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The Phenomenon of English Use in Indonesian Television Ads: A Sociolunguistics Study

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Findings reveal that 60% of respondents believe English use modernizes the brand, while 30% see a risk to cultural values.
Around 70% of participants think English makes products trendier for younger audiences, though 20% find it confusing.
This research employs content analysis of Kopi Good Day ads and interviews with 20-30 individuals from diverse backgrounds.
Results indicate the need for advertisers to consider cultural sensitivities amidst globalization's impact on local identity.

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Qualitative analysis explores English's role in advertising, influencing cultural identity and consumer perceptions.

Mustofa et al. (2025) studied this question.

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