A Review of Semiotics in Advertising and Consumers' Attitude in the Indonesian Consumer Market

摘要

The English language is increasingly used in non-English speaking countries. This paper focuses on attitudes towards the use of English advertising in Indonesia with the aim to analyze the effect of using English to advertise products on Indonesian consumers. This paper reviews the findings of literature in marketing research. The purpose of advertisers' use of English language is to appeal to consumers, to attract their attention and to stimulate them to learn more about advertised products. The findings proceed in the following manner that English as symbolic value is affecting the purchase intention because the use of English language in advertising is to improve the image of the product that associated with sophisticated and cosmopolitan products. The paper's analysis has implications for advertising for middle class consumers in Indonesia. The impact of English as prestigious language associated with high status, modernity and sophistication can bring an effect to consumers' attitudes to have good impressions about the products being advertised.