Proceeding of International Conference on Cultures & Languages
The International Conference on Cultures & Languages (ICCL) provides an interdisciplinary forum for scholars, researchers, educators, practitioners, and cultural professionals to examine the dynamic relationships between language, culture, society, identity, knowledge, and technological transformation. The conference welcomes theoretical, empirical, comparative, and interdisciplinary studies that explore how languages and cultures evolve, interact, and contribute to addressing contemporary global challenges. Its scope encompasses research on language and linguistics, literature and cultural studies, language education and pedagogy, translation and interpreting, communication and media, cultural heritage and preservation, anthropology and society, intercultural communication, digital humanities and emerging technologies, globalization and cultural diversity, religious and cultural traditions, creative industries and the arts, multilingualism, migration and identity, indigenous and local knowledge, and language and culture in sustainable development. The conference also encourages innovative research connecting language and cultural studies with education, technology, social transformation, environmental sustainability, and global citizenship. Through interdisciplinary dialogue and international collaboration, ICCL seeks to advance new perspectives on how language and culture can foster mutual understanding, cultural resilience, inclusive knowledge production, and sustainable global communities.
Articles
1 Documents
Search results for
, issue
"285-290"
:
1 Documents
clear
THINK GLOBALLY, ACT LOCALLY! LINGUISTIC AS A PROMOTIONAL STRATEGY BY MULTI-NATIONAL FAST FOOD CHAINS : A CASE OF INDONESIA
Eka Septi Pradani
Vol. 2 No. 1 (2024): Proceeding of International Conference on Cultures & Language 2024 285-290
Publisher :
Show Abstract
|
Download Original
|
Original Source
|
Check in Google Scholar
|
DOI: 10.22515/68q6ks10
This research discusses how international fast food chains employ glocal strategies to promote and localize their brands in Indonesia. International fast food chains primarily utilize advertisements in their target country's language. The aim is to analyze the language used in advertisements on their official Instagram accounts and to examine how local languages are employed during special events in Indonesia. This becomes an important strategy in promoting their products through the incorporation of local languages in advertisements. A qualitative research approach was employed to analyze advertisements and to answer the research questions. The theoretical framework is based on Robertson’s (1980) conceptions of universalizing and particularizing tendencies, and on Fernandez's (2009) theory of 'Cultural Glocality' with a few modifications. The top five international fast food chains, including McDonald's, Dominos, KFC, Burger King, and Pizza Hut, were chosen for this reason. This study analyzed advertisements from January to April 2024. The findings reveal that multinational fast food chains are more popular in Indonesia because of the language they employ in their advertisements to attract and convey their message to their customers. The data analysis reveals that glocal strategies include employing local language(s), code switching, location, cultural/religious events, and language aspects in advertising. Using local language allows them to promote their products while simultaneously localize their brand in Indonesia.