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CHAPTER I INTRODUCTION 1.1 Background of Problem Language

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CHAPTER I INTRODUCTION 1.1 Background of Problem Language CHAPTER I INTRODUCTION 1.1 Background of Problem Language plays a key role in all aspects of human life as it means of communication. Language is used to provide information, ask others to do certain things, as means to express feelings, moods, ideas and experiences to others. Sapir (1921: 7) states that language is a purely human and noninstinctive method of communicating ideas, emotions, and desires to use voluntarily produced symbol systems. According to the World Economic Forum report at Davos 2019, the world's population currently reaches 7.7 million. English is the official language of several major countries, and based on data it is estimated that the number of people in the world who use English as a medium to communicate about 1.5 billion people, for more details can be seen in picture 1.1 below: Picture 1.1 The Most Spoken Languages Worldwide (speakers and native speaker in millions) 375 English 1500 982 Chinese 1100 460 Hindi 650 330 Spanish 420 79 French 370 Native Speakers 260 Arabic 300 Total Speakers 165 Russian 275 0 200 400 600 800 1000 1200 1400 1600 (https://www.statista.com), accessed on November 18, 2018 1 2 In addition, English is compared to Arabic, Chinese, French, Russian and Spanish. It is the one of the languages used by the United Nations Organization (UN). The correct interpretation and translation of these six languages, both in spoken and written form, it is of great importance to the Organization of the United Nations, as it allows for interaction and communication amongst members that are clear on issues of global importance. According to data reported by w3techs.com in 2018, English is the most widely used language on the internet that is equal to 51.6%, followed by Russian 6.6%, Japan 5.6%, Spain 5.1% Table 1.1. Usage of content languages for websites Rank Language Percentage 1 English 51.3% 2 Russian 6.7% 3 Japanese 5.6% 4 German 5.6% 5 Spanish 5.1% 6 French 4.1% 7 Portuguese 2.6% 8 Italian 2.4% 9 Chinese 2.0% 10 Polish 1.7% (https://w3techs.com, accessed on November 18, 2018) Today, it is widely believed that English is an international language or a global language. There is no official definition of "international" or "global" language, but basically refers to internationally learned and spoken language. It is not only characterized by the number of native speakers and their second 3 language, but also by its geographical location, distribution, and use in international organizations and in diplomatic relations. (Mastin: 2011) English as an international language acts as a "lingua franca", a common language that allows people of different backgrounds and ethnicities to communicate on a more or less equal basis. Therefore, English in the center of such an international activity by itself will have a global status. (Crystal David, 2003: 10) Considerations as International language, English proved widely used by a number of international and domestic airplane company operating in Indonesia to conduct marketing activities. Advertising and sales promotion activities choose to use English slogans using offline media (brochure, pamphlet, newspaper, magazine, banner, TV, radio) slogans are usually rarely installed on the fuselage and also use media online via internet websites to communicate messages, convince, and also remind customers of their products / services. English slogan can be regarded as a series of short words in English that are generally interesting and memorable, serves to influence the audience as desired slogan maker. According to Guy Cook (1998: 106) the slogan used by companies that sell products with the aim of attracting consumers to buy their products. In addition, the company chose to use the acttractive words and image though for the customer or audience, for example: low-cost international airlines Air Asia Airlines with English slogan "Now every one can fly". Whereas domestic low- cost Lion Air with English slogan "We make people fly". 4 According to Graddol (2006: 44) sometimes people misunderstand what it means in English itself that has a uniqueness in realizing the meaning contained in the slogan, so that English is often used as slogans for Airplane companies. However, the meaning contained in an English slogan is not directly understood only by reading or listening because the language used is different from English used in general. The meanings contained in the writings of English slogans are closely related to semantics. Chaer (1990: 6) said that the object of semantic study is the meaning of language. Again, the meaning of language units such as words, phrases, clauses, sentences, and discourses. Stephen Ulman (2014: 65) stated that meaning is the most ambiguous and most controversial term in the language. Ambiguity in terms of semantic (meaning) overview on sentences or phrases in English slogans are likely to occur because they are so designed by the English slogan's maker. There is any impact if the target or audience has difficulty in capturing or understanding the meaning of the contained in the English slogan, meaning that the English slogan's message is not understood by the audience or in other words the purpose of creating the English slogan ineffective. In this study the researcher will be focused and completed on a number of English slogans of airplane companies operating in Indonesia using theory of meaning (Leech, 1981: 23) there are 7 types of meanings. Before carrying out the actual research, the researcher conducted a preliminary study intensif which was to get a job that made it possible to be clear and focus in its position (Sugiyono, 2018: 53), the researcher had conducted preliminary research to find information 5 on interviews for several informants, namely 10 students to be sampled comprise : 5 people English Literature students from Al Ghifari University and 5 people Management students from STIE STEMBI Bandung (Appendix 1). The following data are the results of preliminary research that the researcher did as in table 1.2 Table 1.2 Preliminary Research No Answer Options Statement Agree Percentage Disagree Percentage 1 Do you agree with the 8 80 % 2 20 % following statement that the good phrases in English airplane company slogans can be an effective advertising objective to inform the consumers. 2 Do you agree with the 5 50 % 5 50 % following statement that the good phrases in English airplane company slogans can be an effective advertising objective to persuade the consumers. 3 Do you agree with the following statement that the 5 50 % 5 50 % good phrases in English airplane company slogans can be an effective advertising objectiveto remind the consumers. Based on the preliminary research results, showed that the informants 80% agreed to the statement that English airplane company slogans is an effective advertising objective to inform the consumers, while the informant disagreed to 6 the statement is 20%. Furthermore, the informant 50% agreed to the statement that English airplane company slogans is an effective advertising objectivefor the company to persuade the consumers, and 50% informants disagreed with the statement. In the same way, the informant 50% agreed to the statement English airplane company slogans is an effective advertising objective to remind the company to consumers, and 50% informants disagreed. Preliminary research will clarify the English airplane company slogans is an effective advertising objective to inform, persuade and remind consumers. Currently there are large airplane companies in Indonesia do not use English slogans to advertise the company's products. In the preliminary study also conducted with literature study to sort out companies that can only use the English slogan. The number of airplane companies in using to the English slogan can give good influence but the other side to improve the company performance, for example: Sriwijaya Air with English Slogan “ Your Flying Partner”. Currently, the number of companies in doing marketing communication activities still use the advertising activities by creating English slogan. The role of English slogan here as a good advertising objective to inform, persuade and remind for customers to the company. In this study the researcher wants to analyze the English slogan changed based on semantic meaning on the phrase or sentence in the airplane slogan. Therefore the title of this study is "The Meaning in English Airplane Company Slogans : Semantic Studies". 7 1.2 Identification of Problem Based on the description of the background of problem and the phenomenon of the research, the researcher can identify the problem as follows. 1. What is the meaning of each English slogan of international and domestic airplane companies in semantic study? 2. What is the purpose of each English slogan of international and domestic airplane companies in semantic study? 1.3 Research Objectives 1. To know the meaning of each English slogan of international and domestic airplane companies in semantic study. 2. To know is the purpose of each English slogan of international and domestic airplane companies in semantic study. 1.4 Research Significances Academically, this research is expected to increase knowledge about the meaning of words, phrases and sentences in English slogans, especially in the aviation industry. The results of this study are expected to be also useful for knowing the meaning of English slogans in semantic study that are usually ambiguous, so that readers can find out the meaning and message contained in the English slogan clearly. Practically, this research is expected to be clarify the understanding of other researchers and readers regarding the presumption and meaning of the English 8 slogan and also to be a reference material for the practitioners of Marketing and Sales. 1.5 Conceptual Frame Work In principle, the frame of thinking put forward some arguments, laws, theories relevant to the problems studied, so as to bring up the assumptions.
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