more fried chicken, which means the quality of food KFC no
doubt.
Variety of languages in many snack advertising above can be define as
diglossia because the language variety that used can be characterized as the
diglossia charateristic. Most of the product slogan using a variety of ordinary
languages is characterized by a dictionary form.

D. Conslusion

Diglossia used in product advertisement can be Indonesian language,

foreign language which is not influenced by dialect usage from different regional
languages, and there is a variety of business or consultative variety and casual or
casual variety, while in the form of variety that is business variety or consultative
and Casual or casual variety. The choice of language in speech events in product
advertisement is influenced by several factors: (1) speech situation, (2) speaker,
(3) speech act purpose, (4) advertised product, like characteristic of diglossia form
as one sociolinguistic study.

References

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