dwita-languageculture-2018.pdf (2.89 MB)
Language, culture and advertising in Indonesia: a study of middle class attitudes and behaviour
thesisposted on 2018-03-08, 00:00 authored by Vidyarini Dwita
This thesis concerned consumer's perception of smartphone advertising slogans in Indonesia, English and mixed Indonesian and English. Findings indicate consumers have a charateristic understanding of English terms used in advertising and use of English strongly affects purchase decisions.The findings suggest the importance of locally produced rather than standardized copy.