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BLE : Blending
CLP : Clipping
BF O : Back-formation
CON : Conversion
DER : Derivation
IFL : Inflection
Table 3.2 was used to calculate the occurrences of word formation types. There are 11 types of word formation depicted in the table, the frequency, the
percentage and the examples of word formation cases.
Table 3.2 The Frequency of Word Formation Cases No
Types of Word Formation Coca- cola
Pepsi Total
Percentage 1
Borrowing 2
Cliticization 3
Coinage 4
Acronym 5
Initialisms 6
Blending 7
Clipping 8
Back-formation 9
Conversion 10
Derivation 11
Inflection TOTAL
E. Data Gathering Techniques
The research was qualitative, meaning that rather presenting the data in a numeric analysis, the data were primarily in the form of narrative report since
qualitative research is rooted in phenomenology Ary, Jacobs Razavieh, 2002. Therefore, to understand the phenomenology, the researcher conducted the
observation to collect the data from Coca-cola and Pepi advertisements as Merriam
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2002 states that “interviews, observations, and documents are the three traditional sources of data in a qualitative research study.” The data were collected from various
online sources through the search engine Google. The researcher used the stratified sampling theory that “represents all strata either in equal numbers” Krippendorff,
2004: 113. Since the data should represent all strata in equal number, the researcher took one sample of each Coca-cola and Pepsi advertisement from 1950 until 2012
and the researcher limited the samples by collecting the advertisements published in the United States of America.
The technique of gathering data in online sources is similar to Merriam’s study that “… with the advent of computer technology and the World Wide Web,
data can also be collected on-line” Merriam, 2002. After conducting observation, the researcher listed the possible samples of word formation cases occurring in the
advertisements. The samples therefore were classified into their types of word formation.
F. Data Analysis Techniques
The research was qualitative and its type was content analysis in which the researcher learned about the phenomena by studying the documents Ary, Jacobs
Razavieh, 2002. The phenomena were the word formation cases used in the Coca- cola and Pepsi advertisements. The data used in this research were the word
formation cases used in the Coca-cola and Pepsi advertisements. To analyze the data, the researcher made the codes of word formation types, for instance, one of the word
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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
