INDONESIAN LANGUAGE IS THE MOST LANGUAGE USED ON ADVERTISEMENTS IN MEDAN

This research is discussing about the language that is used most in the names of advertisements on certain areas in Medan. In this era of globalization, many Indonesian people are already good in English, as English as a global language, so it is found some people use English in their activities. Many people use English for the names of their shops, restaurants, hotels, etc. as their advertisement to attract people to get their products. The writer is interested to know about the most language used in some certain areas in Medan. There are some purposes of this research. They are to get the certainty about the percent of Indonesian language usage on advertisements’ names; to get the certainty about the percent of English language usage on advertisements’ names; to get the certainty about the percent of both Indonesian language usage and English language usage on the same advertisements’ names. Here the writer found some results that there are advertisements that using Indonesian language, and some of them using English language and the rest are using both languages they are English language and Indonesian language. The writer is very happy for the result of this research that most of Medan people use Indonesian language for their advertisements.


INTRODUCTION
Humans are social beings who are always in touch with each other. Language is a human tool for communication. So language has play very important role in our life as a vital part of human connection. There are some characters of language. Language is expressive; it is expressing feelings, thoughts, observations, and needs. Language is also powerful. It expresses our identities. Language affects our credibility. It is a means of control. Language is fun.
Language is dynamic. Language is relational. It can make us united and it can make us apart.
Indonesia is a great country. Indonesia has its own national language that is Bahasa Indonesia. Bahasa Indonesia is known to have two positions, namely as the national language, and the state language. In its position as the national language the function of Indonesian is as a symbol of national pride, national identity, means of communication between citizens, between regions and between cultures, as well as means of unifying ethnicity, culture and language in the archipelago. Whereas in its position as the state language, the function of Bahasa Indonesia is as the official state language, the language of instruction for education, a means of national level communication and a means of developing culture, science and technology.
In this era of globalization, many Indonesians are already good at using foreign languages. Among the many foreign languages, as an international language, English is the language most widely used by Indonesians as a foreign language; as David Crystal said that English is a global language. Writing in foreign languages as landscape is common in Indonesia.
Many people in Indonesia use foreign languages for the names of shops, restaurants, offices, studios, banners and others.
Medan is a capital of north Sumatera, the third biggest city in Indonesia. 3. To get the certainty about the percent of both Indonesian language usage and English usage on the same advertisements' names.

THEORETICAL FRAMEWORK
There are several definitions of advertising according to experts.

Based on the big Indonesian dictionary. (KBBI)
Advertising is news or messages to encourage, persuade the general public to be interested in the goods and services offered, notification to the public regarding goods or services being sold, posted in the mass media (such as newspapers and magazines) or in public places.
According to Kriyantono (2008) Suggests that advertising is a form of non personal communication that sells messages persuasively from clear sponsors in order to influence people to buy products buy products by paying fees for the media used.
According to Gilson and Berkman (1980) According to them, advertising is a persuasive communication medium designed in such a way as to generate response and helps achieve marketing objectives or marketing purposes.
According to them, advertising is a persuasive communication medium designed in such a way as to generate response and helps achieve marketing objectives or marketing purposes.
According to Wright (1978) He argues about advertising that advertising is a communication process that has very important strengths as a marketing tool that is very helpful in selling goods, providing services and ideas through certain channels in the form of persuasive information.

Variety of advertising languages
There are several kinds of advertising languages that can be used to provide information and at the same time persuade the audience, including: Persuasion is a major factor in the practice of integrated marketing communications The persuasive effect of advertising messages is determined not only by what is said but also by how the messages are conveyed. The delivery of advertising messages generally uses adjectives, adverbs, hyperbole styles, neologisms, phrases, short sentences, euphemisms, and others.
Adjectives are commonly used by advertisers to form brands because they can convey moods and emotions. Adjectives are the imaginary elements of a brand and what make a brand more famous than a product.

Use innovative language.
When formulating an advertising campaign, advertisers should consider using innovative language as a way of dealing with intense competition. This is so that the advertisements created have more value than competitors' ads so that they attract the attention of the public.
Innovation in the language of advertising is need given the social changes that occur so fast and have an impact on the language used. Increasing new vocabulary of new terms that are popular in society needs to be addressed wisely by advertisers.
Advertisers can adapt or adapt the language of advertising to suit the changes that are happening in order to stay connected with the audience.

Strong language
Strong language in advertising refers to language that has enormous power to change the opinions the actions of the audience.
So that advertisers can influence others to act as desired, advertisers can use words accompanied by colors and images that can play with audience emotions such as creating fear, hope, desire, awareness, guilt, and self confidence.
Creating advertising appeal.
In advertising, there is the term advertising appeal or ad appeal which refers to statements designed to motivate someone to take certain actions. The attractiveness of advertisements made by advertisers should focus on the motives of consumers to buy the products or services offered.
The attractiveness of a good advertisement is generally characterized by several important things, namely communicative, contains a good theme, is different from others, and is interesting, trustworthy, and complete. The attractiveness of advertising that is widely used in advertising is emotional appeal, intellectual attraction, human instinct appeal, physical attractiveness, positive appeal, and negative appeal.

RESEARCH METHODOLOGY
This research is conducted by applying qualitative and quantitative method. Qualitative methods seek to understand and interpret the meaning of an event of human behavior interaction in a particular situation according to the perspective of the researcher himself. Research using qualitative research aims to understand the object under study in depth. The quantitative method is conducted from primer data. The primer data is data that directly collected by the researcher to conduct the research from the first source. The research was conducted on some streets in Medan where the writer take the pictures of advertisements' names and in the writer's house that is located at Tanjung Sari, Medan. This research was done for 7 days. It took some days for taking pictures along Setia Budi Street, and Gagak Hitam Street where the writer had to stop at many places to take the pictures of advertisements from some kinds of shops, restaurants, and hotels. The writer could not do this in one day. She spent 5 days only for taking pictures of the advertisement. Because whenever she took the pictures through the car, she failed. The driver drove so fast so the pictures were always blur. The writer even hired a pedicab for taking pictures. But when she was in pedicab, the man who drove the pedicab drove it fast too. So again she failed to take the pictures. Then the writer decided to take the pictures by herself on the street. She stopped many times in some certain places and stood up in front of the shops or the objects that she wanted to take the pictures of shops 'advertisements. This way she could get the pictures of advertisements' names clearly and happily.
The subject of this research is the language usage that is used in the names of advertisements of some kinds of shops and restaurants and hotels on Jalan Setia Budi and Jalan Gagak Hitam Medan. The object of the study was the names of advertisements around Jalan Setiabudi and Jalan Gagak Hitam. In this step, the writer conducted the real observation.
The writer notes the names of advertisements pictures of some kinds of shops and restaurants and hotels. Then the writer wrote all the names of advertisements from the pictures that she just had from camera. After that the writer identified the languages that are used in all advertisements. Finally, she found 3 kinds of different languages that are used in the advertisements. Then she put them into tables, to show the differences among these 3 kinds of languages that are used in all advertisements. There are some advertisements written in Indonesian language, there are some advertisements written in English, and there are some advertisements written in Indonesian language and English.
The writer analyzed the data as follows: a) Identifying the kind of languages that are used in the advertisements. b) Classifying each of advertisements based on the language. c) Analyzing the data. d) Concluding the analysis.

= 100%
In which: P : The percentage of advertisement that use certain language such as Indonesian language or English or mix between Indonesian language and English.

CONCLUSIONS
1) Bahasa Indonesia/Indonesian language is still most language used in advertisements' name in Medan.
2) Many Medan people love to use English for their communication in this case they love to use English for the names of their advertisements.
3) Some of Medan people even use two kinds of languages in the same advertisement; they are Bahasa Indonesia and English.

4) Indonesia has hundreds of local languages. And English as an International language is
growing fast for Indonesian people.
5) The writer believes that Bahasa Indonesia will be dominant in Indonesia forever. Bahasa Indonesia as a lingua franca and national language is very strong in the heart and mind of most people in Indonesia. Although many people use English, it does not mean they forget Indonesian language, and they do not look down on Bahasa Indonesia. 6) They use English because they thing English is more attractive to people who see and read the English advertisement, so that there is guaranteed that the goods will be sold easily and well. 7) Many people think that advertisements which are written in English is guaranteed best in quality and service and satisfied.
8) Many people think that advertisements which are written in English are easy to invite consumers and buyers so that they trust the goods that are selling because it would be guaranteed best, popular, and has prestige, and dignity.

Suggestions
1) The writer suggests to all people in Indonesia especially in Medan, to use and respect our national language that is Bahasa Indonesia.
2) We have to make Bahasa Indonesia to be alive by using it and be proud of Indonesian language in our daily life and our activities as our tool for communication.
3) We can use foreign languages in certain occasions, but we have to put Indonesian language as our identity and integrity by using it in everyday activities.