B. Problem Formulation
In order to get deeper understanding to the research, there are three problems that are formulated as follows:
1. What are the forms of brand names that are found in Reader’s Digest magazine February 2014 edition?
2. What are the changes of the pronunciation of brand names as a result of the word formation process?
3. What are the meanings of those brand names?
C. Objective of the Study
Based on problem formulation, there are three objectives in the research. The first objective is to analyze the forms of brand names. There are two types of
forms that are analyzed in this study. First, to identify the form based on the countability of the words; whether the words are countable or uncountable.
Second is to identify the forms based on the word formation process. The second objective is to identify the changes in pronunciation affected by the word
formation process. And the third objective is to know the meanings of brand names.
D. Definition of Terms
1. Definition of Morphology
Morphology, according Aranoff and Fudeman 2010: 2, is the branch of linguistics that deals with words, their internal structure, and how they are formed.
For instance, the word chair cannot be broken down into any meaningful parts. In contrast, the word chairs is made up from two parts, the word book and a plural
ending-s.
2. Morpheme
A morpheme is the minimal unit of language. It is thus an arbitrary union of a sound and a meaning that cannot be further analyzed Fromkin et. al, 2000:
76. A morpheme carries information about the function and meaning.
3. Stem
A stem is the base to which one or more affixes are attached to create a more complex form that may be another stem or a word Fromkin et. al, 2000:
595. It means that a stem can be combined into another stem or morpheme to create a new word.
4. Word
Hornby 2000: 1374 stated that a word is a sound or group of sounds that expresses a meaning and forms an independent unit of a language. It means that
the characteristic of a word is that it must contain the meaning.
5. Word Coinage
Yule 2006: 53 stated that word coinage is the word formation process in which a new word is created either
deliberately or accidentally without using the other word formation processes and often from seemingly nothing. This is a very rare and
uncommon method to create new words, but in the media, people try to outdo each other with more and better words to name their products. Often
these trademark names are adopted by the masses and they become everyday words of language.
Word coinage refers to extension of a name of a product from a specific reference to a more general one. And in some cases, the meaning of these words is
broadened. For example, Kodak is adopted as the trademark term and often replaces the standard terms, in this example, camera, Xerox refers to the
photocopy machine, and Honda refers to the motorcycle.
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CHAPTER II REVIEW OF LITERATURE
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