ENGLISH LOANWORDS AND TRANSLITERATION IN THAI BEAUTY PRODUCT ADVERTISEMENTS
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This study examined English loanwords and transliteration in Thai Lancôme product advertisements through a qualitative content analysis of 16 best-selling online product descriptions in December 2023, selected via purposive sampling from products with both English and Thai translations. This study employs Hoffer's (2005) framework to classify English loanwords and Trakulkasemsuk and Tontiwatkul's (2018) framework for English-Thai language adaptation to identify the patterns of transliteration usage in Thai beauty advertisements. The results revealed that transliteration was the primary type of English loanwords used across all sections, including descriptions and benefits (71.50%), ingredients (70.95%), and application instructions (80%). Furthermore, English written in English text was the most frequent pattern of English transliteration observed in all three sections, including descriptions and benefits (40.05%), ingredients (34.46%), and application instructions (48.89%). These findings suggested that Lancôme’s advertising strategically used English loanwords to enhance product appeal while aligning with English transliteration into Thai forms for clarity of Thai people in the product's detail, primarily by preserving the English terms’ original meanings and pronunciations.
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การอนุญาตให้ใช้ข้อความ เนื้อหา รูปภาพ ฯลฯ ของสิ่งพิมพ์ ผู้ใช้รายใดก็ตามที่จะอ่าน ดาวน์โหลด คัดลอก แจกจ่าย พิมพ์ ค้นหา หรือเชื่อมโยงไปยังข้อความทั้งหมดของบทความ รวบรวมข้อมูลสำหรับการจัดทำดัชนี ส่งต่อเป็นข้อมูลไปยังซอฟต์แวร์ หรือใช้เพื่อวัตถุประสงค์ทางกฎหมายอื่นใด แต่ห้ามนำไปใช้ในเชิงพาณิชย์หรือมีเจตนาเอื้อประโยชน์ทางธุรกิจใดๆ เผยแพร่ภายใต้สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบแสดงที่มา-ไม่ใช้เพื่อการค้า (Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License)
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License
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