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of fanatic. The reason for using the term fan instead of its original form fanatic is that fan can be more familiar and appropriate rather than “thousand of fanatics”.
The use of clipping in the advertisements can aim to shorten the words since the words or the texts used in the advertisements are commonly short. Besides, the
clipped forms can be more familiar, as in the term fan which means someone who admires persons or something.
The findings of clipping used in the advertisements are presented in Table 4.3.
Table 4.3 The Occurrences of Clipping
Soft drink Number of clipping
cases Example
Coca-cola 3
Delicious Bacardi rum and icy coke. 1982 Pepsi
3 95 ad recall. 2006
TOTAL 6
As seen in Table 4.3, there were 3 clippings used in the Coca-cola
advertisements, whereas there were 3 clippings discovered in the Pepsi advertisements.
4. Initialism
Initialism is pronounced as the series of letters rather than a word O’Grady de Guzman, 2011: 141. The initialisms used in the data are presented on the two
sentences below: a.
“The U.S. open.” Pepsi, 1976
b. “We created a “media first” in People, the hottest magazine in the U.S.”
Pepsi, 2006.
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The initialism is U.S. Both of the initialism cases use U.S. as the series of letters. Further, it is the series of letters from United States. U.S. is called an
initialism rather than acronym since it is pronounced as separated letters U ju: and S es. There are two reasons for considering that U.S. in the sentence a and b as the
series of letters from United States. First, in sentence a, U.S. Open refers to the annual tennis tournament in the United States in which Pepsi became its sponsor.
Second, in the sentence b, People is a weekly magazine issued in the United States. Therefore, U.S. in sentence b refers to the initialism of United States.
The number of initialism cases used in the advertisements are depicted in Table 4.4.
Table 4.4 The Occurrences of Initialism
Soft drink Number of
initialism cases Example
Coca-cola
- -
Pepsi
2
The U.S. open. 1976
TOTAL 2
As seen in Table 4.4, there were only 2 initialisms discovered in Pepsi
advertisements, whereas there was no initialism used in Coca-cola advertisements.
5. Blend
Blend occurs when “a new lexeme formed from parts of two or possibly more other words in such a way that there is no transparent analysis into morphs”
Bauer, 1983: 234. Further, the blends used in the advertisements are discussed in the paragraphs as follows:
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a. “Because there’s nothing quite like Pepsi-cola.” Pepsi, 1969 and “You can
drink more of because it’s just one calorie.” Coca-cola, 1989
Because is originally formed from phrase by cause Harper, 2010. By cause means “by the reason of” Oxford Dictionaries, 2013. When the phrase blends into
because, the meaning is still the same, “for the reason that” Oxford Dictionaries, 2013.
b. “The Pepsi-Cola Mixed Team Championship will be telecast.” Pepsi, 1977
Telecast is formed from television and broadcast. Television and broadcast blend into one word, telecast. Television means “a box-like device with a screen
which receives electrical signals and changes them into moving images and sound, or the method or business of sending images and sound by electrical signals”
Cambridge Advanced Learner’s Dictionary, 2003, whereas broadcast means “to send out a programme on television or radio” Cambridge Advanced Learner’s
Dictionary, 2003. The process involves the deletion of vision in television and broad in broadcast. Therefore, the meanings of telecast can be “television broadcast” or
“transmit by television”. Therefore, the meaning of telecast used in the Pepsi’s 1977 advertisement is “transmit by television” since the advertisers intended to inform the
readers that the championship program would be aired directly. The readers were expected to watch the program and win the prizes. Moreover, the occurrences of
blend is illustrated in Table 4.5.
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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