Research Procedures RESEARCH METHODOLOGY

38 formation types, borrowing, is given a code BO. The complete word formation codes can be found in Table 3.1 based on the theories from Aronoff and Fudeman 2011, Bauer 1983, Campbell 2004 and Katamba 1993. After making the codes for the word formation types, the researcher made Table 3.1 to classify the word formation types. The data that had been collected were classified using Table 3.1 to classify the types of word formation. To solve the second research problem regarding the frequency of word formation cases occurring in the Coca-cola and Pepsi advertisements, the researcher calculated the occurrences of word formation types in the Coca-cola and Pepsi advertisements by using Table 3.2. The percentage of each word formation type was calculated using the formula: P = x 100 Note: P : the percentage F : the frequency of each word formation type found in Coca-cola and Pepsi advertisements T : the total number of word formation cases After calculating the occurrences, the researcher obtained the percentages of each word formation. Therefore, the researcher described the most frequently word formation used based on the numeric analysis of the occurrences.

G. Research Procedures

There are several steps in conducting the research. First, the researcher decided the topic that was going to be discussed. Second, after deciding the topic, the 39 researcher conducted a library study to support the topic with the theories from Aronoff and Fudeman 2011, Bauer 1983, Campbell 2004, Katamba 1993 and O’Grady and de Guzman 2011. Third, the researcher collected the data from various online sources. Fourth, having had the data, the researcher took the cases of word formation types. Fifth, the cases of word formation types were classified in each group of word formation types using Table 3.1. Sixth, the researcher calculated the occurrences of word formation cases using Table 3.2. Seventh, the researcher analyzed the types of word formation using the theories from Aronoff and Fudeman 2011, Bauer 1983, Campbell 2004, Katamba 1993 and O’Grady and de Guzman 2011. Eighth, the researcher wrote the report from the results of the research. 40

CHAPTER IV RESEARCH RESULTS AND DISCUSSION

This chapter consists of two parts, namely the discussion of the word formation used in the Coca-cola and Pepsi advertisements and the discussion of the most frequently word formation used in the Coca-cola and Pepsi advertisements.

A. The Word Formation Used in Coca-cola and Pepsi Advertisements

The researcher discovered that there were 2 borrowings, 34 cliticizations, 1 blending, 3 clippings, 1 conversion, 44 derivations and 84 inflections in the Coca- cola advertisements. From Pepsi advertisements, there were 4 borrowings, 40 cliticizations, 2 initialisms, 4 blendings, 3 clippings, 5 conversions, 51 derivations and 107 inflections. To sum up, there were 385 word formation cases used in the Coca-cola and Pepsi advertisements. In this section, the researcher provided the discussions and analyses of each word formation used in the Coca-cola and Pepsi advertisements.

1. Borrowing

Borrowing is the linguistic process of taking words from another language and making them part of recipient language’s own vocabulary Campbell, 2004: 62. In this study, the borrowing cases used are the borrowing cases from other languages to English. The researcher discovered that there were six borrowing cases used in the Coca-cola and Pepsi advertisements published from 1950 until 2012. Further, the