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CHAPTER V CONCLUSIONS AND RECOMMENDATIONS
This chapter consists of two parts, namely conclusions and recommendations. Conclusions aim to sum up the research findings and highlight the aspects, whereas
recommendations consist of recommendations for the current study and the further research.
A. Conclusions
The objectives of this study are to discover and analyze the word formation used in the Coca-cola and Pepsi advertisements and to find out the most frequently
word formation used in the Coca-cola and Pepsi advertisements. The data were taken from Coca-cola and Pepsi advertisements that were published in the United States
and the years of publication range from 1950 to 2012. First, regarding the first objective of the study, there were only 8 word formation types that were used in the
data despite 11 word formation types proposed in the review of related literature. The data were obtained by classifying the data using the theories from Aronoff and
Fudeman 2011, Bauer 1983, Campbell 2004, Katamba 1993 and O’Grady and de Guzman 2011. The result was that there were 8 word formation types used,
namely borrowing 6 cases, cliticizations 74 cases, initialism 2 cases, blending 5 cases, clipping 6 cases, conversion 6 cases, derivation 95 cases and inflection
191 cases in the Coca-cola and Pepsi advertisements. The word formation types that
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were not used were acronym, coinage and backformation. Answering the second research problem, the most frequently word formation used, the researcher discovered
that inflection was the most frequently word formation used with 191 cases occurring in the Coca-cola and Pepsi advertisements.
The researcher also learned to find the possible reasons in word formation although the study did not focus on the possible reasons. Borrowing was mostly
influenced by French words. The words picnic, café and hors d’oeuvre are the loanwords from French. The possible reason why borrowing is influenced by French
words can refer to prestige since French was considered prestigious and it had status that is more social during Norman French period in England Campbell, 2004: 64.
Furthermore, in the derivational process used in the data, there is a new word coined that does not exist in the dictionary, cokeologist. The reason why advertisers created
the word cokeologist which does not exist in the dictionary can refer to the situation in which the advertisers tried to attract the readers since one of the advertisers’
strategies is to sustain readers attention, to make the advertisement memorable and to prompt the readers into appropriate action Leech, 1966. Besides, there are many
unpredictable and uncommon words, for instance, refreshingest. The phenomena of coining the new words can be regarded as the creative explosion of linguistics in the
advertisements. Moreover, the language used in the Coca-cola and Pepsi advertisements did not change significantly since 1950 until 2012. However, Coca-
cola and Pepsi always changed their slogans for each particular time. Besides, the researcher found the difference between older advertisements and more recent
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advertisements. The difference lies in the text and image proportion. The older advertisements tend to focus on the text. In the contrary, the more recent
advertisements, particularly issued in the 2000s, tend to focus on the image rather than the text.
B. Recommendations