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Table 4.8 The Occurrences of Inflection
Soft drink Inflection Types
Number of inflection
cases Example
Coca-cola
Affixation 68
Thirst knows no season. 1952
Apophony 4
And your friends will be extra glad they came. 1957
Suppletion 8
No wonder Coke refreshes you best. 1961
Partial suppletion 4
The taste of coke has made it the world’s most popular soft drink.
1970 Root-and-pattern
- -
Stem alternations -
- Reduplication
- -
TOTAL 84
Pepsi
Affixation 86
Pepsi gives more bounce to the ounce. 1951
Apophony 9
The Pepsi Challenge showed who won.
1975 Suppletion
- -
Partial suppletion 12
Pepsi-cola has steadily kept pace. 1952
Root-and-pattern -
- Stem alternations
- -
Reduplication -
- TOTAL
107
Based on Table 4.8, Coca-cola has 84 inflection cases and Pepsi has 107 inflection cases. The total of inflection cases used in the Coca-cola and Pepsi
advertisements is 191.
B. The Frequency of the Word Formation Used in Coca-cola and Pepsi
Advertisements
This section is to answer the second research objective, the most frequently word formation used in the Coca-cola and Pepsi advertisements published in the
United States from 1950 until 2012. Table 4.9 presents the finding of the research.
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Table 4.9 The Frequency of the Word Formation Used in Coca-cola and Pepsi Advertisements
No Types of Word Formation
Coca- cola
Pepsi Total
Percentage 1
Borrowing 2
4 6
1.5 2
Cliticization 34
40 74
19.22 3
Coinage -
- -
- 4
Acronym -
- -
- 5
Initialisms -
2 2
0.5 6
Blending 1
4 5
1.2 7
Clipping 3
3 6
1.5 8
Back-formation -
- -
- 9
Conversion 1
5 6
1.5 10
Derivation 44
51 95
24.6 11
Inflection 84
107 191
49.6
a. Affixation
68 86
154 b.
Apophony 4
9 13
c. Suppletion
8 -
7 d.
Partial suppletion 4
12 16
e. Reduplication
- -
- f.
Root-and-pattern -
- -
g. Stem alternation
- -
- TOTAL
169 216
385 100
Table 4.2 presents the frequency of word formation used in Coca-cola and Pepsi advertisements published in United States from 1950 until 2012. Out of 11
word formation proposed in the theoretical framework, there are 8 word formations used. The 8 word formations used are borrowing, cliticization, initialism, blending,
clipping, conversion, derivation and inflection. From Coca-cola advertisements, there are 2 borrowing cases, 34 cliticization cases, 1 blending case, 3 clipping cases, 1
conversion case, 44 derivation cases and 84 inflection cases. In Pepsi advertisements, there were 4 borrowing cases, 40 cliticization cases, 2 initialism cases, 4 blending
cases, 3 clipping cases, 5 conversion cases, 51 derivation cases and 107 inflection cases.
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Based on the data, inflection dominates the findings with 49.6 and 191 cases discovered. Derivation is on the second with 24.6 and 95 cases discovered.
The third position is cliticization with 19.22 and 74 cases. Borrowing is on the fourth position of the most frequently word formation used with 1.5 and 6 cases.
Clipping succeeds borrowing with 1.5 and 6 cases. Blending shares 1.2 with 5 cases. Further, initialism is the most rarely word formation used with 0.5
percentage and 2 cases. To sum up all the findings and to answer the second research objective, inflection is the most frequently word formation used.
Inflection is the most frequently word formation used since one of its types, affixation, occurs frequently with 154 cases. Besides, the affixations discovered in
the advertisements are the affixations of forming the third person singular present tense forms, past tense forms, progressive forms, comparative forms and superlative
forms. The affixations of forming the third singular present tense forms occur frequently rather than other types. It is because the texts in the advertisements are
narrative texts, imperative texts and suggestions that use present tense, particularly the third person singular present verbs. The texts use present tense since the
advertisers aim to attract the readers with the factual and general facts of their products. However, affixation also occurs in the form of past tense verb, for instance,
showed. The past tense verbs are mostly used to inform the readers about the events that had been occurring and the ideas. Besides, inflection also covers the use of
superlative and comparative forms that becomes one of the linguistics features in the English advertisements Linghong, 2006.
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CHAPTER V CONCLUSIONS AND RECOMMENDATIONS
This chapter consists of two parts, namely conclusions and recommendations. Conclusions aim to sum up the research findings and highlight the aspects, whereas
recommendations consist of recommendations for the current study and the further research.
A. Conclusions
The objectives of this study are to discover and analyze the word formation used in the Coca-cola and Pepsi advertisements and to find out the most frequently
word formation used in the Coca-cola and Pepsi advertisements. The data were taken from Coca-cola and Pepsi advertisements that were published in the United States
and the years of publication range from 1950 to 2012. First, regarding the first objective of the study, there were only 8 word formation types that were used in the
data despite 11 word formation types proposed in the review of related literature. The data were obtained by classifying the data using the theories from Aronoff and
Fudeman 2011, Bauer 1983, Campbell 2004, Katamba 1993 and O’Grady and de Guzman 2011. The result was that there were 8 word formation types used,
namely borrowing 6 cases, cliticizations 74 cases, initialism 2 cases, blending 5 cases, clipping 6 cases, conversion 6 cases, derivation 95 cases and inflection
191 cases in the Coca-cola and Pepsi advertisements. The word formation types that