Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)

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

Authors
Vidyarini Dwita
Corresponding Author
Vidyarini Dwita
Available Online July 2018.
DOI
10.2991/piceeba-18.2018.40How to use a DOI?
Keywords
semiotics in advertising, consumers’ attitude, Indonesian consumer market, global advertising, purchasing decisions
Abstract

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.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)
Series
Advances in Economics, Business and Management Research
Publication Date
July 2018
ISBN
10.2991/piceeba-18.2018.40
ISSN
2352-5428
DOI
10.2991/piceeba-18.2018.40How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

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TY  - CONF
AU  - Vidyarini Dwita
PY  - 2018/07
DA  - 2018/07
TI  - A Review of Semiotics in Advertising and Consumers’ Attitude in the Indonesian Consumer Market
BT  - Proceedings of the First Padang International Conference On Economics Education, Economics, Business and Management, Accounting and Entrepreneurship (PICEEBA 2018)
PB  - Atlantis Press
SP  - 299
EP  - 303
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba-18.2018.40
DO  - 10.2991/piceeba-18.2018.40
ID  - Dwita2018/07
ER  -