PROGRAM STUDI INGGRIS

FAKULTAS ILMU PENGETAHUAN BUDAYA

UNIVERSITAS INDONESIA

UJIAN AKHIR SEMESTER GANJIL 2018-2019

MATA KULIAH: SOSIOLINGUISTIK BHS INGGRIS

DOSEN: TIM

WAKU: 17 DESEMBER 2018

NAMA: Robin NPM: 1606880825 KELAS: AB (PAPER)

A Sociolinguistic Analysis on Axis and Telkomsel’s

Branding Image Depicted on Their Advertisements.

 Sociolinguistic Analysis on Axis’ iritology

advertisement

Introduction:

This is the first advertisement that I am going to analyse, it is an advertisement by

Axis. Axis is an Indonesian cellular service provider operating since 2008 owned by Axiata

Group. Axis is a brand that is known for their simple, easy and understandable tariff plans.

Another important aspect is that they also provide honest offers without hidden terms and

condition. As a result, many consumers coming from lower-middle class are attracted with

their services thus earning them the image of being an economically-friendly cellular service

provider. This image is portrayed in their advertisements in which those always use word

such as; irit, hemat, and gratis (Adhi, 2013). To conclude, Axis got the image of a cellular

service provider for those who are coming from the lower-middle class.
 Theories:

 Addressee as an influence on style: The social background of addressees affects on how an

addresser utters their point (Janet, 2008, p. 239).

 Neologism: The invention of new word; usually by combining words and suffixes or prefixes.

 Code-Mixing: The use of two or more languages varieties in speech. (Janet, 2008, p. 35).

 The Functions of Speech:

1. Referential utterances; to provide an information

2. Poetic utterances; there is an aesthetic features of the language.

3. Directive utterances; to get someone to do something (Janet, 2008, p. 271).

Analysis:

The purpose of every advertisement is to persuade their targeted consumer to buy/use

their products/services. This is the main goal of every advertising team and to achieve that

goal there are many techniques that they can use to persuade their targeted consumer. As we

know, Axis got the image of a cellular service for those who are coming from the lower-

middle class. This could happen as the company had first targeted their consumer from the

lower-middle class, the advertising team had been directed to aim for those kind of

consumer. Moreover, to achieve their aim, the advertising team used words that were simple

for the advertisement; “Iritology. Axis Tarif Irit, Nelpon Irit, Ngenet Irit dan Awet Irit.” This

sentence is a very simple sentence in which even people with no educational background

could also understand what the advertisement meant. In conclusion, the targeted consumer
(or the addressee) had influenced the style that were used by the advertising team in writing

this advertisement.

The advertising team also coined new term and code-mixed two words in this

advertisement. This creative team had invented the word; “Iritology.” Irit is an Indonesian

word which meant to be cheap and/or be careful/handle in managing money while Logy or

Logos is a quite familiar root word which meant “the study of”. By combining these two

roots, we could guess that the addresser meant “The Study on How to be Cheap”. Moreover,

most of the addressee would surely understood it when reading this term and maybe some

of them were amused by it. On account of this, even though Logos is an ancient Greek word,

it’s modified version; “-logy/-logi” had been commonly used for an Indonesian word;

biologi, sosiologi, et cetera thus making it easy for people to understand.

In addition, the advertising team also combined the prefixes Nge- and the root word

-net from the word Internet to coined a new word; “Ngenet”. Nge- is an Indonesia slang

prefixes to have the sense of doing something, for example; “Ashila lagi ngejilat permen”;

(Nge- + -jilat): Ashila is performing “jilat” (in english, jilat meant lick). Similarly,

“Ngenet” has the meaning; to play the internet. Moreover, the advertising team coined this

new term so that they could have a simpler and a more interesting word rather than perhaps;

“surfing the internet”, “berselancar”, “internetan” and else. “Ngenet” is much shorter than

any of those possible words thus making it the best option the advertising team have. In

conclusion, code-mixing is used in the writing of this advertisement to be catchy.

 There are three functions of speech in this advertisement, which are; to provide

information, to get the consumer to use their services, and still maintaining an aesthetic form

of words. Firstly, the advertisement is a media in where they present this information that

there is a cellular service; named Axis. Moreover, Axis is a cellular service that are friendly

for those who need to manage their money as they do not have a lot of money them-self.

While informing an information, Axis also persuade customers to use their service as Axis

had given an offer as a cellular service focusing on giving cheap service to consumers. Next,

the poetic utterance of the sentence; “Iritology. Axis Tarif Irit, Nelpon Irit, Ngenet Irit dan

Awet Irit.” They are repeating the word that they use on this advertisement in order to rhyme.

In addition, repetition could also gave the sense of persuading and implementing the idea

that Axis is Irit indeed. Moreover, this aesthetic use of word could also enhance the other

functions of this speech which are to provide information and to get them use their services.

Conclusion:

To conclude, Axis’ iritology advertisement could be considered as a very good

advertising as it has given the brand an image of being a friendly cellular service for those

who are economically not stable. Other advertising team should take a look at this

advertising as this is an example of a very good advertisement which has given Axis the

image that they wanted.

Sociolinguistic Analysis on Telkomsel’s 4G

advertisement
https://www.youtube.com/watch?v=2Zcg9cNsCjQ (the link to watch the advertisement

that I am going to discuss) Here is the transcription of the dialogue;

Transcription:

Boss: Saya perlu file-nya seka- (0,5) -rang

Narrator: Dengan 4G Telkomsel melakukan lebih banyak hal jadi lebih mudah!

Co-Workers: Eh filmnya udah? Share dong!

Narrator: Semudah upgrade ke kartu 4G-nya; daftar online sekarang, kartu diantar,

pasang, dan aktifkan! Dapatkan ekstra kuota 10 GB! (finish)

Introduction:
 This is the second advertisement that I am going to analyse, it is an advertisement

by Telkomsel. Telkomsel is an Indonesian cellular service operating since 1995 owned by

Telkom Indonesia group. Telkomsel is a brand that is widely known for being the most

used cellular service in Indonesia with an estimated 172 million users (Wahyu & Ahmad

& Sugeng, 2018). Furthermore, they are also known as the cellular service with the widest

network coverage; from the west to the east of Indonesia; dari Sabang sampai Marauke.

Brief history about the company, in April 2017, a group of hackers defaced on Telkomsel’s

official website declaring that Telkomsel had a very expensive and unfair tariff plans

(Dion, 2017). In conclusion, Telkomsel is a cellular service brand that is known for its

network coverage quality, but has a high-priced tariff.

Theories:

 Code-Mixing: The use of two or more languages varieties in speech. (Janet, 2008, p. 35).

 Politeness Strategy: Bald on-record (Janet, 2008, p. 280).

 The Functions of Speech:

1. Referential utterances; to provide an information

2. Directive utterances; to get someone to do something (Janet, 2008, p. 271).

Analysis:
 One of the main point of an advertisement is to offer a product/service to customers.

However, if the brand is already widely known, an advertisement could serves another

purpose which is to introduce a new type of product/service. There are only two functions

of speech in this advertisement; to provide an information and to get someone to do

something. In this advertisement, Telkomsel are not introducing them-self as they are

already the largest cellular service provider in the country. On the other hand, they are

offering a brand new technology at that time, to better increase the speed of their internet

service and widen their network coverage. The advertising team made the advertisement

brief and clear to declare that they are the largest cellular service provider in the country.

The politeness strategy which is used in this advertisement is a bald on-record

strategy. This strategy is commonly used when the addresser and the addressee are close

OR when the information needs to be given quickly. In this case, it is the latter. Directive

Utterances such as; “Daftar online sekarang! Pasang! Aktifkan!” emphasize the main

function of this advertisement which is to get people to use Telkomsel for their excellent

service.

Both of the speakers in this advertisement have code-mixed their dialogue. These

occurred as the word they were using sounds better in English, not in their mother-

language, Indonesia. It is more familiar to use the word “file” rather than the translation;

“berkas” as it is more familiar to use the word “share” rather than “bagikan” when the

context of the dialogue is regarding the use of the internet.

 1. Boss: Saya perlu file-nya seka.. (0,5) ..rang

2. Co-Workers: Eh filmnya udah? Share dong!

Conclusion:

To summarize, Telkomsel’s advertising team did not spend much thought on how

to make this advertisement entertaining or interesting as they are not required to do that.

On the other hand, they focused more on declaring their new innovation which is a 4G

cellular network. This is shown in their use of Directive Utterances which is not really

friendly rather it serves as an information. As the point of this advertisement is to introduce

their brand-new technology; 4G cellular network.

Furthermore, it contradicts with the style, word choice, and strategy that is used by

Axis’ advertising team. This occur as both cellular service provider have a different aim,

different targeted customers and different power on the market as one of them is already

the largest cellular service provider while the latter is new to this field. To conclude, both

advertisement have successfully gives a branding image to the communities, Axis has

given the image of an economically friendly cellular service provider, while the latter,

Telkomsel has given the image of a leading cellular service providing with the widest

network coverage and advanced technology.

References:
 Adhi, K. R. (2013) Retrieved December 21, 2018, from

https://tekno.kompas.com/read/2013/03/12/16470088/axis.raih.penghargaan.quotexcellen

tquot.kategori.quotcall.centerquot

 Janet, H. (2008) An Introduction to Sociolinguistics: Third Edition. Harlow, England:

Pearson Education Limited

 Iklan Kartu 4G Telkomsel - Kantor (2016)

https://www.youtube.com/watch?v=2Zcg9cNsCjQ

 Wahyu, R. & Ahmad, F. & Sugeng, A. S. (2018) Retrieved December 22, 2018, from

https://industri.kontan.co.id/news/jumlah-pelanggan-seluler-menyusut

 Dion, B. (2017) Retrieved December 22, 2018, from

https://jakartaglobe.id/business/telkomsel-hacked-customers-vent-frustation-internet-

price/