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All Journal Century: Journal of Chinese Language, Literature and Culture k@ta

Setefanus Suprajitno

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Author-ID : 2800651

Languange, Linguistic, Communication & Media

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Packaging Consumption: Stylistic Devices and Persuasive Functions of American and Indonesian Advertising Slogans Gabriella Tiara Utomo; Setefanus Suprajitno
k@ta: A Biannual Publication on the Study of Languange and Literature Vol 20 No 1 (2018): JUNE 2018
Publisher : The English Department, Faculty of Humanities & Creative Industries, Petra Christian University

This study discusses the significance of style in creating indelible and iconic slogans that endures time. In this study, by using qualitative content analysis, I examine the stylistic devices of the ten American and Indonesian food and beverages slogans in order to find out their persuasive functions. In my analysis, I utilize three levels of stylistic analysis: phonological, lexical, and grammatical. My findings show that the most significantly used devices are the devices at the lexical level, then followed by those at grammatical and phonological level. My findings also show five recurring usages of the stylistic devices that help invoke the buying motives within the customers, namely idioms and proverbs, personification, humor, emotional appeal, and imagery. The usages serve a persuasive function by aided in influencing customers into purchasing the goods offered by the brand.

Chinese as a Cultural Capital: The Case Study of Chinese Heritage Language Learners Budi Kurniawan; Setefanus Suprajitno
k@ta: A Biannual Publication on the Study of Languange and Literature Vol. 21 No. 1 (2019): JUNE 2019
Publisher : The English Department, Faculty of Humanities & Creative Industries, Petra Christian University

Chinese language education in Indonesia is closely related to the social, political, and cultural dimensions of the country. The change of power in the country in 1998 affected the development of Chinese language. Since the ban imposed on Chinese language and culture since 1965 was lifted, there have been an increasing number of Chinese language schools. Under the theoretical frameworks of Gardner’s motivational orientations and Bourdieu’s cultural capital, this study explored varied motivations of Chinese Indonesians to learn Chinese, and how their perception of China influenced their efforts in learning the language. Data were obtained through focus group discussions and interviews. The findings showed that integrative and instrumental orientations were found among participants, but due to the learners’ social milieu, instrumentality of Chinese dominated their orientations. The instrumentality of Chinese and the positive perception of China worked together to make Chinese language as a cultural capital for these CHL learners.

Co-Authors Budi Kurniawan Gabriella Tiara Utomo Ong Mia Farao Karsono Stephanie Yvonne Yuli Sartika

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