Tagline Branding: Trading the Products or Cultural Identities?

DOI

10.2991/iccsr-18.2018.82How to use a DOI?

Keywords

taglines; identity; branding; internet; business

Abstract

Business challenge in terms of marketing experiences a drastic evolution in the tourism city such as Yogyakarta. The rise of various types of tourist spots promoted attractively through internet fascinating the attention of the world directly impacts on how the owners of businesses to make foreign tourists as the target other than domestic ones [1]. Therefore, they are competing to design brands as attractive as possible in the form of taglines known as the soul representing the businesses or products by English. This condition is supported by the local community, especially young people, who are competing to produce taglines of businesses using creative English. However, every place has its own wealth in term of cultural identities resembling to the vernaculars such as Yogyakarta where the local language and all its local wisdom thrive [2]. Yet it is precisely English that is the prime of branding to attract consumers. Slowly but surely people will assume that the local wisdom will not have significant influence to lure consumers to buy. They put the identities in the auction for the sake of businesses. This research concerns on the motivations and social and cultural contacts in defining English taglines. Social factors such as the level of education, experience, easiness to access internet, social status, and others triggering the presence of English taglines. Besides, other cultural contacts in this millennium supporting the fact that English is offering easiness and communicative tools to promote but vernaculars give the people the more valuable, priceless thing that is identity.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ajar Pradika Ananta Tur
AU  - Gibbran Pratishara
PY  - 2018/07
DA  - 2018/07
TI  - Tagline Branding: Trading the Products or Cultural Identities?
BT  - Proceedings of the International Conference of Communication Science Research (ICCSR 2018)
PB  - Atlantis Press
SP  - 374
EP  - 377
SN  - 2352-5398
UR  - https://doi.org/10.2991/iccsr-18.2018.82
DO  - 10.2991/iccsr-18.2018.82
ID  - Tur2018/07
ER  -