SLOGANS AND UNIVERSITY'S IMAGE: The Use of English in Universities' Slogans in Developing the Image of The Universities (A Case Study in Private Universities in Bandung, West Java, Indonesia) : Proceeding Of Jogja International Conference On Communication

ABSTRACT Every university has a slogan or tagline which serves for internal purposes; also, the slogan is used as one of the tools to attract prospective students as its consumers. The language used in the slogan of universities in Indonesia varies not only Bahasa Indonesia, but also local languages. Yet, the trend emerging today is the use of foreign languages, especially English, in the universities' slogans. One of the reasons in choosing the language in slogan is for the image development of the universities. This study aims to determine whether the use of English in universities' slogans can develop the image of the universities, whether the prospective students consider the slogan as one factor for attending a particular university. This paper also analyzes whether the use of English in universities' slogans may put at stake the existence of Bahasa Indonesia as the identity of the nation. KEYWORDS: slogan, identity, image of university