The Examining Code Choice and Speech Acts in Six Indonesian Cosmetic Taglines: A Comparative Analysis of Local Authenticity and Global Aspiration Brands
Authors
-
Rafika Hafsari
Universitas Gadjah Mada
-
Suhandano Suhandono
Gadjah Mada University
DOI:
https://doi.org/10.36312/jolls.v6i1.3776Keywords:
Applied linguistics, Brand identity, Code choice, Cosmetic branding, Discourse analysisAbstract
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.
Downloads
References
Ahmad, R. S. N., & Febryanto, M. (2022). Presuppositions in taglines of car advertisements and the implication to language of marketing strategy. Jurnal Bahasa Inggris Terapan, 8(1), 62–70. https://doi.org/10.35313/jbit.v1i1.3585
Amjad, M., & Hashmi, M. A. (2023). Discourse analysis of rhetorical linguistic modes in digital marketing brand slogans for enhancing consumer attraction and engagement: A corpus study. Pakistan Social Sciences Review, 7(3), 153–168. https://doi.org/10.35484/pssr.2023(7-III)13
Apyunita, D., & Afandy, A. (2025). Analisis multimodal teks iklan pembersih wajah “Garnier Men Acnofight.” DEIKTIS: Jurnal Pendidikan Bahasa Dan Sastra, 5(4), 4471–4477. https://doi.org/10.53769/deiktis.v5i4.2170
Atifa Nisa, E., Razia, E. T., Shahid, A., & Sarfraz, Z. (2024). A qualitative analysis of pragmatic presuppositions in taglines used by brands to persuade audiences. Critical Review of Social Sciences and Humanities, 4(1), 17–33. https://journals.gctownship.edu.pk/index.php/crssh/article/view/110
Austin, J. L. (1962). How to do things with words. Oxford University Press.
Brillianta, B., & Setiarini, S. (2022). Construing the textual features, discourse practice and the socio-cultural practice of a Wardah Renew You Series advertisement: A critical discourse analysis. International Journal of Linguistics, Literature and Translation, 5(6), 143–151. https://doi.org/10.32996/ijllt.2022.5.2.3
Choubey, A., & Sharma, M. (2023). Role of brand name in influencing purchase decision: The case of fashion industry. Academy of Marketing Studies Journal, 27(4), 1–9. https://www.abacademies.org/articles/role-of-brand-name-in-influencing-purchase-decision-the-case-of-fashion-industry-16021.html
Fatin, M. A., & Zulfah, S. (2024). Unveiling hidden meanings: A semiotic exploration of Central Java’s Islamic university logos through Peirce’s lens. Journal of Language and Literature Studies, 4(3), 524–543. https://doi.org/10.36312/jolls.v4i3.2076
Giles, H., & Powesland, P. F. (1975). Speech style and social evaluation. Academic Press.
Gustiani, S., Ridhwan, M., & Yusri, Y. (2022). The impact of English on products branding in a non-speaking English area: Customers’ perception. Edukasi: Jurnal Pendidikan Dan Pengajaran, 9(1), 34–50. https://doi.org/10.19109/ejpp.v9i1.10499
Hasan, Z., Naeem, M., Ahmed, S., & Zeerak, S. (2022). Impact of strategic ambiguity tagline on billboard advertising on consumers attention. Market Forces Research Journal, 17(1). https://doi.org/10.51153/mf.v17i1.538
Hashem, T. N., Al-Qeed, M., & Qtaish, R. M. (2024). Brand linguistics: The influence of using local terminology through social media in marketing products on customers’ purchase behavior. Journal of System and Management Sciences, 14(2), 291–309. https://doi.org/10.33168/JSMS.2024.0218
Khazanah, D., Kusumaningputri, R., Sampurna, H., Setiarini, R., & Anam, S. (2023). The ‘face’ of Indonesian cosmetics: Investigating language choices in local brand advertisement boards and consumers’ preferences. Indonesian Journal of EFL and Linguistics, 8(1), 55–66. https://doi.org/10.21462/ijefl.v8i1.579
Khoirunnisaa, S., & Septiana Harti, L. M. (2023). A multimodal discourse analysis of Indonesian beauty product advertisement featuring Korean celebrity on Instagram post. Language Horizon: Journal of Language Studies, 11(1), 1–23. https://doi.org/10.26740/lh.v11n1.p14-23
Mahardika, K. W., & Skolastika, I. M. P. (2024). Illocutionary speech acts of articulating commands in the movie “Marvels”: An analysis of linguistics principles. Journal of Language and Literature Studies, 4(4), 859–870. https://doi.org/10.36312/jolls.v4i4.2398
Moehkardi, R. R. D., Muliawati, N., & Kurniawan, H. (2025). Indonesians’ perceptions of fully and hybrid English brand names: A survey-based study. Notion: Journal of Linguistics, Literature, and Culture, 7(1), 67–84. https://doi.org/10.12928/notion.v7i1.12653
Mustansir, A., Farid, A., & Hussain, M. S. (2024). Use of figurative language in brand taglines: A stylistic analysis. Journal of English Language, Literature and Education, 6, 12–25.
Mustofa, R., Mustofa, A., & Surur, M. (2025). Variations of Arabic-Indonesian translation strategies in automatic machine translation: A comparative study. Journal of Language and Literature Studies, 5(3), 522–540. https://doi.org/10.36312/jolls.v5i3.3075
Niru Sharma. (2022). Representation of women in cosmetic advertisement: A discourse analysis. The Journal of Social Sciences Studies and Research, 2(5), 219–226. http://www.tjsssr.com/index.php/tjsssr/article/view/50
Prakoso, B. A. (2022). Campur kode bahasa Inggris-Indonesia pada iklan produk kosmetik di media sosial. Jurnal Bahasa dan Sastra Indonesia, 11(1), 1–15.
Saeed, L., & Khan, S. I. (2022). Critical discourse analysis of language and visuals in beauty advertisements. Global Digital & Print Media Review, 5(2), 37–43. http://dx.doi.org/10.31703/gdpmr.2022(V-II).04
Searle, J. R. (1969). Speech acts: An essay in the philosophy of language. Cambridge University Press.
Silverstein, M. (1976). Shifters, linguistic categories, and cultural description. In K. H. Basso & H. A. Selby (Eds.), Meaning in anthropology (pp. 11–55). University of New Mexico Press.
Statista. (2024). Beauty & personal care – Indonesia. Retrieved September 16, 2025, from https://www.statista.com/outlook/cmo/beautypersonalcare/indonesia
Sutisna, S., & Rustandi, T. (2023). Brand name language: Is it true that foreign brand names are more qualified, luxurious and modern? International Review of Management and Marketing, 13(3), 9–15. https://doi.org/10.32479/irmm.14231
Wang, T., & Wan, S. (2025). Food product naming: Semiotic aspect. Litera, 2, 392–404. https://doi.org/10.25136/2409-8698.2025.2.72612
Wedayanti, N. P. L., & Sulatri, N. L. P. A. (2023). Discourse dimension analysis of the SK II #Changedestiny series beauty product advertisement. KEMBARA: Journal of Scientific Language Literature and Teaching, 9(2), 512–526. https://doi.org/10.22219/kembara.v9i2.26193
Wijaya, V. (2023). Language in e-business: Gender-based perspectives of male and female beauty products' advertisement on Instagram: The linguistic features and copywriting differences in marketing. Jurnal Manajemen Pemasaran, 17(1), 12–25. https://doi.org/10.1145/3599609.3599614
Yunus, U., & Roselani, N. (2025). Analyzing the discourse on taglines of beauty products in Indonesia. IDEAS: Journal on English Language Teaching and Learning, Linguistics and Literature, 12(2), 2738–2755. https://doi.org/10.24256/ideas.v12i2.5692
Zaib, Z., Shah, S. K., & Mahmood, M. I. (2023). A comparative analysis of Searle’s speech act theory and Cohen’s model: An exploration of the social contexts in which explicit and implicit speech acts are used. Journal of Development and Social Sciences, 4(3), 1223–1236. https://doi.org/10.47205/jdss.2023(4III)114
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Rafika Hafsari, Suhandano Suhandono
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with JOLLS agree to the following terms:
- For all articles published in JOLLS, copyright is retained by the authors. Authors permit the publisher to announce the work with conditions. When the manuscript is accepted for publication, the authors agree to implement a non-exclusive transfer of publishing rights to the journals.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
