Theoretical Framework REVIEW OF LITERATURE

C. Theoretical Framework

There are eight theories that are presented and used by the present writer in order to help the research. Those theories are theory of word formation, theory of word coinage, theory of noun categories, theory of word borrowing, theory of meaning, Those theories have their own contributions toward this present research. This research has three objectives. The first objective is to find out the forms of brand names. The second objective is to find the pronunciation changes of brand names as the result of word formation process. The third objective is to find the meaning of those brand names. Theory of word formations, word coinages, noun categories, and word borrowing are used to answer the first problem. Those theories are useful since they contribute to bring the understanding about the forms of brand names. Theory of pronunciation and morphophonemic process are used to answer the second problem. By applying theory of pronunciation, the pronunciation of coined words can be checked. The morphophonemic process theory is used to analyze the changes on pronunciation of some brand names because of the word formation process. Theory of meaning, nature of words, and word borrowing are used to answer the third problem. By using those theories, the meaning behind the names of those brands can be analyzed. 20

CHAPTER III METHODOLOGY

This chapter focuses on the description of methodology in this research. There are three main parts in this chapter, which are object of the study, approach of the study, and method of the study. In the object of the study, the writer gives a brief explanation about the data of the research. In the approach of the study, the writer presents the explanation of the approach and why the approach is needed. In the method of the study, this section is divided into two sub parts which are data collection and data analysis. In data collection, the writer explains how to collect the data. Meanwhile, in data analysis, the writer clarifies the steps of analysis to find the answer of the problems.

A. Object of the Study

This research focuses on the morphological process of coined words. It covers the forms, pronunciation, and meanings of words that have been coined. The data are collected from Reader’s Digest magazine February 2014 edition. There are 134 pages, including the cover pages of the magazines. Readers Digest is a monthly published family magazine which articles contains up to date information. The contents of magazine are articles about biographies, facts, jokes, news, health, and true stories. The reason why the writer chooses the magazine is because of the popularity of the magazine that makes many people know the magazine and the simplicity of the sentences that makes all people can read the magazine.