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Suhandono, Suhandano
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Education Languange, Linguistic, Communication & Media Other

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The Examining Code Choice and Speech Acts in Six Indonesian Cosmetic Taglines: A Comparative Analysis of Local Authenticity and Global Aspiration Brands Hafsari, Rafika; Suhandono, Suhandano
Journal of Language and Literature Studies Vol. 6 No. 1 (2026): March
Publisher : Lembaga Penelitian dan Pemberdayaan Masyarakat (LITPAM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/jolls.v6i1.3776

Abstract

The intense competition in the Indonesian cosmetics market is a factor in analyzing the linguistic strategies used to compete in this increasingly fierce market. Besides emphasizing product quality, taglines are the primary selling point and consumer attraction. This phenomenon has created two situations. Firstly brands that initially emphasized history and local culture have shifted to adopting foreign languages ​​in their taglines. Secondly local brands that directly adopting foreign languages, not only in their brand names but also in their taglines. The methodology used in this research is a comparative discourse. That focuses on three core elements (the choice of language code, its function (indexicality), and its speech acts). This study consists of six brand taglines and 12 product taglines. All were collected from Instagram and e-commerce platforms in June 2025. The data were classified into two groups: 'Local Authenticity' (Sariayu, Mustika Ratu, Viva) and 'Global Aspiration' (Somethinc, Scarlett, Make Over). The findings of this study indicate that the 'Local Authenticity' group predominantly uses Indonesian in 55.56% of their taglines. This group is also dominant in assertive actions to index the values ​​of trust and practicality.In contrast, ‘Global Aspiration’ group favored English in 77,78% of cases, predominantly using assertive and expressive act to build an identity indexing global trends and innovation. The conclusion of this study confirms that the choice of language in a beauty product tagline is a fundamental strategic step in market segmentation and building a brand identity that aligns with target consumers in the digital age. This provides brand writers and marketers with actionable insights into strategically indexing language codes to align brand identity with target market expectations.
The Examining Code Choice and Speech Acts in Six Indonesian Cosmetic Taglines: A Comparative Analysis of Local Authenticity and Global Aspiration Brands Hafsari, Rafika; Suhandono, Suhandano
Journal of Language and Literature Studies Vol. 6 No. 1 (2026): March
Publisher : Lembaga Penelitian dan Pemberdayaan Masyarakat (LITPAM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/jolls.v6i1.3776

Abstract

The intense competition in the Indonesian cosmetics market is a factor in analyzing the linguistic strategies used to compete in this increasingly fierce market. Besides emphasizing product quality, taglines are the primary selling point and consumer attraction. This phenomenon has created two situations. Firstly brands that initially emphasized history and local culture have shifted to adopting foreign languages ​​in their taglines. Secondly local brands that directly adopting foreign languages, not only in their brand names but also in their taglines. The methodology used in this research is a comparative discourse. That focuses on three core elements (the choice of language code, its function (indexicality), and its speech acts). This study consists of six brand taglines and 12 product taglines. All were collected from Instagram and e-commerce platforms in June 2025. The data were classified into two groups: 'Local Authenticity' (Sariayu, Mustika Ratu, Viva) and 'Global Aspiration' (Somethinc, Scarlett, Make Over). The findings of this study indicate that the 'Local Authenticity' group predominantly uses Indonesian in 55.56% of their taglines. This group is also dominant in assertive actions to index the values ​​of trust and practicality.In contrast, ‘Global Aspiration’ group favored English in 77,78% of cases, predominantly using assertive and expressive act to build an identity indexing global trends and innovation. The conclusion of this study confirms that the choice of language in a beauty product tagline is a fundamental strategic step in market segmentation and building a brand identity that aligns with target consumers in the digital age. This provides brand writers and marketers with actionable insights into strategically indexing language codes to align brand identity with target market expectations.
Verb Forms and Transitivity in Indonesian and English Online Recipe Discourse: A Corpus Linguistic Study Argandari, Rozana; Suhandono, Suhandano
Journal of Language and Literature Studies Vol. 6 No. 3 (2026): September
Publisher : Lembaga Penelitian dan Pemberdayaan Masyarakat (LITPAM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36312/jolls.v6i3.5036

Abstract

This study examines verb forms and grammatical and semantic transitivity in Indonesian and English cooking recipe recipe discourse through a comparative corpus linguistic approach. The study uses a balanced corpus of 500 cooking recipes, comprising 250 Indonesian recipes from Dapur Umami and 250 English recipes from Jamie Oliver. The analysis focuses on the morphological forms of verbs, their grammatical and semantic transitivity, argument realization, and their functions in organizing procedural actions. The recipe texts were collected between 25 July 2025 and March 2026, converted into plain text format, and processed using AntConc. Verb occurrences were identified through Keyword in Context (KWIC) concordance searches, manually verified, and classified according to morphological form, grammatical transitivity, and semantic function. Frequency counts and percentage distrubutions were calculated to facilitate cross-linguistic comparison, while concordance lines were qualitatively interpreted within their procedural contexts. The fndings indicate that Indonesian and English recipes share the same procedural communicative purpose but employ different linguistic resources to encode cooking actions. Indonesian recipes show extensive use of derivational morphology, including affixation and reduplication, while English recipes predominantly use base-form verbs in imperative constructions as well as inflectional forms such as present and pasr participles. In terms of transitivity, both corpora contain transitive and intransitive constructions, but their realization differs in relation to verb morphology, argument structure, and syntactic resources used to organize procedural actions, participants, and resulting states. 
Co-Authors Argandari, Rozana Hafsari, Rafika