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consist of two sections, namely the definition of word formation and the types of word formation. The next parts discuss the theories related to the advertising, such as
communication and advertisement.
1. Morphology
Matthews 1991: 5 states that by the beginning of the 1960s, morphology traditionally deals with the word since the word was merely one term in a hierarchy
of units. Matthews 1991: 5 provides the example in “They are trying hard, the words are and trying would constitute a phrase are trying “. However, as the phrase
are trying consists of the elements from the words are and trying, the word trying also has its elements try- and ing. Therefore, according to Matthews 1991:9,
morphology is no longer dealing with the words, but it deals with the internal structure of words as it is explained in the previous example trying. Further, Katamba
1993 defines morphology as synchronic discipline focusing on the study on word structure. Regarding the topic discussed, morphology encompasses the phenomenon
of word formation since word formation is one of the branches of morphology Plag, 2002: 4. Based on the definitions of morphology stated by Matthews, Katamba and
Plag, morphology is concluded as one of the branches in the linguistics focusing on the study on internal word structure which will be the groundwork for this study on
word formation.
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2. Word and Lexeme
Speakers of language utter millions of words every day as one of the ways to communicate and keep in touch with others. Not only does it occur in spoken
communication, a word also occurs in the literacy and oral form. People use words to make communication and connection with others. The words are uttered every day.
Hence, there is a huge possibility that new word forms. The forming of new words involves the word formation. However, before moving further to the word formation,
the essential meaning of a word itself should be examined. Matthews 1974 proposes the definition of word in two senses. Sense 1 refers to the definition of word
phonetically. A word consists of syllables and ultimately letters or phonemes and it is considered the primitives or minimal elements of the secondary articulation of
language Matthews, 1974: 24. The example based on Matthews’ study is the word country, which phonetically consists of [k
ʌ
n] and [tri] with stress on the first syllable. Sense 2 refers to the definition of word in grammatical and syntactic context.
Matthews 1974: 25 states that word in sense 2 belongs to the grammatical articulation of language and its properties are most usually characteristic of syntactic
classification for instance, see is a verb or of meaning for example, die is in one sense opposite in meaning to live.
After having described the definition of word, the researcher is going to provide the definition of lexeme. To give the illustration of lexeme, the researcher
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employs the example that has been illustrated by Katamba 1993: 17 in the sentence as follows:
He went to the pub for a pint and then pockled off.
Based on the example, Katamba 1993 provides the description of lexeme. When the readers find the word pockled as an unfamiliar word, they probably look up
in the dictionary under the word pockle instead of pockled. Katamba assumes that they know that pockled is not going to be listed in the dictionary. Furthermore, they
also know that the words pockling and pickles will also exist. Therefore, Katamba 1993 concludes that lexeme is an abstract vocabulary item p. 17. Further, a lexeme
is generally written in its citation form, for instance
BOOK
Aronoff Fudeman, 2011: 43, that is written in the small capital letters. Similar to pockle, the words see, saw,
seen, sees and seeing are the realizations of the lexeme
SEE
. Moreover, regarding this research, the term word and lexeme will be used in the analysis of data and discussion
of the research.
3. Morpheme
