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Advanced Learner’s Dictionary, 2003, into the noun look, meaning the appearance of someone or something Cambridge Advanced Learner’s Dictionary, 2003. The
possible reason for using look as a noun is that the advertisers intended to show the appearance of someone when heshe consumed Pepsi.
The conversions used in the advertisements are commonly the conversions from noun to verb. The researcher opined that the conversions from noun to verb
occur because of the advertisers’ intention to make the readers do the action. Actually, it is similar to Leech’s study 2006, as cited in El-daly, 2011 that one of
the advertisers’ strategies is to prompt the readers into appropriate action. Moreover, Table 4.6 presents the occurrences of the conversion cases used in the Coca-cola and
Pepsi advertisements.
Table 4.6 The Occurrences of Conversion
Soft drink Number of
conversion cases Example
Coca-cola
1
The more you text, the more you can protect. 2012
Pepsi 5
You name the course.
1977
TOTAL 6
There were 6 conversion cases used in the data, 1 conversion used in the Coca-cola advertisements and 5 conversions used in the Pepsi advertisements.
Therefore, the total number of conversion is 6.
7. Derivation
Derivation is the morphological process that results in the formation of new lexemes Bauer, 1983: 27. Derivation creates a new word by changing the category
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andor the meaning of the base to which it applies O’Grady Dobrovoisky, 1989. The change of category can result in the change of noun into verb, noun into
adjective and so on by adding the affixes. Discussing the analyses of derivation cases used in the advertisements, the
researcher used the tree diagrams refers to Figure 2.1 in order to break down the derivational words into the smaller parts. The tree diagrams are used since the
derivational words are commonly complex words with more than one affix attached. Therefore, using the tree diagram can illustrate how the word is formed from its
smaller parts. The derivations used in the advertisements are described in the paragraphs as follows:
a.
“
Who ever had of entertainment without refreshment?” Coca-cola,
1950 The sentence has two derivation cases, entertainment noun and refreshment
noun. The suffix –ment is added to the derivational words entertainment and refreshement. The base of entertainment is a verb entertain, meaning to keep a group
of people interested or amused Cambridge Advanced Learner’s Dictionary, 2003. The verb entertain is added the suffix –ment to make it undergo category change into
noun entertainment which means shows, films, television, or other performances or activities that entertain people Cambridge Advanced Learner’s Dictionary, 2003.
Figure 4.1 helps to illustrate the derivational process of entertainment.
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Refreshment that has base refresh verb also undergoes derivational process. The suffix –ment is added to the base refresh in order to make it change from verb
into noun refreshment.
b. “The goodness of ice-cold Coca-cola.” Coca-cola, 1954
Goodness undergoes derivational process. The base of goodness, adjective good, is attached with the derivational suffix –ness so that it becomes noun. Before
good is attached with the suffix –ness, it means pleasant or interesting Cambridge Advanced Learner’s Dictionary, 2003. After being attached with the suffix –ness, it
becomes goodness which means the quality of being good Oxford Dictionaries, 2013. Figure 4.3 illustrates the derivational process of goodness.
Figure 4.1 The derivational process of entertainment
Figure 4.2 The derivational process of refreshment
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c.
“Cokeologist
on break.” Coca-cola, 1987 Cokeologist is one of the unique derivational processes created by Coca-cola
in the advertisements. The word cokeologist does not exist in the dictionary. It is the derivation from coke and suffix –ologist. The suffix –ologist refers to an expert in
particular area of study Cambridge Advanced Learner’s Dictionary, 2003. The advertiser simply added coke, an informal trademark of Coca-cola, to the suffix –
ologist. Cokeologist can refer to a person who is an expert at the study on Coca-cola. Figure 4.4 describes how cokeologist is formed.
d. “That are all beautiful is truer than ever today.” Pepsi, 1952
Beautiful is derived from the root beauty [n] and the derivational suffix –ful. The progress of adding suffix –ful results in beautiful [adj]. Beauty means “the
quality of being pleasing” Cambridge Advanced Learner’s Dictionary, 2003. After undergoing derivational process in which it is added with a suffix –ful, it becomes
Figure 4.4 The derivational process of cokeologist Figure 4.3 The derivational process of goodness
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beautiful which means “very attractive or very pleasant” Cambridge Advanced Learner’s Dictionary, 2003. Figure 4.5 describes the derivational process of
cokeologist.
e. “Refreshingly retro.” 1983
Refreshingly has a complex derivational process as shown in Figure 4.6. The word has refresh as its root. The root is added with the derivational suffix –ing which
marks adjective. Refreshing becomes a base for the derivational suffix –ly. When refreshing is combined with the suffix –ly, it becomes refreshingly [adv]. Figure 4.6
describes the derivational process of refreshingly.
Figure 4.6 The derivational process of refreshingly Figure 4.5 The derivational process of beautiful
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f. “Diet Pepsi promotion.” Pepsi, 1996
Promotion has promote [v] as its root. The meaning of promotion is to encourage the popularity Cambridge Advanced Learner’s Dictionary, 2003. The
root is attached to suffix -ion that converts verb into noun. Therefore, promotion [n] is formed which means the activities to advertise something Cambridge Advanced
Learner’s Dictionary, 2003. Figure 4.7 illustrates the derivational process of promotion.
Moreover, Table 4.7 illustrates the occurrences of derivation cases used in the Coca-cola and Pepsi advertisements.
Table 4.7 The Occurrences of Derivation
Soft drink Number of occurrences
Example Coca-cola
44
Who ever had of entertainment without refreshment
? 1950
Pepsi
51
That are all beautiful is truer than ever today. 1952
TOTAL 95
Based on Table 4.7, there were 44 derivation cases found in the Coca-cola advertisements and 51 derivation cases used in the Pepsi advertisements. The total
number of derivation cases used in the data is 95.
Figure 4.7 The derivational process of promotion
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8. Inflection
