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2. Cliticization
Cliticization is the linguistic process occurring when the grammatical words are unable to stand alone phonologically and they must ‘lean’ on an adjacent word
Aronoff Fudeman, 2011: 36. The cliticizations used are the reduced forms of certain verbs. The reduced forms are no longer called syllables; thus, they cannot
stand alone O’Grady de Guzman, 2011: 138. Further, based on the data, there were three kinds of verbs that were reduced, for instance, verbs is, will and are. In
this discussion, the researcher provides two cases with the same reduced forms for Coca-cola and Pepsi advertisements.
a. “You’ll like it”. Coca-cola, 1951 and “You’ll find Pepsi-cola
everywhere.” Pepsi, 1954 The morpheme -‘ll becomes the clitic. Further, the morpheme -‘ll is the
reduced variant form of will. Since it is a reduced variant, it becomes a bound morpheme; thus, it cannot stand alone. Therefore, the morpheme -‘ll is attached to
the word you as its host. You becomes the adjacent word for the clitic -‘ll. b.
“It’s the real thing.” Coca-cola, 1973 and “There’s a new pattern of
living.” Pepsi, 1952 The morpheme –‘s in the sentence “It’s the real thing” and “There’s a new
pattern of living” is the clitic of verb is. The morphemes are attached to their hosts, it and there.
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c. “We’re rushing to bring you the greatest Coca-cola.” Coca-cola, 1980
and “You’re in the Pepsi generation.” 1964
The morpheme -‘re is the reduced variant form of are; thus, it becomes the clitic. The clitic cannot stand alone, therefore it is attached to the hosts, we and you.
d. “America’s taste.” Coca-cola, 1980 and “The world’s cup.” Pepsi,
1990 Morpheme –‘s in America’s and world’s is the genitive suffix or enclitic that
marks the genitive noun phrase. Morpheme –‘s is attached to the hosts, America and the world, that refers to the possessive noun syntactically. However, phonologically,
America and world are the hosts since a phonological host is the word before the last noun in the genitive noun phrase. The reason for using genitive suffix can refer to the
advertisers who intended to show the readers that Coca-cola has the taste owned by Americans, whereas Pepsi shows that a cup of Pepsi belongs to the world. It implies
that Coca-cola and Pepsi want to show that they are the best-selling soft drinks. There are 34 cliticizations used in the Coca-cola advertisements. In the Pepsi
advertisements, there are 40 cliticization cases used. Further, Table 4.2 describes the occurrences of cliticization in the advertisements.
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Table 4.2 The Occurrences of Cliticization Soft drink
Number of
cliticization cases
Examples
Coca-cola 34
1. You’ll like it. 1951
2. It’s the real thing. 1973
3. We’re rushing to bring you the greatest Coca-
cola. 1980
Pepsi 40
1. There’s a new pattern of living. Pepsi, 1952
2. You’ll find Pepsi-cola everywhere. 1954
3. You’re in the Pepsi generation. 1964
TOTAL 74
3. Clipping
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