Globalizing Asia: The Role of ELF

Dukut, Ekawati Marhaenny (2008) Globalizing Asia: The Role of ELF. 6 . 6th AsiaTEFL-TEFLIN INTERNATIONAL CONFERENCE, Sanur Paradise Plaza Hotel.

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Abstract

In the era Of globalization where electronic media takes on a rapid and various pace, the effect of advertising towards a consumer's decision-making is unavoidable. Advertising, which transmits messages with certain codes that will be perceived and interpreted differently by its readers, has become a successful form of marketing communication. Some researchers say that in promoting its goods, services, and ideas; advertising has intellectual methods that readers do not see it as a manipulative agent towards the development cf one's cultural understanding. With this in mind as literature teachers, I believe we can help our students to read advertisements more critically. Students could be taught how to crack the hidden codes of advertising intellectually. One way is to train them in exercising semiotics as a tissue of codes that form the universal culture of advertisements. This way, students can appreciate why certain codes of life that is implanted in advertisements may be appropriate but at the same time needs to be avoided to ensure the development of a positive understanding Of their original culture. Keywords: globalization, culture, code of life. semiotics, advertisements

Item Type: Book
Subjects: 400 Language > 420 English & Old English language
Divisions: Faculty of Language and Art > Department of English Literature
Depositing User: Ms Ekawati Marhaenny Dukut
Date Deposited: 30 Aug 2018 03:11
Last Modified: 30 Aug 2018 03:11
URI: http://repository.unika.ac.id/id/eprint/16859

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