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Table 4.2 The Occurrences of Cliticization Soft drink
Number of
cliticization cases
Examples
Coca-cola 34
1. You’ll like it. 1951
2. It’s the real thing. 1973
3. We’re rushing to bring you the greatest Coca-
cola. 1980
Pepsi 40
1. There’s a new pattern of living. Pepsi, 1952
2. You’ll find Pepsi-cola everywhere. 1954
3. You’re in the Pepsi generation. 1964
TOTAL 74
3. Clipping
Clipping is a process of shortening a lexeme that remains the same meaning and becomes a member of the same form class Bauer, 1983: 233. The clipping
cases used in the data were commonly the shortened lexemes of nouns, as found in rum, carbs and fans. However, there was one clipping that was a shortened lexeme of
a male name, as found in Jim. Further, clipping cases are illustrated in the sentences: a.
“Delicious Bacardi rum and icy coke.” Coca-cola, 1982
The clipped form is rum. Rum originally comes from rumbollion, “an alcoholic spirit distilled from sugar-cane residues or molasses” Oxford Dictionaries,
2013. The term rum was used in the Coca-cola’s 1982 advertisement because Coca- cola was paired off with Bacardi, a brand name of rum from Puerto Rico.
b. “0 calories, 0 carbs.” Pepsi, 2000
Carb is the clipped form. The morpheme carb is a shortened form of carbohydrate. Further, carbs in the sentence is the plural form of clipped carb. The
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term carb was used since the advertisers intended to promote Diet Cola which contained zero calorie and zero carbohydrate.
c. “95 ad recall.” Pepsi, 2006
The clipped form in the sentence c is ad. Ad is actually shortened from advertisement. The advertisers used the term ad to show the results from Diet Pepsi
Jazz popularity challenge by creating an advertisement in People magazine. The results showed that Diet Pepsi Jazz gained instant popularity that was proven by 95
consumers who said that the advertisement was recalled or memorable. d.
“Uncle Jim’s annual Virginia ham.” Coca-cola, 1979
Apart from the shortened form of a verb or a noun, the clipping case occurring in the Coca-cola advertisement issued in 1979 is a shortened form of an
English name. Jim is a diminutive form or a shortened form of James. In the 1979 advertisement, Coca-cola showed the readers that their products could be the
companion after holidays. In other words, it implied that Coca-cola was close to the consumers. The researcher opined that the close relationship that Coca-cola wanted
to show was similar to the use of diminutive form since the use of diminutive form of names is usually used by friends or relatives. The reason for using Jim instead of
James can show the readers that Coca-cola could be “friends” of the readers to accompany their post-holiday time.
e.
“And thousands of fans.” Coca-cola, 2007
Fan which means “someone who admires and supports a person, sport, sports team” Cambridge Advanced Learner’s Dictionary, 2003 is actually a clipped form
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of fanatic. The reason for using the term fan instead of its original form fanatic is that fan can be more familiar and appropriate rather than “thousand of fanatics”.
The use of clipping in the advertisements can aim to shorten the words since the words or the texts used in the advertisements are commonly short. Besides, the
clipped forms can be more familiar, as in the term fan which means someone who admires persons or something.
The findings of clipping used in the advertisements are presented in Table 4.3.
Table 4.3 The Occurrences of Clipping
Soft drink Number of clipping
cases Example
Coca-cola 3
Delicious Bacardi rum and icy coke. 1982 Pepsi
3 95 ad recall. 2006
TOTAL 6
As seen in Table 4.3, there were 3 clippings used in the Coca-cola
advertisements, whereas there were 3 clippings discovered in the Pepsi advertisements.
4. Initialism
