SURVEY ON THE SOCIAL IMPACT OF THE USE OF ADVERTISEMENT: IMPLICATIONS FOR ENTREPRENEURSHIP ENGLISH EDUCATION PROGRAM

Abstract

English language has been extensively used for specific purpose of advertising in order to achieve foreign target groups in different parts of the world. To date, however, few researches have studied the use – and consequences – of English in advertisements in Indonesian setting. This study employed descriptive correlational research. The descriptive component of the study revealed that the respondents have a high level of attitude towards English advertisement, brand image, and English ad comprehension. Test of difference showed that age, civil status, level of education, monthly income, and occupation spelled differences on the respondents’ preference towards brand image. While age is factor of difference on the attitude towards online English ads, meanwhile, age, civil status, monthly income and occupation are factors on the perceive level of English comprehension towards the ads. Moreover, the test of relationship showed that high attitude towards English ad tend to increase attitude towards brand image am English comprehension towards the ads. The said findings will appear to substantiate the findings of older impact studies on ads directed at non-English speaking markets in EFL countries, with respect to focus community perceptions and understanding. The practical implications of the study in the context of online business are discussed. This can be assumed that findings in the literature about the beneficial effects in the use of English in marketing ads have been verified and the use of English has contributed to few difficulties in interpreting the intended (non-native) target audience. The results are important for teaching Business English to current and future business communication professionals and advertising experts, and therefore can, in turn, encourage student knowledge of how English is used for business across the world.