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"Language policy is an issue of critical importance in the world today. In this up-to-date introduction, Bernard Spolsky explores many debates at the forefront of language policy: ideas of correctness and bad language, bilingualism and multilingualism, language death and efforts to preserve endangered languages, language choice as a human and civil right and language education policy. Through looking at the language practices, beliefs and management of social groups from families to supranational organizations, he develops a theory of modern national language policy and the major forces controlling it, such as the demands for efficient communication, the pressure for national identity, the attractions of (and resistance to) English as a global language and the growing concern for human and civil rights as they impinge on language. Two central questions asked in this wide-ranging survey are how to recognize language policies, and whether or not language can be managed at all."

"Di era di mana pemasaran digital ada di mana-mana, pasar kecantikan di Indonesia berkembang dengan menarik minat konsumen. Di tengah persaingan iklan yang ramai, merek-merek harus mengeksplorasi strategi untuk mendapatkan dan menghubungkan dengan konsumen. Penelitian ini menyelidiki pengaruh daya tarik empati dan pilihan bahasa terhadap niat pembelian konsumen dalam industri kecantikan di pasar Indonesia. Analisis dilakukan menggunakan Independent T-Test dan ANOVA dua arah pada data dari 209 responden yang layak, bertujuan untuk menilai dampak langsung dan moderasi dari empati dan bahasa terhadap niat pembelian konsumen. Bertentangan dengan hipotesis awal, hasil penelitian mengungkapkan bahwa baik daya tarik empati maupun pilihan bahasa secara independen tidak memberikan pengaruh signifikan terhadap niat pembelian. Hasil temuan menunjukkan bahwa niat pembelian konsumen sedikit lebih rendah saat menggunakan konten berbahasa asing dibandingkan dengan konten berbahasa lokal tanpa daya tarik empati. Namun, ketika menggunakan daya tarik empati, niat pembelian sedikit meningkat baik dalam bahasa lokal maupun asing, menunjukkan bahwa pengaruhnya bervariasi daripada konsisten dalam penelitian ini yang tidak sesuai dengan prediksi. Kesimpulan praktis disajikan dalam sesi diskusi yang luas, bersama dengan pemahaman mengenai potensi implikasi dari temuan penelitian bagi para pemasar, terutama dalam menarik perhatian audiens berdasarkan empati dan bahasa.

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In an era where digital marketing is everywhere, the Indonesian beauty market flourishes by grabbing consumer interests. Amidst the crowded competing advertisements, brands must explore strategies to gain and connect with consumers. This study investigates the effects of empathy appeals and language choice on consumer purchase intention within the beauty industry in the Indonesian market. The analysis, performed using Independent T-Test and two-way ANOVA on data from 209 viable respondents, aimed to assess the direct and moderated impacts of empathy and language on consumer purchase intentions. Contrary to initial hypotheses, the results reveal that neither empathy appeals, nor language choice independently exert significant effects on purchase intentions. The findings showed that customer purchase intentions were slightly lower when using foreign language content compared to local language content without empathy appeals. However, when using empathy appeals, purchase intentions slightly increased in both local and foreign languages, indicating that the effect varied rather than being consistent in this study which is not as predicted. The practical conclusion is presented in a broad discussion session, along with comprehending the potential implications of the research findings for marketers, especially in appealing to an audience based on empathy and language."