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of personal pronouns, the use of compounds, the use of coinage or new words, the use
of anagrammatic spellings and the use of borrowed words. e.
Coca-cola and Pepsi Advertising Strategies
Coca-cola and Pepsi have different strategies to advertise their products. They use a slogan, a jingle and anything that can be used to promote the products. For
instance, Pepsi attempted to target more costumers with the campaign “Pepsi Generation” aimed to target the young customers for the marketing, whereas Coca-
cola used Tab, a diet soda, to focus on the female market Michman Mazze, 1998: 233. Further, Michman Mazze 1998: 235 state that Coca-cola’s promotional
theme “the light refreshment” worked wonders Michman Mazze, 1998: 232. In 1942, Pepsi created and used a jingle concept to advertise the products. The jingle
emphasized a larger size bottle: Pepsi-Cola hits the spot.
Twelve full ounces, that’s a lot. Twice as much, for a nickel, too.
Pepsi-Cola is the drink for you. The jingle was translated into 55 different languages, and in 1949, Life
magazine called it immortal Michman Mazze, 1998: 237.
B. Theoretical Framework
There are two research problems in this study, namely the word formation types used in the Coca-cola and Pepsi advertisements and the most frequently word
formation used in the Coca-cola and Pepsi advertisements. Based on the theoretical
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description, the researcher employs the theories from Aronoff and Fudeman 2011, Bauer 1983, Campbell 2004, Katamba 1993 and O’Grady and de Guzman
2011 about the morphological phenomena focusing on word formation processes to solve the two research problems.
To solve the first research problem, the theories that will be used are word formation types which are compiled from the studies by Aronoff and Fudeman
2011, Bauer 1983, Campbell 2004, Katamba 1993 and O’Grady and de Guzman 2011. There are eleven word formation types, namely borrowing,
cliticization, coinage, acronyms, intialism, blending, clipping, back-formation, conversion, derivation and inflection. Based on the provided theories, the researcher
attempts to analyze the word formations used in the Coca-cola and Pepsi advertisements.
To solve the second research problem, the most frequently word formation used, the researcher uses the theories of word formation from the studies by Aronoff
and Fudeman 2011, Bauer 1983, Campbell 2004, Katamba 1993 and O’Grady and de Guzman 2011. The researcher attempts to classify the word formations used
in the Coca-cola and Pepsi advertisements into 11 categories, namely borrowing, cliticization, coinage, acronyms, initalism, blending, clipping, back-formation,
conversion, derivation and inflection. Afterwards, the researcher will identify which category is the most frequently used in the advertisements
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CHAPTER III RESEARCH METHODOLOGY
This chapter consists of seven subtopics. The first subtopic is the research method implemented to conduct the research. The second subtopic is the research
setting that refers to the place and time in which the research was conducted. The third presents the sources of data. The fourth is the instruments used to collect the
data. The fifth is the techniques used to gather the data. The sixth is the data analysis. The last part of this chapter is the procedures of the research.
A. Research Method
The research was qualitative research since it focused on understanding social phenomena from the perspective of the human participants in the study Ary, Jacobs
Razavieh, 2002. The intended social phenomenon was the soft drink advertisements that widely exist in society. The soft drink advertisements were
analyzed linguistically to understand the word formation used in the advertisements. The research was also considered content analysis. According to Fraenkel and
Wallen 2008, content analysis is “a technique that enables researchers to study human behavior in an indirect way through an analysis of their communications” p.
472. Here, the focus of the content analysis is indirect research. The researcher therefore took the data by analyzing and interpreting the recorded materials Ary,
Jacobs Razevieh, 2002. Further, Ary, Jacobs and Razevieh 2002 explain that the
