Language shift in Bandung's beauty care product's names

Aprilia, Nisa Kardinesa (2019) Language shift in Bandung's beauty care product's names. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Language phenomena are something interesting to research. They usually connect with the existence of human life. A sociolinguistic phenomenon such as linguistic imperialism has happened for a long time in the world. This research focuses on the factors that influence the language shift of the use of English naming products in several beauty cares in Bandung and are the results of language shift in Bandung’s beauty care product’s names that recognized by respondents’ opinions. The primary theory is a language shift factor by Fasold (1985). This research uses descriptive qualitative method to analyze and solve the problem. In this paper, the research data source was taken from four beauty cares in Bandung. There are 40 product’s names of data from official website of four beauty cares such as Airin Aesthetic, Calysta Skincare, Erha Dermatology, and Natasha Skincare which serve into questionnaire and interview to 16 respondents from four beauty cares. The next step in this research is collecting and analysis the data. From the respondents they are 6 factors that influence the use of English naming in beauty care products, they are Social Factor, Economic Factor, Diglossia Factor, Psychological Factor, Education Factor, and Culture Factor. The results of Language Shift in Bandung Beauty Care are the use of English in the naming of Product and the use of English terms in everyday activities. The suggestions of this research is for another researcher who attracts to similar study should understand about language shift, semantic transparency and opacity, and for the readers can be references to a similar study or such as like that.

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