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Table 4.5 The Occurrences of Blend
Soft drink Number of blend
cases Example
Coca-cola
1 The Pepsi-Cola Mixed Team
Championship will be telecast. 1977
Pepsi
4
Because there’s nothing quite like
Pepsi-cola. 1969
TOTAL 5
There were 4 blends in the Pepsi advertisements and one blend in the Coca- cola advertisements. Therefore, the total number of blend is 5 and because is the
most frequently blend used in the data.
6. Conversion
Conversion is “the change in form of class of a form without any corresponding change of form” Bauer, 1983: 32. Conversion therefore does not
involve any affixation in forming the new lexemes. Furthermore, the conversion cases used in the advertisements are discussed in the paragraphs as follows:
a. “The more you text, the more you can protect.” Coca-cola, 2012
The word class of text in the sentence is a verb. It undergoes conversion from noun text, meaning the written words in a book, magazine, etc., not the pictures
Cambridge Advanced Learner’s Dictionary, 2003, to verb to text meaning to send someone a text message Cambridge Advanced Learner’s Dictionary, 2003. The
advertisers used the term text since they intended to attract the readers’ attention to protect the polar bears by sending the text messages.
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b. “You name the course.” and “You name the country.” Pepsi, 1977
Name in the sentence b is a verb meaning “to give someone or something a name” Cambridge Advanced Learner’s Dictionary, 2003. The verb undergoes
conversion from noun name, meaning the word or words that a person, thing or place is known by Cambridge Advanced Learner’s Dictionary, 2003, into the verb to
name. The verb name in the sentence
You name the course
was used in order to urge the readers to give a name to the course they took in the Pepsi-cola championship.
On the other hand, the verb name in the sentence You name the country was used to ask the readers to do the action of giving a name to the country in the Pepsi-cola
championship. c.
“Mail it to Pepsi-cola.” Pepsi, 1977
Mail has two functions, as a noun and a verb. In the sentence c, mail functions as a verb. It undergoes conversion from mail [n] to mail [v]. Mail as a verb
has a meaning to send a letter or parcel or to email something Cambridge Advanced Learner’s Dictionary, 2003, whereas mail as a noun means the letters and parcels
which are transported and delivered by post, or the postal system itself Cambridge Advanced Learner’s Dictionary, 2003. In the Pepsi’s 1977 advertisement, the
advertisers used verb mail to urge the readers to play the game in Pepsi-Cola Mixed Team Championship Sweepstakes by mailing their predictions to Pepsi-Cola team.
d. “The look of a new generation.” Pepsi, 1987
The conversion case in the sentence d undergoes the change of part of speech from the verb look, meaning to direct your eyes in order to see Cambridge
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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
