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.

Abstract-The essence of names in a multilingualmulticultural nation is as an identity. These names will give a special identity to a person in the development of his/her personality. Selecting names is not merely a ritual dedicated to just-born babies but it is also a hope and a prayer with meaningful denotation. Since Indonesia is called as Muslimmajority nation, the people consider their Islamic traditions completed by some guidelines taught in religious teaching to choose the best names for their children. However, a missing link appears from generation to generation. They consider the form of Arabic names more than local names in order to reflect the Muslim identity. In addition, the uniqueness, complexity of words, and harmony in sound are the other considerations to choose names for their children in this globalization era. The mindset has changed that prestige has more attention than the values in naming practice. The focus of this research is on selecting Indonesian young children names with special reference to identity and socio-cultural changes in the society facing the globalization era. Factors affecting the above such as language, culture, technology, and public figure aspirations can be a considerate attention in evaluating the perception of their mindset in selecting names for their children because this seemingly rises to problems of identity. Besides, the reasons why naming associates with Indonesians' identity identification is investigated in this research. This research is conducted in Daerah Istimewa Yogyakarta (Yogyakarta Special District) which people regard as a miniature of Indonesia where Javanese ethnic groups as the majority live in harmony with other ethnics, even with foreigners. The atmosphere in Yogyakarta is quite dynamic enabling the interspersing of many cultures from the entire of the world.

Politeness is considered to be important in the communication. When thepeople are communicating to one another, they are expected to keep thesocial relationship and do not violate another face or called as facethreatening acts (FTAs). This research investigated the realization ofpoliteness in a drama script entitled �A Doll�s House� by Henrik Ibsen. Itaims to classify the drama conversation parts into some categorizations ofpoliteness and to analyze why they differ in the context. In its nature, theresearch applied qualitative concepts. Two conversation parts in the firstact of the script were chosen to be the objects of the research. Thesequalitative data were then analyzed and categorized using Goffman�scategorizations of Face Threatening Act (FTA): FTA off record and FTA onrecord (with sub-classes: FTA on-baldly, FTA on record-with negativepoliteness, and FTA on record-with positive politeness). From the analyses,it was concluded that there were some parts belonging to FTA off recordand some belonging to the FTA on record with positive politeness. The firstdata analysis explained much about FTA off record. On the contrary, FTAon record with positive politeness was portrayed in the second analysis. Itshows that people tend to save their inter-interlocutors� face by usingindirect request, off record, as far as they understand what the speakerswant to. The on record will work if only the first one does not work.Keywords: Politeness, FTA off-record, FTA-on record

Building a new society can be implemented through cutting the chain of a certain generation. Then, brainwash to younger one will be the powerful weapon to change the face of the society by the authority. This study analyzes the use of perlocutionary acts used by characters in Sirley Jackson's short story, The Lottery, that tells the redaers about the culture of horror expressed by the characters to reshape the face of the society. The descriptive qualitative method was used to investigate the essence of the culture of horror through perlocutionary acts. Besides, the contextual method was also applied to support the meaning of the culture of horror in the form of narration in the short story. The result of this study is that the perlocutionary acts used have 4 out of 5 parts according to the speaker's expression, namely: a) convincing, b) inviting, c) blocking, d) surprising. Then the effects of this perlocutionary act can create a horror effect based on the context, culture, and background of the story.Building a new society can be implemented through cutting the chain of a certaingeneration. Then, brainwash to younger one will be the powerful weapon to changethe face of the society by the authority. This study analyzes the use of perlocutionaryacts used by characters in Sirley Jackson's short story, The Lottery, that tells theredaers about the culture of horror expressed by the characters to reshape the faceof the society. The descriptive qualitative method was used to investigate the essenceof the culture of horror through perlocutionary acts. Besides, the contextual methodwas also applied to support the meaning of the culture of horror in the form ofnarration in the short story. The result of this study is that the perlocutionary actsused have 4 out of 5 parts according to the speaker's expression, namely: a)convincing, b) inviting, c) blocking, d) surprising. Then the effects of thisperlocutionary act can create a horror effect based on the context, culture, andbackground of the story.

By having Twitter for their interaction, users are demanded to express their idea in short-clear-easy to understand tweets. This condition pushes them to formulate every single word to conceptualize their idea as what happens to #success. They must build a tangible explanation of the idea of ‘success’ that is frequently determined by their life experience. This research is aiming to investigate how the users from the entire world associate their thinking about ‘success’. This research used the descriptive qualitative method by having tweets as the main data gained from Twitter during 2018. The data were analysed by using domain analysis attached to Conceptual Metaphor in Cognitive Semantics approach. The discoveries of this investigation are success is book, success is building, success is degree, success is food, success is gift, success is iceberg, success is journey, success is product, success is profession, success is trade, and success is money.