and territory names, for example, “There are three Williams in the room” or ”The Virgin Islands have a very beautiful scenery”.
Facebook is a proper noun of a company name as well as a website name. As we know, there is only one Facebook in this world. Facebook refers only to a
social media website founded Mark Zuckerberg. Therefore it makes Facebook as a uncountable noun. It also occurs with all data which are the name of company.
Aspirin is the proper noun and chemical term of pain killers, Frisbee is the name of toy, Concorde is the name of an aircraft, Shaun the Sheep and Winnie the Pooh
are the names of movie characters. Based on the explanation above, the writer finds out that the whole data are the proper nouns and concludes that whole data
are uncountable nouns.
2. Data Presentation Based on the Morphological Forms
There are 27 brand names that are analyzed based on their morphological forms. There are some forms of brand names based on the word-building process
in English, for example:
compounding, affixation, acronym, blending,
abbreviation, backformation, word borrowing, and eponyms. This section tries to analyze the morphological forms of all brand names
that are found. The writer finds eight morphological forms in this research. Below is the analysis.
a. Compounding
The writer finds out that there are seven brand names that undergo the compounding process, which are Facebook, New York Times, Flyin-Saucer, Hula-
Hoops, Blackberry, Parasol, and Reader’s Digest. The data that are found shows
that four data that have characteristics of the two words that are combined belong to the same category: noun + noun. Facebook comes from face + book, Hula-
Hoops comes from Hula a Hawaiian Dance + hoops, New York Times comes from New York city + times, and Reader’s Digest comes from Reader’s +
Digest. Also, there are two words that have the combination between an adjective and noun. Flyin-Saucer is actually from flying adj + saucer n. Blackberry
comes from black adj + berry n.The writer also finds there is a compounding word which is a combination of verb and noun which is Parasol. Parasol comes
from Latin words. It is the combination of word para v means to shield parry and sol n means sun Roe, 2014: 4.
b. Affixation
The writer finds out that there are two brand names that undergo the affixation process. They are Cosmopolitan and Dumpster.
Cosmopolitan, a famous fashion and life style magazine has the root cosmopolite n and suffix –an. Cosmopolitan undergoes derivational affixation
since it changes its syntactic category from noun into adjective and changes the meaning of the word. Turner 2014: 1 stated that cosmopolite is a person who is
sophisticated in outlook and cosmopolitan is the characteristic of a cosmopolite. Below is the tree diagram of Cosmopolitan.
Cosmopolitan Adj
N Af
Cosmopolite -an
Table 3. Tree Diagram of Cosmopolitan Other examples of words with suffix –an that change from noun into
adjective are republican, African, Elizabethan, Puritan and Asian. Since it is a proper name of a magazine, it becomes a noun.
Dumpster undergoes a derivational affixation when it is attached with – ster. When the root dump n is attached with suffix –ster, it changes its meaning,
from a place where a lot of rubbish is taken becomes an American brand name of a mobile dump that is designed to be brought and taken away or be emptied by
garbage truck. Other examples of words with suffix –ster are pranskter, trickster, and gangster. Below is the tree diagram of Dumpster.
Dumpster N
N Af
Dump -ster
Table 4. Tree Diagram of Dumpster
There are also some compounding words before the two words combine and create new words, one part of word undergoes the affixation process. Below is
the analysis. The word Times in New York Times undergoes an inflectional affixation
with suffix –s. It shows the plural form and doesn’t change the syntactic category as a noun. Below is the tree diagram of Times.
Times N
N Af
Time -s
Table 5. Tree Diagram of Times The word Hoops in Hula-Hoops undergoes also undergoes an inflectional
affixation with suffix -s. Like in the word Times before, this suffix shows the plural form. Below is the tree diagram of Hoops
Hoops N
N Af
Hoop -s
Table 6. Tree Diagram of Hoops
Reader’s Digest, when it is separated into two words, Reader’s and Digest, the word Reader’s has two processes of affixation. The first one, when the root
read v is attached with the suffix –er and changes into reader n. This process changes a verb into a noun derivation process. The second process undergoes the
affixation process when the word reader n is attached with suffix –‘s. This suffix is an inflectional one because it appears because of the syntactic
grammatical reason to show the possessiveness. Below is the tree diagram of Readers
Reader’s N
Reader N
V Af
Af
Read -er
-‘s
Table 7. Tree Diagram of Reader’s The second compounding name that undergoes the affixation proces
before the two words combine is Flyin-Saucer. The word Flyin is modified from flying.It was modified just to make it distinctive from other product Elis and
Stim, 2013: 254. When this compounding name is separated into two word, flying and saucer, the word flying undergoes the affixation process. Flyin flying
is a present participle that has function as an adjective because it modifies the
word Saucer n. The stem is fly v and attaches the suffix –ing. Below is the tree diagram of word Flyin Flying
Flyin Flying Adj
V Af
Fly -ing
Table 8. Tree Diagram of Flyin Flying
c. Acronym
