The Frequency of the Word Formation Used in Coca-cola and Pepsi

66 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. 67 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. 68 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. 69

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