ENGLISH LOANWORDS AND TRANSLITERATION IN THAI BEAUTY PRODUCT ADVERTISEMENTS
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Abstract
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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