Brand names found in Reader`s Digest Magazine February 2014 Edition.

xiii ABSTRACT

SITUMORANG, JOHANNES, P. Brand Names Found in Reader's Digest Magazine February 2014 Edition. Yogyakarta: Department of English Letters, Faculty of Letters, Sanata Dharma University, 2014.

Mass media, such as magazines, influences the development of a language. They change the language of people by introducing new vocabularies from the articles they write. One of new vocabularies which they introduce are brand names. Brand names refer to the names of the products or trademarks which are created by the companies to attract the costumers..

This research analyzes the brand names found in Reader's Digest magazine February 2014 edition. The popularity of the magazine and the simplicity of the sentences in its articles are the reason why the writer decides to choose this magazine to collect the data. In order to get deeper analysis, the writer formulates three problems as followed: 1.What are the forms of brand names that are found in Reader’s Digest magazine? 2. What are the changes of the pronunciation of brand names because of the word formation? 3. What are the meanings of brand names?

There are 27 words which are collected from the magazine. Those words are analyzed by using morphological approach since this research focuses on the internal structure of words.

From the analysis of noun category, the writer finds all brand names are uncountable. From the analysis of morphological forms, there are seven brand names derived from compounding process. The writer finds two brand names created from affixation process. There is one acronym. There are two brand names comes from blending process. The writer finds one from conversion process. There are two created from onomatopoeia process. The writer finds eight brand names created from eponyms process. There is one brand name created from word borrowing process. Last, there is one brand created by cranberry morpheme process. From the analysis of pronunciation changes, the writer finds out two brand names which the pronunciations change. The rests remain. From analysis of the meanings, there are eight words which meanings are derived from the meaning change process. The writer finds two brand names which meanings are taken from the affixation process. Four brand names which meanings are taken from the word borrowing process. There are nine brand names which meanings are derived from the name of a person, a place, or a thing. Last, there are four brand names which meanings are derived from the other sources.

xiv ABSTRAK

SITUMORANG, JOHANNES, P. Brand Names Found in Reader's Digest Magazine February 2014 Edition. Yogyakarta: Program Studi Sastra Inggris, Fakultas Sastra, Universitas Sanata Dharma, 2014.

Media massa, seperti majalah, mempengaruhi perkembangan suatu bahasa. Mereka mengubah bahasa dengan mengenalkan kosa kata baru dalam artikel artikel yang mereka tulis. Salah satu kosa kata baru tersebut adalah nama nama brand. Nama brand merujuk pada nama produk atau trademark yang dibuat oleh peusahaan - perusahaan untuk menarik minat pelanggan.

Riset ini menganalisis nama brand yang ditemukan pada majalah Reader Digest edisi Februari 2014. Popularitas majalah dan kesederhanaan kalimat-kalimat dalam artikel-artikelnya menjadi alasan penulis memilih majalah ini untuk mengkoleksi data. Untuk mendapatkan analisis yang lebih dalam, penulis memformulasikan tiga masalah sebagai berikut: 1. Apa saja bentuk bentuk dari nama - nama brand yang ditemukan dalam majalah Reader’s Digest? 2. Apa saja perubahan pengucapan pada nama - nama brand karena proses pembentukan kata. 3. Apa makna dari nama - nama brand tersebut?

Ada 27 kata yang dikumpulkan dari majalah. Kata tersebut dianalisis menggunakan pendekatan morfologikal karena riset ini berfokus pada struktur internal dari kata kata.

Dari analisis kategori kata benda, penulis menemukan semua kata koin tidak dapat dihitung. Dari analisis bentuk morfologikalnya, ada tujuh nama brand yang terbentuk dari proses kata majemuk. Penulis menemukan dua nama brand berasal dari proses afiksasi. Ada satu akronim. Ada tiga nama brand yang terbentuk melalu proses kata campuran. Penulis menemukan satu nama brand berasal dari proses konversi kata. Ada dua nama brand dibentuk dari proses onomatopoeia. Penulis menemukan delapan nama brand dibentuk dari proses eponim., ada satu nama brand berasal dari proses peminjaman kata. Ada satu nama brand terbentuk dari proses cranberry morfem. Dari analisis perubahan pengucapan, penulis menemukan ada dua brand yang pengucapannya berubah. Sisanya tetap. Dari analisis makna, ada delapan nama brand yang maknanya berasal dari proses perubahan makna. Penulis menemukan dua nama brand yang maknanya berasal dari proses afiksasi. Empat nama brand yang maknanya berasal dari proses peminjaman kata. Ada sembilan nama brand yang maknanya berasal dari nama orang, tempat, atau benda. Terakhir, ada empat nama brand yang maknanya berasal dari sumber lain.

BRAND NAMES FOUND INREADER'S DIGESTMAGAZINE

FEBRUARY 2014 EDITION

AN UNDERGRADUATE THESIS

Presented as Partial Fulfillment of the Requirements For the Degree ofSarjana Sastra

in English Letter

By

JOHANNES P. SITUMORANG

Student Number: 104214001

ENGLISH LETTERS STUDY PROGRAM DEPARTMENT OF ENGLISH LETTER

FACULTY OF LETTERS SANATA DHARMA UNIVERSITY

YOGYAKARTA 2014

ii

BRAND NAMES FOUND INREADER'S DIGESTMAGAZINE FEBRUARY 2014 EDITION

AN UNDERGRADUATE THESIS

Presented as Partial Fulfillment of the Requirements For the Degree ofSarjana Sastra

in English Letter

By

JOHANNES P. SITUMORANG Student Number: 104214001

ENGLISH LETTERS STUDY PROGRAM DEPARTMENT OF ENGLISH LETTER

FACULTY OF LETTERS SANATA DHARMA UNIVERSITY

YOGYAKARTA 2014

iii

ASarjana SastraUndergraduate Thesis

BRAND NAMES FOUND INREADER'S DIGESTMAGAZINE FEBRUARY 2014 EDITION

By

JOHANNES P. SITUMORANG Student Number: 104214001

Approved by:

Dr. B. Ria Lestari, M. Sc. November 6, 2014

Advisor

Adventina Putranti, S. S., M. Hum. November 6, 2014 Co-Advisor

iv

ASarjana SastraUndergraduate Thesis

BRAND NAMES FOUND INREADER'S DIGESTMAGAZINE FEBRUARY 2014 EDITION

By

JOHANNES P. SITUMORANG Student Number: 104214001

Defended before the Board of Examiners On November 28, 2014

and Declared Acceptable

BOARD OF EXAMINERS

Name Signature

Chairperson : Dr. F. X. Siswadi, M. A. ………. Secretary : Dra. A. B. Sri Mulyani, M. A., Ph. D. .……… Member 1 : Dr. Fr. B. Alip, M. Pd.., M. A. ………. Member 2 : Dr. B. Ria Lestari, M. Sc. ………. Member 3 : Adventina Putranti, S. S., M. Hum. ……….

Yogyakarta, November 28, 2014 Faculty of Letters Sanata Dharma University

Dean

v

STATEMENT OF ORIGINALITY

I certify that this undergraduate thesis contains no material which has been previously submitted for the award of any other degree at any university, and that, to the best of my knowledge, this undergraduate thesis contains no material previously written by any other person excepts where due reference is made in the text of undergraduate thesis.

Yogyakarta, November 6, 2014

vi

LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH UNTUK KEPENTINGAN AKADEMIS

Yang bertanda tangan di bawah ini, saya mahasiswa Universitas Sanata Dharma Nama : Johannes P. Situmorang

Nomor Mahasiswa : 104214001

Demi Pengembangan ilmu pengetahuan, saya memberikan kepada Perpustakaan Universitas Sanata Dharma karya ilmiah saya yang berjudul

BRAND NAMES FOUND INREADER'S DIGESTMAGAZINE FEBRUARY 2014 EDITION

beserta perangkat yang diperlukan (bila ada). Dengan demikian saya memberikan kepada Perpustakaan Universitas Sanata Dharma hak untuk menyimpan, mengalihkan dalam bentuk media lain, mengelolanya dalam bentuk pangkalan data, mendistribusikan secara terbatas, dan meminta ijin kepada saya maupun memberikan royalti kepada saya selama tetap mencantumkan nama saya sebagai penulis.

Demikian pernyataan ini saya buat dengan sebenarnya.

Dibuat di Yogyakarta

Pada tanggal 6 November 2014 Yang menyatakan

vii

"I never had a policy; I have

just tried to do my very

best each and every day."

viii

This Undergraduate Thesis Is Dedicated to

My Beloved Mother and Brother

and

ix

ACKNOWLEDGEMENTS

First of all, I am indebted to Jesus Christ for giving me uncountable blessings. He continues to bless me even though I am a sinner.

I would like to thank my mother for supporting and guiding me. I thank her for her prayers and love.

I would like to thank Dr. B. Ria Lestari, M. Sc. for the suggestion, advices, and patience on guiding me to write my undergraduate thesis.

I would like to thank Adventina Putranti, S. S., M. Hum. for the suggestion, advices, and correction on my undergraduate thesis.

I would like to thank Dr. Fr. B. Alip, M. Pd., M. A. for giving me some suggestion, correction, and advices to make my undergraduate better.

I would also like to thank all lecturers of English Department for guiding me during my study in Sanata Dharma University.

I would like to thank all staff of Sanata Dharma University, especially the library staff for accommodating me to find reliable sources for my undergraduate thesis.

I would like to thank Mr. F.X. Sugiharto for giving me a shelter to study in Yogyakarta. I would like also to thank my boarding house mates for accompanying me for the last three years.

I would like to thank my English Letter Department friends for supporting and befriending me. I thank them all for their support and care.

x

TABLE OF CONTENTS

TITLE PAGE ……… ii

APPROVAL PAGE ……… iii

ACCEPTANCE PAGE ………. iv

LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI ILMIAH … v STATEMENT OF ORIGINALITY ……… vi

MOTTO ……… vii

DEDICATION PAGE ………... viii

ACKNOWLEDGEMENTS ……… ix

TABLE OF CONTENTS ………. x

LIST OF TABLES ……… xii

ABSTRACT ………. xiii

ABSTRAK ……… xiv

CHAPTER 1: INTRODUCTION ………. 1

A. Background of the Study ……… 1

B. Problem Formulation ……… 3

C. Objective of the Study ……….. 4

D. Definition of Terms ………. 4

CHAPTER II: REVIEW OF STUDIES……… 7

A. Review of Related Studies ……… 7

B. Review of Related Theories ……… 9

C. Theoretical Framework ………. 19

CHAPTER III: METHODOLOGY……… 20

A. Object of the Study ……….. 20

B. Approach of the Study ………. 21

C. Method of the Study ……… 21

1. Data Collection ……… 21

2. Data Analysis ……….. 21

CHAPTER IV: ANALYSIS ………. 23

A. Forms of Brand Names ……….. 23

1. Based on Noun Categories ……… 23

2. Based on Morphological Forms ……….. 25

a. Compounding ………. 25

b. Affixation ……… 26

c. Acronym ………. 30

d. Blending ……….. 30

e. Conversion ……… 31

f. Onomatopoeia ……… 31

g. Eponyms ……… 32

h. Word Borrowing ……….. 34

xi

B. The Change of Pronounciation of the Words ….……… 34

1. Without Change ……… 35

2. With Changes ……….. 36

C. The Meaning of Brand Names .……… 37

1. Derived from Meaning Change ……….. 39

a. Facebook .……… 39

b. Twitter .……….. 39

c. Reader's Digest ………. 40

d. Blackberry ……….. 40

e. Time .……… 40

f. i-Pad ……… 41

g. Flyin-Saucer …..……….. 41

h. New York Times ……… 42

2. Derived from Affixation Process ……… 42

a. Dumpster …..………. 42

b. Cosmopolitan ………. 42

3. Derived from Word Borrowing Process ……… 43

a. Parasol ……….. 43

, b. Hula-Hoops ……… 43

c. Concorde ………. 44

d. Aspirin ..………. 44

4. Derived from Persons, Things, and Places Name ………… 44

a. Polo ………. 44

b. Shaun the Sheep ……… 45

c. Winnie the Pooh ……..……….. 45

d. Lacoste ……….……….. 46

e. Frisbee ………... 46

f. Apollo 7 ……… 46

g. Armani ..……….. 46

h. Prada ……….. 46

i. Thai ……….. 46

5. Derived from Other Sources ………. 47

a. Instagram ……….. 47

b. Wham-O ……… 47

c. NASA ……….. 47

d. Actifed ……….. 48

CHAPTER V: CONCLUSION……… 49

BIBLIOGRAPHY ……… 51

APPENDICES ……….. 55

Appendix 1: Data Collection of Coined Words ……… 55

xii

LIST OF TABLES

Table Title Page

1 Data of Brand Names 24

2 Common vs. Proper Noun 24

3 Tree Diagram ofCosmopolitan 27

4 Tree Diagram ofDumpster 27

5 Tree Diagram ofTimes 28

6 Tree Diagram ofHoops 28

7 Tree Diagram ofReader's 29

8 Tree Diagram ofFlyin (Flying) 30

xiii ABSTRACT

SITUMORANG, JOHANNES, P. Brand Names Found in Reader's Digest Magazine February 2014 Edition. Yogyakarta: Department of English Letters, Faculty of Letters, Sanata Dharma University, 2014.

Mass media, such as magazines, influences the development of a language. They change the language of people by introducing new vocabularies from the articles they write. One of new vocabularies which they introduce are brand names. Brand names refer to the names of the products or trademarks which are created by the companies to attract the costumers..

This research analyzes the brand names found in Reader's Digest magazine February 2014 edition. The popularity of the magazine and the simplicity of the sentences in its articles are the reason why the writer decides to choose this magazine to collect the data. In order to get deeper analysis, the writer formulates three problems as followed: 1.What are the forms of brand names that are found in Reader’s Digest magazine? 2. What are the changes of the pronunciation of brand names because of the word formation? 3. What are the meanings of brand names?

There are 27 words which are collected from the magazine. Those words are analyzed by using morphological approach since this research focuses on the internal structure of words.

From the analysis of noun category, the writer finds all brand names are uncountable. From the analysis of morphological forms, there are seven brand names derived from compounding process. The writer finds two brand names created from affixation process. There is one acronym. There are two brand names comes from blending process. The writer finds one from conversion process. There are two created from onomatopoeia process. The writer finds eight brand names created from eponyms process. There is one brand name created from word borrowing process. Last, there is one brand created by cranberry morpheme process. From the analysis of pronunciation changes, the writer finds out two brand names which the pronunciations change. The rests remain. From analysis of the meanings, there are eight words which meanings are derived from the meaning change process. The writer finds two brand names which meanings are taken from the affixation process. Four brand names which meanings are taken from the word borrowing process. There are nine brand names which meanings are derived from the name of a person, a place, or a thing. Last, there are four brand names which meanings are derived from the other sources.

xiv ABSTRAK

SITUMORANG, JOHANNES, P. Brand Names Found in Reader's Digest Magazine February 2014 Edition. Yogyakarta: Program Studi Sastra Inggris, Fakultas Sastra, Universitas Sanata Dharma, 2014.

Media massa, seperti majalah, mempengaruhi perkembangan suatu bahasa. Mereka mengubah bahasa dengan mengenalkan kosa kata baru dalam artikel artikel yang mereka tulis. Salah satu kosa kata baru tersebut adalah nama nama brand. Nama brand merujuk pada nama produk atau trademark yang dibuat oleh peusahaan - perusahaan untuk menarik minat pelanggan.

Riset ini menganalisis nama brand yang ditemukan pada majalah Reader Digest edisi Februari 2014. Popularitas majalah dan kesederhanaan kalimat-kalimat dalam artikel-artikelnya menjadi alasan penulis memilih majalah ini untuk mengkoleksi data. Untuk mendapatkan analisis yang lebih dalam, penulis memformulasikan tiga masalah sebagai berikut: 1. Apa saja bentuk bentuk dari nama - nama brand yang ditemukan dalam majalah Reader’s Digest? 2. Apa saja perubahan pengucapan pada nama - nama brand karena proses pembentukan kata. 3. Apa makna dari nama - nama brand tersebut?

Ada 27 kata yang dikumpulkan dari majalah. Kata tersebut dianalisis menggunakan pendekatan morfologikal karena riset ini berfokus pada struktur internal dari kata kata.

Dari analisis kategori kata benda, penulis menemukan semua kata koin tidak dapat dihitung. Dari analisis bentuk morfologikalnya, ada tujuh nama brand yang terbentuk dari proses kata majemuk. Penulis menemukan dua nama brand berasal dari proses afiksasi. Ada satu akronim. Ada tiga nama brand yang terbentuk melalu proses kata campuran. Penulis menemukan satu nama brand berasal dari proses konversi kata. Ada dua nama brand dibentuk dari proses onomatopoeia. Penulis menemukan delapan nama brand dibentuk dari proses eponim., ada satu nama brand berasal dari proses peminjaman kata. Ada satu nama brand terbentuk dari proses cranberry morfem. Dari analisis perubahan pengucapan, penulis menemukan ada dua brand yang pengucapannya berubah. Sisanya tetap. Dari analisis makna, ada delapan nama brand yang maknanya berasal dari proses perubahan makna. Penulis menemukan dua nama brand yang maknanya berasal dari proses afiksasi. Empat nama brand yang maknanya berasal dari proses peminjaman kata. Ada sembilan nama brand yang maknanya berasal dari nama orang, tempat, atau benda. Terakhir, ada empat nama brand yang maknanya berasal dari sumber lain.

1

CHAPTER I INTRODUCTION

A. Background of the Study

People tend to modify their own languages. They keep modifying words or introducing the new words to their languages. The more people use the language, the more changes will occur. They modify the language in order to fit in to the development of the society that uses the language. English also has changed for many centuries. The modification and the creation of words cannot be avoided because they are proofs that a language is still alive. One factor that creates the changes is the influence of the mass media, such as magazine. A magazine has been a tool of word spreading to the people since it was first published. A magazine also often introduces new words and it often influences the people who read it. When the new words become popular and are generally accepted by most people, it means that the changes occur in a language

There are some ways to create or modify words. Some of them are compounding, clipping, backformation, acronym, affixation, and blending. Those forms hold the responsibility of the enrichment of vocabulary of a language.

One of new words are the brand names. The study focuses on the morphological processes of the brand names found in Reader's Digest magazine February 2014 . The brand names refer to the name of products or trademarks created by companies. For example, the words Samsung,Honda andXerox. The brand names are usually used in cases where industry requires a new and

attractive name for a product (O’Grady and de Guzman, 1997: 159). The aim to coin a word is to help to differentiate, attract and personify a brand. Other purpose is to make the product become unique and memorable. The study of the form of word formation of the brand names is interesting to study because many people often use these names in daily life.

Some brand names are created through certain process of word creations or formations. For example, Blackberry is created from a compounding process. One of aims of this research is to analyze the word creation process of those names found in the magazine and to categorize words based on their morphological processes.

Noun itself has two classes, countable and uncountable (Quirk et. al, 1980: 76). Countable noun is a noun which we can count. There are many examples on this category, such as pen, book, table, ladder and chair. Uncountable nouns are something that we cannot divide into separate elements, for example substances, concept,andidea. We cannot countmilkbut we can countbottles of milkorliters of milk. One aim of this research is to find out whether the data that are found are categorized as a countable or uncountable noun since many people use these names in the conversation and they are not enlisted in the dictionaries that makes people confused to categorize those names whether they are countable or not.

There are some brand names which are modified to the non-standard English words. Because of the modification, the pronunciation of words may be changed. For example, Orbitz, an international travel agency, which comes from the word orbits. Dictionary.com states that Orbits is pronounced /ˈɔrbɪts/,

meanwhile Orbitz is pronounced /ˈɔrbɪtz/. There are also cases of pronunciation changes of stems because of the attachment of a morpheme / morphemes. For example, the word close /kloʊz/ is attached with suffix -ure, the consonant /z/ is replaced by the consonant /ʒ/. It is then pronounced /ˈkloʊ.ʒɚr/ (Hornby, 2000: 212). Based on the example above, the writer takes interest about the changes of pronunciation of brand names because of the word creation process.

In some cases, there are brand names that are intentionally produced and they bring particular meanings. For instance, the Kleenex, a tissue brand, comes from existing word,clean. (Fromkin, et. al, 2000: 79). This creates the analogy in the meaning, that Kleenex is used for cleaning. Based on the explanation above, the writer takes interest on the meaning of the brand names.

The writer is interested in using the magazine as the field to collect the data because the magazine uses simple words and sentences that many people can understand. Other reason is because the magazine always provides new words and terms.

This topic is worth studying since it can identify the forms of brand names, analyze the change of pronunciation in the brand names and analyze the meaning of the brand names.

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 wordchair 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, andHonda refers to the motorcycle.

7 CHAPTER II

REVIEW OF LITERATURE

In this chapter, the writer reviews the related study and theories. The studies and theories from previous writers are used to get deeper understanding on the present research. There are three parts on this chapter: review of related studies, review of related theories, and theoretical framework.

There are two related studies which are used to help this research. First, it is an undergraduate thesis entitled A Study of the English – Indonesian Phonological and Morphological Processes of Indonesian Product Namingby Isti Pratiwi. Second is from Hompuraja Frans Susego Saragih's undergraduate thesis entitledThe Prefix Re-: A Study on Its Morphology and Meanings.

The writer also presents and reviews some relevant theories from some experts. Those theories are helpful to answer the problem formulation.

In the theoretical framework, the writer explains the contribution of those studies and theories to the present study, and why those study and theories are needed and how they are applied.

A. Review of Related Studies

1. Review of Morphological and Phonological Processes on Indonesian Branding Names

Isti Pratiwi wrote similar topic to the present writer’s topic. On her thesis entitled A Study of the English – Indonesian Phonological and Morphological Processes of Indonesian Product Naming,Pratiwi focused on the study of English

– Indonesian phonological and morphological analysis of Indonesian product names. The main objective of her study was to investigate the phonological and morphological process of Indonesian product names.

In her study, she concluded that Indonesian product names appeared with monosyllable, disyllable, trisyllable, and polysyllable. She also concluded that there were phonological processes on Indonesian product names such as assimilation, segment deletion, metathesis, mediate sounds, free variation, etc. She also found that morphological processes occurred in Indonesian product names such as compounding, derivation, shortening, other sources, inflection, and reduplication.

Pratiwi‘s study is similar to the present study. The analysis of the word coinage found in Reader’s Digest magazine on February 2014 edition is also analyzing the morphological and phonological process of the data. However, this study is different from Pratiwi’s study. The present study focuses only on the data found in the magazine while Pratiwi gathered the data from ALFA Department Store. This present research is more detail since this research also talks about the meaning brought by the data.

2. The Study of Meaning of Suffix

re-Hompuraja Frans Susego Saragih wrote an undergraduate thesis entitled The Prefix re-: A Study on Its Morphology and Meaning. One objective of his study is to identify the meaning of prefixre-.

In order to accomplish his objective, he used the documentation of the origins and meanings of the English verbs with the prefixre-from two etymology dictionaries: The New Oxford American Dictionary and The American Heritage Dictionary of the English Languageto collect the data.

On his analysis, he found out that the origin of words with prefixre – are English, Latin, French, Norse, and Greek. He also found that there are six meanings that are brought by the suffix re-. They are: (1) ‘again’, (2) ‘redo (something) differently in order to change’, (3) ‘again or redo (something) differently in order to change,’ (4) ‘back or again’, (5) ‘back against’, and (6) ‘back or away’. Other than those six extra meanings, the prefix re- can also function to emphasize or shift the meaning of a root.

This present study is also analyzing the meaning of the data. However this study is different from Saragih’s thesis. The data which are analyzed on the meaning in this study is the brand names which are found in the magazine. The data collection is also different from thesis which was written by Saragih. The data are taken fromReaders Digestmagazine February 2014 edition.

B. Review of Related Theories 1. Theory of Word Formation

Word creation is also called word formation. Many word formations occur in English. O'Grady et. al mentioned some forms of words. They are compounding, acronym, onomatopoeia, blending, backformation, clipping, conversion cranberry morpheme, affixation, and coined words. Those forms have the same purpose to enrich the vocabulary of English.

Compounding words are the combination of two words or more to create new meaning. For example, green house, pickpocket, blue collar, highborn, rainbow, etc.

Acronym is a word from the initial of several words, such as UNESCO from United Nations Educational Scientific and Cultural Organization, orRAMS (random access memory).

Onomatopoeia is the sounds of words supposedly imitate the sound of nature. For example, in English we saycock-a-doodle-dooto represent the roster’s crow.

Blending is similar to compounding, but some parts of word are cut off and deleted so we may say “a less compounding”. Some words like smog (smoke + fog), motel (motor + hotel), and brunch (breakfast + lunch) are examples of blends.

Backformation is the process of making new words because of the use of the incorrect morphological analysis. Verbs, like hawk, stoke, swindle, and edit come as back-formations ofhawker,stoker, swindler,andeditor.

Words like prof for professor or doc for doctor are called abbreviation. This process is sometimes called clipping.

Conversion is a process that assigns an already existing to new a syntactic category. It means that the word is given a new syntactic category and meaning. For example, nouns likewalk, report, permit,andcontestare derived from verbs.

There are some words which morphological statuses are ambiguous. In a case ofcranberryandhuckleberry,the wordscran-as well ashuckle-is treated as

a bound morpheme. It means that they cannot be independent words. This kind of words is called the cranberry morpheme.

Some words are derived from proper names of individual and places . The process is called eponyms (Yule, 2006: 53). Some examples of eponyms are taken from the name of the discoverer and founder, for instance, the name of Ford, the car manufacturer, is taken from its founder, Henry Ford. There are also taken the name of place, for instance, wordjeansis taken from the city of Genoa, Italy.

There is also the affixation process. This process is the most common morphological process in language. There are three types of affixes. They are prefix, suffix, and infix. A prefix is an affix which is attached to the front of its base, for example the wordre-play. A suffix is an affix that is attached to the end of its base, for example the wordhunt – er. The far less common affix, especially in English, is infix, a type of affix that occurs within the base. Based on the category changes and productivity, there are two distinction of affixes, which are inflectional affixes and derivational. Inflectional affix is an affix that is used to show the change in the form of words because of the grammatical reasons, such as tense, person, number, possessiveness, case, and gender. Inflectional affix doesn’t change either the grammatical category or the type of meaning in the words. Meanwhile, derivational affix forms a word with a new meaning and/ or the change in the grammatical category. Also, the inflectional affixes typically have relatively little exception, for example, the suffix –s can combine with any nouns that allow the plural form, except for the exceptions such as oxen and feet. In

contrast, derivational suffixes can only apply on restricted bases, for example, the suffix–izecan only combine with certain adjectives to form a verb.

The advertising industry has also added new words to English, such as Kodak, nylon, Honda and Vaseline are some words which are originated from many brands. Some words created from existing words: Kleenex from the word clean.Those are called coined words (O'Grady et. al, 1997: 1 - 13).

2. Theory of Word Coinages

Akmajian et. al ( 2001: 25) stated that coined words are entirely words and keep they keep entering a language. The advertising industry has added many new words to English. Specific brand names such as Xerox, Kleenex, and Honda are sometimes used as the generic name for different brand of these types of products (O' Grady et. al, 1989: 138). O' Grady et. al also stated that it is possible to create the new words from the brand names. It means that a brand name that is widely used can be accepted as a general terms

3. Theory of Noun Categories

Traditionally, there are three distinctions of nouns. The first distinction is concrete nouns and abstract nouns. Abstract noun is broadly and immaterial, like warmth, meanwhile concrete noun is broadly and tangible, like bottle. (Quirk et. al, 1980: 60)

The second distinction is common nouns and proper nouns. Common nouns are the names of general item, such as book, water, pen, and hat. Meanwhile, proper nouns are names of specific people , places, country, and so

forth (Quirk et. al, 1980: 76). For example, words such as Joe, Yogyakarta, and Indonesiaare proper nouns.

For the third distinction, there are two categories of noun, which are countable nouns and uncountable nouns. Countable nouns are nouns that must be seen as individual countable entities and cannot be viewed as an undifferentiated mass, for instance, the words bottle, book, cake,andcar.Meanwhile, uncountable nouns are nouns that can be seen as undifferentiated mass or continuum. For instance, words like idea, sugar, water, and air are non-count noun. Countable nouns and uncountable nouns can be differentiated by quantifier, such as a little and much which can only be used by the uncountable nouns, and each, several andmanywhich can only be used by the countable nouns (Quirk et. al, 1980: 59 -76).

Azar (1989: 206) gave some examples of uncountable nouns. She stated that the non-count nouns can be whole groups made up of similar items, fluids, solids, gases, particles, abstractions, languages, field of study, recreation, general activities, and natural phenomena. The examples of whole group made up of similar items are clothing, equipment, and food. The examples of fluids are the coffee, the tea, water,andmilk. The examples of solids are ice, bread, butter, and silver. The examples of gasses are air, oxygen, hydrogen, and smoke. The examples of particles are rice and dust. The examples of abstractions are idea, beauty, and grammar. The examples of languages are Indonesian, English, Japanese, andFrench. The examples of fields of study are chemistry,economics, mathematics, and linguistics. The examples of recreation are basketball,football,

and baseball. The examples of general activities are playing, reading, writing, watching, and other gerunds. The examples of natural phenomena are weather, fog, andhumidity.

4. Theory of Meaning

In order to understand the language, we need to know the meaning of words. We also have to know the meanings of words when they combine into phrase or sentence.

There are two types of study of meaning in linguistics, which are semantics and pragmatics. Fromkin, et. al (2000: 151) stated that semantics is study of linguistic meaning, such as morpheme, words, phrases, and sentences. It means that the meaning is based what is listed on the dictionary. They also add that there are some subfields of semantics which are lexical semantics that is concerned with the meaning of words and the meaning relationship among words; and sentential semantics which deals with the meaning of syntactic unit larger than the word.

When we read the dictionary, we will know the meaning of thousand words. Our knowledge of the meanings will provide us to express our idea using them. The meaning of words is part of linguistic knowledge. Our mental storehouse of information about words and morpheme is called lexicon (Fromkin, et. al, 2000: 152).

There is also pragmatics, the study of how the context affects the meaning. It means that the meaning is based on the situation. Fromkin, et. al (2000: 182) gave an example on the following sentence:Amazingly, he already loves her.This

sentence cannot be interpreted as there are no referents forhimandher. But if the sentence before it isJohn met Mary yesterday,the interpretation will be clearer. 5. Theory of Word Borrowing

Fasold and Connor-Linton (2006: 294) stated that linguistic borrowing is the adoption of elements from another language or dialect. The borrowed elements are usually lexical items, known as borrowing words. It means that the morphological and syntactic patterns can also be borrowed. Fasold and Connor-Linton (2006: 294) explained further that borrowed items are often changed to conform to native linguistic rules, a process known as adaptation in which foreign sounds occurring in loan words are replaced by their nearest phonetic equivalents in the borrowing language. For example, English words like touring, team, tube, and tank have been adapted in Japanese as tsuringu, tiimu, tyuubu, and tanku (Fasold and Connor-Linton (2006: 294).

6. Theory of the Nature of Words

Spencer (1991: 44) mentioned that the meaning of a phrase tends to be determined compositionally from the meaning of its component words although the meaning of words is not always determined compositionally. It means that when a whole is seen as a whole, we can reveal the meaning, but it is a part of a word, the meaning is not related with the whole meaning. For example, blue and grass have their own meaning. However, they cannot determine the meaning when those words are combined as in bluegrass. Bluegrass does not mean grass that is blue. Bluegrass means traditional country music played on stringed instrument, especially banjo and guitar (Hornby, 2000: 118).

7. Theory of English Pronunciation

Every language in the world has their own alphabetical systems in pronouncing their words. English has 44 alphabets on its system. There are three distinctions of English alphabets which are consonants and vowels, and diphthongs. A consonant is a speech-sound produced in such a way that the air-stream on its way through air-channel meets with a narrowing or complete closure. A vowel is a voice modified by definite shape of super-glottal passage; in forming the sound the air passes freely and in a continuous stream through the pharynx and the mouth . Diphthongs are combinations of two vowel sounds in one syllable. During the formation of a diphthong the tongue doesn’t remain stationary (Schreuder: 1948: 16 - 32).

There are 25 consonants stated by Prator, Jr (1957: 4). They are /b/, /d/, /f/, /g/, /h/, /k/, /l/, /m/, /n/, /ŋ/, /p/, /r/, /s/, /ʃ/, /t/, /Ɵ/, /ð/ /v/, /w/, /y/, /z/, /Ʒ/, /hw/, /ʧ/, and /ʤ/. The sound /b/ is produced when, we say , for example, the word boat. The sound /d/ is produced when, we say, for example, the worddark. The sound /f/ is produced when we say the wordfar. The sound /g/ is produced when we say, for example, the word gold.The sound /h/ is produced when we say, for example the word home. The sound /k/ is produced when we say, for example, the word cold. The sound /l/ is produced when we say, for example, the word let. The sound /m/ is produced when we say, for example, the wordman. The sound /n/ is produced we say, for example, the wordnext. The sound /ŋ/ is produced when we say, for example, the word ring. The sound /p/ is produced when we say, for example, the wordpart.The sound /r/ is produced when we say, for example, the

word rest. The sound /s/ is produced when we say, for example, the word send. The sound /ʃ/ is produced when we say, for example, the wordship.The sound /t/ is produced when we say, for example, the word ten. The sound /Ɵ/ is produced when we say, for example, the word think. The sound /ð/ is produced when we say, for example, the word that. The sound /v/ is produced when we say, for example, the wordvery.The sound /w/ is produced when we say, for example, the word went. The sound /y/ is produced when we say, for example, the word you. The sound /z/ is produced when we say, for example, the wordzoo.The sound /Ʒ/ is produced when we say, for example, the word pleasure. The sound of /hw/ is produced when we say, for example, the word when. The sound /ʧ/ is produced when we say the word children.And finally, the sound /ʤ/ is produced when we say, for example, the wordage.

According to Ladefoged (1993: 38), English has 14 vowels which are /a/, /æ/, /e/, /ɛ/, /i/, /ɪ/, /ə/, /ɜ/, /o/, /u/, /ʊ/, /ɒ/, /ɑ/ and /ɔ/. The sound /a/ is produced when we say, for example, the word ham. The sound of /æ/ is produced when we say, for example, the word hack. The sound /e/ is produced when we say, for example, the word pen. The sound /ɛ/ is produced when we say, for example, the word pet. The sound /i/ is produced when we say the word, for example, bean. The sound /ɪ/ is produced when we say the word , for example, split. The sound /ə/ is produced when we say the word , for example, the. The sound /ɜ/ is produced when we say the word for example bird. The sound /o/ is produced when we say the, for example, the wordrobe.The sound /u/ is produced when we say, for example, the word too.The sound /ʊ/ is produced when we say the word

book. The sound /ɒ is produced when we say, for example, the word body. The sound /ɑ/ is produced when we say the wordbard. And, the sound /ɔ/ is produced when we say, for example the worddoor.

The last distinction is diphthongs. Prator, Jr. (1957: 6) stated there are 8 diphthongs in English, which are /aɪ/, /aʊ/, /æə/,/ɛə/, /iə/, /ɪə/, /eə/, and /ɔɪ/. The sound /aɪ/ is produced when we say, for example, the wordcry. The sound /aʊ/ is produced when we say, for example, the word cow. The sound /æə/ is produced when we say, for example, the word shall. The sound /ɛə/ is produced when we say, for example, the word there. The sound /ɛə/ is produced when we say, for example, the word shall. The sound /iə/ is produced when we say, for example, the word feel. The sound /iə/ is produced when we say, for example weigh. The sound /eə/ is produced when we say, for example, the word major.The sound /ɔɪ/ is produced, when we say, for example, the wordboy.

8. Theory of Morphophonemic Process

Morphophonemics is the study that connects morphology theory and phonology theory (Spencer, 1991: 53). For example, the word back when it is attached with suffix -s is pronounced /bæks/. However, there is a change in the morphophonemic process, for example, most of verbs which end with consonant /t/ and /d/, when it is attached with suffix -edand become past participle, there is an insertion of /ɪ/ when they are pronounced. It is seen in verbs like faded is pronounced /feɪdɪd/ and waited is pronounced /weɪtɪd/. It doesn’t happen with other words which don’t end with consonant /t/ and /d/. For example, the word work+edis pronounced /wɜrkt/.

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. Reader's 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.

B. Approach of the Study

Morphological approach is used for this research. Aranoff and Fudeman (2010: 2) stated that morphology is the branch of linguistics that deals with words, their internal structure, and how they are formed. This approach is suitable to answer the problems since the research deals with the internal structure of brand names.

C. Method of the Studies

In order to make a clear distinction between how the data are collected and how the data are used to answer the problems, the writer divides the sections into two:

1. Data Collection

The present writer uses the Reader’s Digest magazine February 2014 edition to collect the data. The writer collects all data that are found in the magazine. The data are collected from the whole pages of the magazine. From the source, the writer finds 27 brand names. This research is a population study. It means that all names are analyzed one by one.

2. Data Analysis

There are 6 steps to analyze the data in this research. The first is to gather the data from the magazine. The second is to identify the noun categories of those data. The data are classified based on whether they are countable or uncountable. The third step is to analyze and categorize the forms of brand names based on their morphological process. For example, Facebook is created from the compounding process. The fourth is to analyze the change of pronunciation in the

brand names. The writer realizes that word formation process has changed the pronunciation of words. The fifth step is to analyze the meaning of the words. The writer realizes that every brand name that is found must have their own meanings. The writer makes the analysis on meanings based on this hypothesis. The last step is to make the conclusion of this research.

23

CHAPTER IV ANALYSIS

This chapter deals with the presentation of research findings. There are three problems that are discussed in this chapter. The problems that are discussed are the forms of brand names, the change of pronunciations of brand names, and the meaning of brand names.

A. Forms of Brand Names

1. Data Presentation based on the Noun Categories: Count or Uncountable Nouns

The present data are taken from Reader’s Digest magazine February 2014 edition. The samples are the brand names that are found in the magazine. There are 27 brand names that are analyzed.

The data are shown in the table below:

No Coined Words No. Coined Words No. Coined Words 1. Parasol (p.5) 10. Polo (p. 59) 19. NASA (p. 93) 2. Facebook (p.7) 11. i – Pad (p. 59) 20. Actifed (p. 93) 3. Twitter (p. 7) 12. New York Times (p. 59) 21. Apollo 7 (p. 93) 4. Reader’s Digest (p. 7) 13. Lacoste (p. 59) 22. Dumpster (p. 95) 5. Blackberry (p. 19) 14. Winnie the Pooh (p. 78) 23. Concorde (p. 96) 6. Aspirin (p.20) 15. Wham – O (p. 81) 24. Cosmopolitan (p. 107) 7. Time (p. 30) 16. Hula-Hoops (p. 81) 25. Armani (p. 128) 8. Shaun the Sheep (p. 44) 17. Frisbee (p. 81) 26. Prada (p. 128) 9. Instagram (p. 44) 18. Flyin – Saucer (p. 81) 27. Thai ( cover page)

Thomas et. al (2014: 2) stated that most proper nouns are generally uncountable noun. Quirk et. al (1980: 76) stated that proper noun itself is the name of place, people, items, and certain things. It is different from common noun which is the name of general item, such asbook, table, ladder,andchair.

In order to differentiate proper nouns and common nouns, the writer makes the table below.

No. Common Nouns Proper Nouns

1 Person Johannes P. Situmorang

2. Toy Frisbee, Wham-O, Flyin-Saucer, Hula-Hoops

3. Magazine Cosmopolitan, Time, New York Times, Reader's Digest 4. Website Facebook, Twitter, Instagram

5. Phone / Gadget Blackberry, i-Pad 6. Medicine Aspirin, Actifed

7. Movie Character Shaun the Sheep, Winnie the Pooh

8. Umbrella Parasol

9. Organization NASA

10. Clothes Prada, Armani, Polo, Lacoste 11 Transportation Concorde, Thai, Apollo 7.

Table 2. Common vs. Proper Noun

The proper noun has two distinctive features: 1) It will name a specific items, 2) It will begin with a capital letter no matter where it occurs in the sentences. Proper nouns are uncountable with the exception on the family names

and territory names, for example,“There are three Williams in the room”or ”The Virgin Islands have a very beautiful scenery”.

Facebookis a proper noun of a company name as well as a website name. As we know, there is only one Facebookin this world. Facebookrefers only to a social media website founded Mark Zuckerberg. Therefore it makesFacebookas 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, Frisbeeis the name of toy,Concordeis the name of an aircraft,Shaun the SheepandWinnie 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 areFacebook, 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 andsol (n)meanssun(Roe, 2014: 4).

b. Affixation

The writer finds out that there are two brand names that undergo the affixation process. They areCosmopolitanandDumpster.

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 ofCosmopolitan.

Cosmopolitan Adj

N Af

Cosmopolite -an

Table 3. Tree Diagram ofCosmopolitan

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 rootdump(n) is attached with suffix–ster, it changes its meaning, froma place where a lot of rubbish is takenbecomesan 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 –sterarepranskter,trickster, andgangster. Below is the tree diagram ofDumpster.

Dumpster N

N Af

Dump -ster

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 ofTimes.

Times (N)

N Af

Time -s

Table 5. Tree Diagram ofTimes

The word Hoops inHula-Hoopsundergoes 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 ofHoops

Hoops (N)

N Af

Hoop -s

Reader’s Digest, when it is separated into two words,Reader’sandDigest, 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 intoreader (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 Reader's

Reader’s N

Reader N

V Af Af

Read -er -‘s

Table 7. Tree Diagram ofReader’s

The second compounding name that undergoes the affixation proces before the two words combine is Flyin-Saucer. The wordFlyin 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 andsaucer, the word flying undergoes the affixation process.Flyin(flying) is a present participle that has function as an adjective because it modifies the

wordSaucer(n).The stem isfly(v) and attaches the suffix –ing. Below is the tree diagram of wordFlyin(Flying)

Flyin (Flying)

(Adj)

V Af

Fly -ing

Table 8. Tree Diagram ofFlyin (Flying)

c. Acronym

There is an acronym that is found in the data, which is NASA. It is the agency of United Stated of America government that focuses on space program and aerospace research. The name is taken from the initial letters of National Aeronautics and Space Administration(Hornby, 2000: 773).

d. Blending

The writer finds three blending brand names. They areAspirin, Instagram, andi-Pad.

Aspirin was coined by German dentist, Heinrich Dresser in 1899. Aspirin comes from Latin words, Acetyl Spiraea Salicylic Acid Ine (Cheng, 2007). The initialafromAcetylis cut and combines with first syllable of Spireaand then it is added with suffix –ine. The letter e is omitted. The suffix –in / -ine is a suffix which is commonly used to form words from a chemical substances (Harper: 2014). Other similar examples are chymosin, a kind of enzyme, that comes from

chyme + ose + ineandformalin, a chemical substance, comes fromformaldehyde +ine(Hornby: 2000).

Instagram comes from the word Instant and gram. The letters nt are deleted in the process. Gram itself comes from Latin word which has meaninga thing written or recorded (Hornby, 2000: 517). Other similar examples are logoram, which comes from Latin word logos means word, speech, discourse, combines with gram and hologram which comes from Greek word holos means wholecombines withgram(Harper: 2014).

i-Padconsists of two words, which is iandPad. i-Pad is a certain product fromApple. Theiitself was created by advertising veteran named Ken Segall who also created the Apple’s slogan “Think Different”. He stated in an interview that the i is not just for internet, but whole words that has i initial such as intelligent, innovative, and imaginative.

e. Conversion

The writer finds there is one brand name created from conversion process which is Thai. Thai is converted from an adjective which means connected or related to the country of Thailand into a noun which is the national aircraft company of Thailand which was formed in 1960.

f. Onomatopoeia

The writer finds there are two brand names which undergo the onomatopoeia process, which areWham-OandTwitter.

Wham-O is a toy company built by two graduated University of Southern California college students, Richard Kneer and Arthur Melin in 1948. The name

Wham-O was actually from the sound of the slingshot’ shot when it hit the target,it made the sound "WHAM-O" ( Auguilar, 2014: 1).

Twitter is a well known social-networking service and website that limits the length of messages one can post to a certain number of characters. Hornby (2000) stated that Twitter (n) isthe imitation of the sound of birds. According to Online Etymology Dictionary, Twitter comes from a Middle English word, twiteren.

g. Eponyms

The writer finds out there are eight brand names that are created by the eponyms’ process. They are Winnie the Pooh, Shawn the Sheep, Polo, Frisbee, Armani,Lacoste,Prada, andApollo 7.

Winnie the Poohis a fictional character of a bear created by A. A. Milne in 1926 (Harness, 2012). By the time, this character has become famous and it is added into Disney Company, therefore it becomes the Disney’s product. Milne named this bear based on the Canadian black bear his son often saw at the zoo, named Winnie. The Pooh itself was originated from the name of a swan he met while on holiday.

Shaun the Sheep is the British spin-off animated film. It first aired on 2007. According a websites named http://www.behindthename.com/name/shaun, the nameShaunitself is taken from the Irish name.

Polois a kind of shirt that has a collar. The term is actually from a kind of sport that is similar to the football and the players use the horses to play it. The Polo players use this kind of shirt when they play. Ralph Lauren, a designer,

produces this kind of shirt globally. He also added the logo of aPoloplayer in this shirt. Since then, it becomes famous and every type of this shirt from other companies is also calledPoloshirt.

Frisbeeis a light plastic disc which is propelled with a flip of the wrist for recreation. Frisbee is one of Wham-O products. The word is taken from the disk game by U. S. college students who tossed pie plates from Mrs. Frisbie’s Pies, Frisbie Bakeryin Bridgeport, Connecticut (Bellis).

Armani is the fashion house from Italy. The name is taken from the surname of its founder, Giorgio Armani. This company produces, designs, distributes, and retails leather goods, shoes, watches, accessories, eyewear, cosmetics, and home interiors.

The nameLacosteis taken from the surname of its founder, Rene Lacoste. The logo of this company is a crocodile, taken from the nickname of Rene Lacoste by his fans due to his fine performance in the tennis court (Spivack, 2013). This company is from France and produces high-end clothing, perfumes, leather goods, watches, eyewear, and shirt.

The namePrada is taken from the surname of its founder, Mario Prada. It was found on 1913 in Italy (Badkar, 2011). This apparel company produces fashion accessories, shoes, luggage, perfumes, and watches.

Apollo7 is a first spaceflight from USA that carried the human crew into space. TheApolloseries takes the name from certain god of Greek mythology.

h. Word Borrowing

The writer finds out there is one brand name created from word borrowing process, which isConcorde.Concordeis a turbojet-powered supersonic passenger aircraft which has been retired due to the safety issue. According to Online Etymology Dictionary, the name is borrowed from French word that means harmony,agreement, andunion.

i. Cranberry Morpheme

There is one brand name created from word coinage process which Actifed. Actifed consists of two morphemes, morpheme acti- and -fed. Rebello (2002) stated that the prefix acti- or act has become common to the trade to similar products. According toMosby Medical Dictionary 8th Edition,prefix acti-means to do / to act. Other similar products starting with or consisting of the morphemeacti-areActamin,,Actemra,ActHIB,Actigal,Actimmune, Actinomycin , and Activella. The suffix -fed does not have meaning. It is created by the company of this medicine, Burroughs Wellcome & Company in order to differenciate it to similar products.

B. The Change of Pronunciations of the Brand Names

One basic thing to learn a new language is to learn how to pronounce the words. English is a living language that always develops. New words will keep coming and entering to the vocabulary.

This section provides the information on the pronunciation of brand names that are found in the magazine. The writer chooses to discuss the problem of pronunciation since there are some brand names that change in the pronunciation.

The information about the pronunciation is taken from an online dictionary, which is Cambridge Dictionaries Online, since it is reliable and provides up-to-date information about the pronunciation of new English words. Some other information is taken from other sources since they are not listed in the dictionary mentioned before.

The data are classified into two; the ones with the changes and others without changes. There are 25 brand names without changes and 2 names with changes

1. Data Classification on Pronunciation Without Change Below is the pronunciation of the data without changes.

No. Coined Words Pronunciation

1. Parasol /ˈpærəˌsɔl/

2 Facebook /ˈfeɪsbʊk/

3. Twitter /ˈtwitər/

4. Reader's Digest /ˈridərs daɪdʒɛst/ /

5. Blackberry /blækbəri/

6. Aspirin /ˈæspərən/

7. Time /tɑɪm/

8. Shaun the Sheep /ʃɔn ðə ʃip/

9. Instagram /ˈɪnstə.ɡræm/

10. Polo /ˈpoʊloʊ/

11. i-Pad /aɪpæd/

13. Winnie the Pooh /wɪni ðə puː/

14. Wham-O / wæm oʊ/

15. Frisbee /ˈfrɪzbi/

16. Hula-Hoops /huləˌhups/

17. NASA /ˈnæsə/

18 Actifed /æktɪfed/

18. Apollo7 /əˈpɒloʊ ˈsevən/

19. Dumpster /dʌmp·stər/

20. Concorde /kɒnˈkɔrd/

21. Lacoste /laˈkɔst/.

22. Armani /ɑːˈmɑːnɪ/

23. Prada /prɑdʌ/

24. Thai /taɪ/

Table.9 Pronunciation of Brand Names 2. Data Classification of Pronunciation With Changes

There are also two brand names change in the pronunciation. They are Flyin-SaucerandCosmopolitan. Below is the analysis.

Flyin-Saucer is pronounced /ˈflɑɪɪn ˈsɔ·sər/. There is a pronunciation change in the wordFlyin which comes from the word flying. It is modified by the company into a non-standard English like in the wordsingin,playin, andcryinfor the business issue to make this product to be intimate and closer to the costumerc and buyers. The stemfly /flɑɪ/ attached with suffix-ingis pronounced /flaɪɪŋ/and then is pronounced into /flaɪɪn/ since the word is modified into a non-standard

English as the consonant /ŋ / is replaced with consonant /n/. Below is the process shown in diagram.

1. Inflectional morpheme addition of suffix-ing /flɑɪ/

/flaɪɪŋ/

2. Change of Consonant /ŋ/ into /n/ /flaɪɪŋ/

/flaɪɪn/

Cosmopolitan is pronounced /ˌkɒzməˈpɒlɪtn/.There is a morphophonemic change when the root cosmopolite, which is pronounced /kɒzˈmɒpəˌlaɪt/, is attached with suffix –an and changes its pronunciation into /ˌkɒzməˈpɒlɪtn/. Below is the process shown in a diagram.

1.A Derivational morpheme of suffix-an B. Deletion of Vowel /a/

/kɒzˈmɒpəˌlaɪt/

/ˌkɒzməˈpɒlɪtn/

C. The Meaning of the Brand Names

After analyzing the forms and pronunciations of the data, the writer analyzes the meaning of brands. This analysis starts from the idea that every name must have its own meaning. Karlina Denistia (2009: 21) stated that the meanings of words are not only those found in dictionaries because dictionaries are only the record of language use while the language is very dynamic and developed time by

time. It means that the meaning of a language changes times to times. In the past years, nut literally means a fruit of a certain trees that consists of a hard shell with a softer part inside that can be eaten. Nowadays,nutalso meansa foolish or mad person(Hornby, 2000: 794). Also, the word gayin the past years ago means happy and full of fun,but nowadays,gaychanges the meaning intoa homosexual person (Hornby, 2000: 489). The meaning can also be derived from affixation process. For example, suffix -er brings the meaninga person or thing that does something, as seen in words likesinger, player, driver, andmixer (Hornby, 2000: 389). The meaning can be derived from word borrowing. For example,durianthat is brought from Indonesianis a kind of fruit that has a strong smell. The meaning of word can also be taken from the name of people or place. For example, the name Honda was taken from the founder, Soichiro Honda. The meaning can be derived from other sources, for example, the acronym process. The word FIBA which stands for Federation International of Basketball Association is an international organization for basketball.

Based on the explanation above, the writer classifies the data based on how the meanings of brand names are derived. The writer classifies the data into five; 1. based on the meaning change, 2. based on affixation process, 3. based on the word borrowing process, 4. based on the name of people and place, 5. other sources. Below is the analysis of the meanings of coined words that the writer finds in theReader's Digestmagazine February 2014 Edition.

1. Meaning Classification Based on Meaning Change

The meaning of a word can be derived from meaning change. It means that the older meaning of a word is replaced or added with the newer one. There are eight brand names which meanings are changed or replaced. They are Facebook, Twitter, Reader's Digest, Blackberry, Time, i-Pad, Flyin-Saucer, and New York Times.The analysis is shown below.

a. Facebook

Facebook is a very popular social media website that was founded by Mark Zuckerberg, a Havard University student along with classmates Eduardo

Saverin, Dustin Moskovitz, and Chris Hughes in 2004 (Phillips: 2007). Facebook was created as a way for Mark Zuckerberg and other Harvard students to keep in touch over the Internet and get to know each other better. Before the internet is

popular, Facebook (n) originally means a directory book which contains lists of

names and headshots of college students (Harper, 2014). It changes its meaning because of the popularity ofFacebookas a social media website.

Beside its syntactic category as a noun, Facebook can also be a verb. According toDictionary.com,Facebook(v) means to communicate with a person or search for information about a person by using Facebook. For example: My friend just facebooked me.

b. Twitter

Twitter is an online social networking and micro blogging service that enables users to send and read short 140 character text messages. It was invented by Jack Dorsey in 2006 (Carlson, 2011). Several years ago, before the internet is

popular, twitter means a series of short, high-pitched calls or sounds mostly associated with birds(Hornby, 2000: 1289).

Twitter can also be a verb. Dictionary.com states that Twitter means to write a short message on the Twitter website. For example: many people are twittering more and more these days.

c. Reader's Digest

Reader's Digestis a family magazine that is published monthly. It contains many articles about lifestyle, food, health, sport, news, and biography. Reader's Digest was founded by DeWitt Wallace and Lila Acheson in 1922. The meaning of reader's digest literally is the summary for the readers is replaced by a kind of magazine.

d. Blackberry

Blackberry is a mobile communication device that was created by Research in Motion (RIM). Linda Richter (2009) stated in her article that Blackberry was named because the device's color is black and small keys resembled seeds. After discussing about the name taken from fruits and vegetables, the team decided to name it. Blackberry itself is one kind of a berry that can be found in Northern America continent.

e. Time

Time is a magazine from the United States. The first volume was published in March 1923. It was co-founded by two men, Britton Hadden and Henry Luce, who had worked together previously at Yaleon theYale Daily News. They first called this magazine Facts, but they changed the name into Time

because they wanted to emphasize the briefness, so people could read it in an hour (Cauz, 2014)

Time’s format became standard for most other general newsmagazines, consisting of dozens of short articles briefly summarizing information on subjects of importance and general interest and covering many fields as national and international affairs, business, education, science, medicine, law, religion, sports, books, and the arts.

f. i-Pad

i-Pad is a handheld tablet computing device from Apple Inc. that first launched in January 2010. The i-Pad is designed for consumers who want a mobile device that is bigger than a smartphone but smaller than a laptop for entertainment multimedia. The i itself was created by advertising veteran named Ken Segall who also created theApple’sslogan “Think Different”. He stated in an interview that the iis not just for internet, but whole words that hasi initial such as intelligent, innovative, and imaginative. The wordPadoriginally means a thick piece of soft material used to protect something from something else (Hornby: 2000) and then changes the meaning and becomes a certain type of communication device.

g. Flyin-Saucer

Flyin-Sauceris the toy created by Wham-Osimilar to Frisbee. The name was taken because the shape was similar to alien ships shape. People call the alien ship as flying saucer (Bellis, 2014: 2)

h. New York Times

New York Timesis an American magazine which is published daily. It was founded by a journalist and politician Henry Jarvis Ramon in 1851. Like in the title, this magazine is published in New York. Now, New York Times does not mean the time on New York, but it is a certain magazine from New York.

2. Meaning Classification Based on Affixation Process

The writer finds there are two brand names which meanings are derived from derivational affixation process. Theyare DumpsteandCosmopolitan.Below is the analysis.

a. Dumpster

Dumpstercomes from the worddumpand suffix -ster. Suffix -sterforms a noun from an adjective or a noun. Suffix -ster means a person or something connected with or having the quality of. Suffix -sterchanges the meaning of word, froma place where a lot of rubbish is takenbecomesan American brand name of a mobile dump that is designed to be brought and taken away or be emptied by garbage truck(Hornby, 2000: 360)

b. Cosmopolitan

Cosmopolitan (adj) comes from cosmopolite (n) and suffix-an According to thefreedictionary.com, cosmopolite is a person who is sophiscated in outlook. When the word cosmopolite is attached to suffix -an, this suffix creates the meaning ofthe characteristic of being cosmopolite. Beside that meaning, there are three other meanings created by suffix-an:

The founder names the magazine since the magazine mainly discusses about the cosmopolitan lifestyle.

3. Meaning Classification Based on Word Borrowing Process

The writer finds there are four words which meanings are taken from word borrowing process. They areParasol, Hula-Hoops, Aspirin,andConcorde. Below is the analysis.

a. Parasol

Parasolis a kind of umbrella that is commonly used as a protective device against intense sunlight. They are light and portable and generally made from thick fabric to provide a shade. Margaret Roe states that the word Parasolis also occasionally used to describe the large umbrellas commonly seen on beaches providing shade to several people at once According to Harper (2014), Parasol comes from Latin wordparameans toshieldfrom andsolemeans sun.

b. Hula-Hoops

Hula-Hoops is a toy hoop that is twirled around the waist. Thehula hoop is an ancient invention and no modern company and no single inventor can claim that they invented the first hula hoop. Older hoops have been made from metal, bamboo, wood, grasses, and vines. Richard Knerr and Arthur Melin founded the Wham-O company then helped popularize this ancient toy. The name Hula was taken from the Hula dance from Hawaii. The dance is similar to the movement when hooping (Bellis). Hoops itself means a circular band of wood (Hornby, 2000: 572).

c. Concorde

Concorde is a retired turbojet-powered supersonic passenger airliner. Concorde was jointly developed and produced by two nations; U.K. and France. According to Cambridge Dictionaries Online, Concorde comes from French word means agreement between persons, groups, nations, and harmony, goodwill, and friendship.

d. Aspirin

Aspirinis a chemical substance that is useful in the relief of headache and muscle and joint aches. The first person who created this kind of medicine was Felix Hoffman in 1899 (Cheng, 2007). Aspirin is a trademark brand from Bayer Company. The name was taken from the blending process of the Latin words Acetyl Spiraea Salicylic Acid Ine .

4. Meaning Classification Based on Persons, Things, and Places Names. The writer finds there are nine brand names which meanings are taken from the name of person, thing, and place. They are Polo, Lacoste, Winnie the Pooh, Shaun the Sheep, Frisbee, Apollo 7, Armani, Prada,andThai. The analysis is shown below.

a. Polo

Polo is a kind of shirt with a knitted collar, short sleeves, a two or three button placket (the neck opening) and is made from a knitted fabric. The design was adopted from the shirt that Polo players usually use. Polo is the name of a game in which players riding on horses try to hit a ball into a goal using long-wooden hammers (Hornby, 2000: 894).

b. Shaun the Sheep

Shaun the Sheep is a main character of a stop motion spin-off animated series from Wallace and Gromit franchise. It was first aired on March 2007 in UK. The name of this sheep is accidentally a play on word by the creator, Nick Park who named the sheep"Shaun" because it sounds so much like shornwhich is the past participle of to shear- if a sheep is shorn, it has had all its wool cut off (Perry, 2011). The name also was taken from Irish name (Campbell, 2014: 1) c. Lacoste

Lacoste was founded by a French tennis legend René Lacoste when he retired from the court. The crocodile symbol is based on his nickname during his career as a tennis player. This brand sells clothing, footwear, perfume, leather goods, watches, eyewear, and polo shirts.

d. Winnie the Pooh

Winnie the Pooh, or people also callthe Pooh,is a fictional character from the children literature with the same title, Winnie the Pooh. The character was created by an author, named A. A. Milne. The character is a bear and the name Winnie is taken from the name of a real bear from the London Zoo that the author's son, Christopher Robin often went to. The namePoohrather surprisingly, came not from a bear but a swan. Christopher Robin, who feeds this swan in the mornings, gave him the name ofPooh

e. Frisbee

Frisbee is one product from Wham-O. The name of Frisbee was taken from The Frisbie Baking Company of Bridgeport, Connecticut that first popularized the game. They made pies that were sold to many New England colleges. Hungry college students soon discovered that the empty pie tins could be tossed and caught, providing endless hours of game and sport (Bellis).

f. Apollo 7

Apollo 7 was the seventh mission carried out by the United States of America to explore the space. It was also the first mission in the United States' Apollo program to carry a crew into space. It was named Apollo because it was the name of a god in ancient Greek mythology with attractive connotations and the precedent for naming manned spaceflight projects for mythological gods and heroes (Howell, 2013). Apollo was the god of archery, prophecy, poetry, and music, and most significantly he was god of the sun.

g. Armani

Armaniis a company that sells high ends products, such as shoes, leathers, and bags. The name was taken from the last name of the founder, Giorgio Armani.

h. Prada

Prada is an Italian brand which sells high ends products. The name was taken from the last name of the founder, Mario Prada.

i. Thai

Thai is the national aircraft company from Thailand. The name was taken from the name of the country.

10. Polo

11. i- Pad

60

13. Lacoste

14. Winnie the Pooh

15. Wham-O

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16. Hula-Hoops

17. Frisbee

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19. NASA

20. Actifed

21. Apollo 7

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22. Dumpster

23. Concorde

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25. Armani

26. Prada

27. Thai

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