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Abstract
Creating the Association of Southeast Asian Nations (ASEAN), with its motto, one vision, one identity, and one community, holds an integral role in unifying Southeast Asian countries. With this, there is a need to achieve a united branding. Lerman, Morais, and Luna (2018) elaborate on the importance of being aware of the relationship between language and culture, which aids in creating a brand language that mirrors the culture of their target customers. With this study, brand advertisers can learn the importance of language branding and the differences in the language used to achieve a united ASEAN branding. In understanding ASEAN’s branding, Grey’s Language Style Theory was employed in the different pre-pandemic and post-pandemic tourism slogans, focusing on the syntactic and lexical features using the descriptive method. The study's findings demonstrate that most syntactic forms of post-pandemic slogans have changed from phrases to sentences. It also reveals that most of the post-pandemic slogans used short sentences and simple, colloquial, and imperative language in their syntactic features. Most of the post-pandemic tourism slogans were modified for the lexical features to use simple vocabulary, glamorization, and repetition. Furthermore, the post-pandemic slogans suggest a more enthusiastic ASEAN tourism branding centered on passion, wonder, and love.
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Copyright (c) 2024 Dania Munder
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How to Cite
Munder, D. B. (2024). ASEAN branding: Exploring the language styles of tourism slogans. JOALL (Journal of Applied Linguistics and Literature), 9(2), 376–392. https://doi.org/10.33369/joall.v9i2.34802
References
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Abdi, S., & Irandoust, A. (2013). The importance of advertising slogans and their proper design in brand equity. International Journal of Organizational Leadership. Vol. 2; No. 2; 62-69. DOI: 10.33844/IJOL.2013.60321
Casim, S. (2012). A study of Adjective and adjectival phrases. Research Gate. https://www.researchgate.net/publication/334942302
Grey, D. D. (2008). Language in use. Cambridge University.
Firdausi, M., Yannuar, N., & Basthomi, Y. (2022). Effectiveness of linguistic features for attracting audience: A study of coworking space websites’ headlines. Journal of English Educators Society. https://doi.org/10.21070/jees.v7i1.1647
Hewson, J. (1992). The ideal sentence is a linguistic datum. Journal of Pragmatics. https://doi.org/10.1016/0378-2166(92)90120-Z
Huadhom, N. & Trakulkasemsuk. (2017). Syntactic Analysis of Online Tourism Slogans: Frequency, Forms, and Functions. DOI: https://doi.org/10.58837/chula.pasaa.53.1.7
Jiang, L., Ren, M. (2023). Declarative, Exclamatory, Interrogative, and Imperative Sentences. In: A General Theory of Ancient Chinese. Qizhen Humanities and Social Sciences Library. Springer, Singapore. https://doi.org/10.1007/978-981-16-6042-9_11
Koa, M.R. (2019). An analysis of language styles used in Revlon’s written advertisements. Journal of English Language and Language Teaching. DOI: http://dx.doi.org/10.36597/jellt.v3i1.4483
Kusumawardhani, P & Rakhmanita, A. (2022). A Syntactic Analysis of Noun Phrase through “Hansel and Gretel” Short Story To 1st Semester of Accounting Students at University of Bina Sarana Informatika. International Journal of English and Applied Linguistics. doi.org/10.47709/ijeal.v2i2.150
Leba, S, Usyapanti, R, Butarbutar, R, & Bawawa, M. (2021). Syntactical Analysis of Students’ Writing Paper. Advances in Social Science, Education, and Humanities Research. DOI: https://doi.org/10.2991/assehr.k.211130.077
Luna, D, Lerman, D.B., & Morais, R. (2018). The Language of Branding: Theory, Strategies, and Tactics. Routledge.
Luna, D., Lerman, D., & Perrachio, L.A. (2005). Structural constraints in code-switched advertising. Journal of Consumer Research, 32(3), 416–423. https://doi.org/10.1086/497553
Luqyana, G., & Imperiani, E. D. A. (2021). An analysis of language features in local fashion brands’ advertisements on Instagram. Passage, 9(1), 42-67. DOI: https://doi.org/10.17509/psg.v9i1.32772
Meng, L., & Liu, Y. (2020). A meaning-aware cultural tourism intelligent navigation system based on anticipatory calculation. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2020.611383
Momayezalashjar, E., & Shuraki, F. (2022). Analysis of linguistic features and persuasive techniques used in advertisements of learning a language on social media in Iran. Journal of Studies in Learning and Teaching English. Vol. 11, Issue 2, Ser. 22, 125-163. https://journals.iau.ir/article_697179_3047204f8f2ba1aff77fb5d65894e31f.pdf
Melynda, M (2017). The analysis of the language style used in Maybelline New York`s written advertisements. Skripsi thesis, Sanata Dharma University. http://repository.usd.ac.id/id/eprint/12114
Nordquist, R. (2019). What is Phrase Structure in English Grammar? https://www.thoughtco.com/phrase-structure-grammar-1691509
Permatasari, S & Yulia, M. (2013). An Analysis of the Language Style of the Utterances in Magnum Advertisements. LLT Journal a Journal on Language and Language Teaching. DOI: http://dx.doi.org/10.24071/llt.2013.160104
Pho, H. (2018). Cultural identities of international students in the twenty-first century. The IAFOR International Conference on Global Studies 2018. https://papers.iafor.org/submission42616/
Rahayu, Restu K., et al. (2017). Tourism branding in ASEAN countries. International Conference of ASEAN Golden Anniversary 2017. Brawijaya University, 2017, pp. 165-173. https://www.neliti.com/publications/231170/tourism-branding-in-asean-countries#cite
Rizqiyah, M., Kweldju, S., & Apriana, A. (2020). Language style used in cigarette advertisement. National English Education, Language, and Literature Seminar. http://inggris.sastra.um.ac.id/wp-content/uploads/2021/05/Copy-of-042-P304-Malichatur-Siusana-Aulia..pdf
Rozalina, R. (2020). Language styles of iPhone advertisement slogans. UC Journal: ELT, Linguistics and Literature Journal. https://doi.org/10.24071/uc.v1i2.2960
Sharhan, K., & Al-Abedi, H. (2018). The noun phrase: formal and functional perspectives. International Journal of Language Academy. http://dx.doi.org/10.18033/ijla
Sirisuthikul, V. (2018). Conceptualizing ASEAN tourism brand: Towards a Coopetition Framework. Global Journal of Business Social Sciences Review. DOI: 10.35609/gjbssr.2018.6.4(2)
References
Abdi, S., & Irandoust, A. (2013). The importance of advertising slogans and their proper design in brand equity. International Journal of Organizational Leadership. Vol. 2; No. 2; 62-69. DOI: 10.33844/IJOL.2013.60321
Casim, S. (2012). A study of Adjective and adjectival phrases. Research Gate. https://www.researchgate.net/publication/334942302
Grey, D. D. (2008). Language in use. Cambridge University.
Firdausi, M., Yannuar, N., & Basthomi, Y. (2022). Effectiveness of linguistic features for attracting audience: A study of coworking space websites’ headlines. Journal of English Educators Society. https://doi.org/10.21070/jees.v7i1.1647
Hewson, J. (1992). The ideal sentence is a linguistic datum. Journal of Pragmatics. https://doi.org/10.1016/0378-2166(92)90120-Z
Huadhom, N. & Trakulkasemsuk. (2017). Syntactic Analysis of Online Tourism Slogans: Frequency, Forms, and Functions. DOI: https://doi.org/10.58837/chula.pasaa.53.1.7
Jiang, L., Ren, M. (2023). Declarative, Exclamatory, Interrogative, and Imperative Sentences. In: A General Theory of Ancient Chinese. Qizhen Humanities and Social Sciences Library. Springer, Singapore. https://doi.org/10.1007/978-981-16-6042-9_11
Koa, M.R. (2019). An analysis of language styles used in Revlon’s written advertisements. Journal of English Language and Language Teaching. DOI: http://dx.doi.org/10.36597/jellt.v3i1.4483
Kusumawardhani, P & Rakhmanita, A. (2022). A Syntactic Analysis of Noun Phrase through “Hansel and Gretel” Short Story To 1st Semester of Accounting Students at University of Bina Sarana Informatika. International Journal of English and Applied Linguistics. doi.org/10.47709/ijeal.v2i2.150
Leba, S, Usyapanti, R, Butarbutar, R, & Bawawa, M. (2021). Syntactical Analysis of Students’ Writing Paper. Advances in Social Science, Education, and Humanities Research. DOI: https://doi.org/10.2991/assehr.k.211130.077
Luna, D, Lerman, D.B., & Morais, R. (2018). The Language of Branding: Theory, Strategies, and Tactics. Routledge.
Luna, D., Lerman, D., & Perrachio, L.A. (2005). Structural constraints in code-switched advertising. Journal of Consumer Research, 32(3), 416–423. https://doi.org/10.1086/497553
Luqyana, G., & Imperiani, E. D. A. (2021). An analysis of language features in local fashion brands’ advertisements on Instagram. Passage, 9(1), 42-67. DOI: https://doi.org/10.17509/psg.v9i1.32772
Meng, L., & Liu, Y. (2020). A meaning-aware cultural tourism intelligent navigation system based on anticipatory calculation. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2020.611383
Momayezalashjar, E., & Shuraki, F. (2022). Analysis of linguistic features and persuasive techniques used in advertisements of learning a language on social media in Iran. Journal of Studies in Learning and Teaching English. Vol. 11, Issue 2, Ser. 22, 125-163. https://journals.iau.ir/article_697179_3047204f8f2ba1aff77fb5d65894e31f.pdf
Melynda, M (2017). The analysis of the language style used in Maybelline New York`s written advertisements. Skripsi thesis, Sanata Dharma University. http://repository.usd.ac.id/id/eprint/12114
Nordquist, R. (2019). What is Phrase Structure in English Grammar? https://www.thoughtco.com/phrase-structure-grammar-1691509
Permatasari, S & Yulia, M. (2013). An Analysis of the Language Style of the Utterances in Magnum Advertisements. LLT Journal a Journal on Language and Language Teaching. DOI: http://dx.doi.org/10.24071/llt.2013.160104
Pho, H. (2018). Cultural identities of international students in the twenty-first century. The IAFOR International Conference on Global Studies 2018. https://papers.iafor.org/submission42616/
Rahayu, Restu K., et al. (2017). Tourism branding in ASEAN countries. International Conference of ASEAN Golden Anniversary 2017. Brawijaya University, 2017, pp. 165-173. https://www.neliti.com/publications/231170/tourism-branding-in-asean-countries#cite
Rizqiyah, M., Kweldju, S., & Apriana, A. (2020). Language style used in cigarette advertisement. National English Education, Language, and Literature Seminar. http://inggris.sastra.um.ac.id/wp-content/uploads/2021/05/Copy-of-042-P304-Malichatur-Siusana-Aulia..pdf
Rozalina, R. (2020). Language styles of iPhone advertisement slogans. UC Journal: ELT, Linguistics and Literature Journal. https://doi.org/10.24071/uc.v1i2.2960
Sharhan, K., & Al-Abedi, H. (2018). The noun phrase: formal and functional perspectives. International Journal of Language Academy. http://dx.doi.org/10.18033/ijla
Sirisuthikul, V. (2018). Conceptualizing ASEAN tourism brand: Towards a Coopetition Framework. Global Journal of Business Social Sciences Review. DOI: 10.35609/gjbssr.2018.6.4(2)
Casim, S. (2012). A study of Adjective and adjectival phrases. Research Gate. https://www.researchgate.net/publication/334942302
Grey, D. D. (2008). Language in use. Cambridge University.
Firdausi, M., Yannuar, N., & Basthomi, Y. (2022). Effectiveness of linguistic features for attracting audience: A study of coworking space websites’ headlines. Journal of English Educators Society. https://doi.org/10.21070/jees.v7i1.1647
Hewson, J. (1992). The ideal sentence is a linguistic datum. Journal of Pragmatics. https://doi.org/10.1016/0378-2166(92)90120-Z
Huadhom, N. & Trakulkasemsuk. (2017). Syntactic Analysis of Online Tourism Slogans: Frequency, Forms, and Functions. DOI: https://doi.org/10.58837/chula.pasaa.53.1.7
Jiang, L., Ren, M. (2023). Declarative, Exclamatory, Interrogative, and Imperative Sentences. In: A General Theory of Ancient Chinese. Qizhen Humanities and Social Sciences Library. Springer, Singapore. https://doi.org/10.1007/978-981-16-6042-9_11
Koa, M.R. (2019). An analysis of language styles used in Revlon’s written advertisements. Journal of English Language and Language Teaching. DOI: http://dx.doi.org/10.36597/jellt.v3i1.4483
Kusumawardhani, P & Rakhmanita, A. (2022). A Syntactic Analysis of Noun Phrase through “Hansel and Gretel” Short Story To 1st Semester of Accounting Students at University of Bina Sarana Informatika. International Journal of English and Applied Linguistics. doi.org/10.47709/ijeal.v2i2.150
Leba, S, Usyapanti, R, Butarbutar, R, & Bawawa, M. (2021). Syntactical Analysis of Students’ Writing Paper. Advances in Social Science, Education, and Humanities Research. DOI: https://doi.org/10.2991/assehr.k.211130.077
Luna, D, Lerman, D.B., & Morais, R. (2018). The Language of Branding: Theory, Strategies, and Tactics. Routledge.
Luna, D., Lerman, D., & Perrachio, L.A. (2005). Structural constraints in code-switched advertising. Journal of Consumer Research, 32(3), 416–423. https://doi.org/10.1086/497553
Luqyana, G., & Imperiani, E. D. A. (2021). An analysis of language features in local fashion brands’ advertisements on Instagram. Passage, 9(1), 42-67. DOI: https://doi.org/10.17509/psg.v9i1.32772
Meng, L., & Liu, Y. (2020). A meaning-aware cultural tourism intelligent navigation system based on anticipatory calculation. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2020.611383
Momayezalashjar, E., & Shuraki, F. (2022). Analysis of linguistic features and persuasive techniques used in advertisements of learning a language on social media in Iran. Journal of Studies in Learning and Teaching English. Vol. 11, Issue 2, Ser. 22, 125-163. https://journals.iau.ir/article_697179_3047204f8f2ba1aff77fb5d65894e31f.pdf
Melynda, M (2017). The analysis of the language style used in Maybelline New York`s written advertisements. Skripsi thesis, Sanata Dharma University. http://repository.usd.ac.id/id/eprint/12114
Nordquist, R. (2019). What is Phrase Structure in English Grammar? https://www.thoughtco.com/phrase-structure-grammar-1691509
Permatasari, S & Yulia, M. (2013). An Analysis of the Language Style of the Utterances in Magnum Advertisements. LLT Journal a Journal on Language and Language Teaching. DOI: http://dx.doi.org/10.24071/llt.2013.160104
Pho, H. (2018). Cultural identities of international students in the twenty-first century. The IAFOR International Conference on Global Studies 2018. https://papers.iafor.org/submission42616/
Rahayu, Restu K., et al. (2017). Tourism branding in ASEAN countries. International Conference of ASEAN Golden Anniversary 2017. Brawijaya University, 2017, pp. 165-173. https://www.neliti.com/publications/231170/tourism-branding-in-asean-countries#cite
Rizqiyah, M., Kweldju, S., & Apriana, A. (2020). Language style used in cigarette advertisement. National English Education, Language, and Literature Seminar. http://inggris.sastra.um.ac.id/wp-content/uploads/2021/05/Copy-of-042-P304-Malichatur-Siusana-Aulia..pdf
Rozalina, R. (2020). Language styles of iPhone advertisement slogans. UC Journal: ELT, Linguistics and Literature Journal. https://doi.org/10.24071/uc.v1i2.2960
Sharhan, K., & Al-Abedi, H. (2018). The noun phrase: formal and functional perspectives. International Journal of Language Academy. http://dx.doi.org/10.18033/ijla
Sirisuthikul, V. (2018). Conceptualizing ASEAN tourism brand: Towards a Coopetition Framework. Global Journal of Business Social Sciences Review. DOI: 10.35609/gjbssr.2018.6.4(2)