Borrowing The Word Formation Used in Coca-cola and Pepsi Advertisements

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CHAPTER IV RESEARCH RESULTS AND DISCUSSION

This chapter consists of two parts, namely the discussion of the word formation used in the Coca-cola and Pepsi advertisements and the discussion of the most frequently word formation used in the Coca-cola and Pepsi advertisements.

A. The Word Formation Used in Coca-cola and Pepsi Advertisements

The researcher discovered that there were 2 borrowings, 34 cliticizations, 1 blending, 3 clippings, 1 conversion, 44 derivations and 84 inflections in the Coca- cola advertisements. From Pepsi advertisements, there were 4 borrowings, 40 cliticizations, 2 initialisms, 4 blendings, 3 clippings, 5 conversions, 51 derivations and 107 inflections. To sum up, there were 385 word formation cases used in the Coca-cola and Pepsi advertisements. In this section, the researcher provided the discussions and analyses of each word formation used in the Coca-cola and Pepsi advertisements.

1. Borrowing

Borrowing is the linguistic process of taking words from another language and making them part of recipient language’s own vocabulary Campbell, 2004: 62. In this study, the borrowing cases used are the borrowing cases from other languages to English. The researcher discovered that there were six borrowing cases used in the Coca-cola and Pepsi advertisements published from 1950 until 2012. Further, the 41 borrowing cases discovered in the advertisements are described in the paragraphs as follows: a. “Janet’s cranberry sauce her secret recipe.” Coca-cola, 1979 Recipe is a loanword which is borrowed from Latin word recipe. It literally means “receive” and it is first used as an instruction in medical prescription Oxford Dictionaries, 2013. In English, recipe means a set of instructions for preparing a particular dish, including a list of the ingredients required and the medical prescription Oxford Dictionaries, 2013. Therefore, the meaning of recipe broadened, from focused only on medical prescription into culinary terms. b. “At a sidewalk café in Paris.” Coca-cola, 1954 Café is a loanword from French’s word café, which means “coffeehouse”. Having borrowed into English, the meaning of café broadened into “a small restaurant selling light meals and drinks”. In North America, café can be a bar or nightclub. Furthermore, in South Africa, café means a shop selling sweets, cigarettes and newspapers and staying open after normal hours Oxford Dictionaries, 2013. Therefore, nowadays, café does not only refer to a coffeehouse, but it also refers to a place selling meals and drinks, bars, or even selling cigarettes and newspapers. c. “Pair up for picnics and parties, holidays and hoedowns.” Pepsi, 1970 Picnic is a loanword from French’s word pique-nique piknik, which literally means “outdoor meal”. The borrowing process involves the borrowing of phonological aspects from the donor language. Picnic shares the same phonemic as pique-nique, which is piknik. After having borrowed into English, the meaning of 42 picnic is the same as French’s pique-nique, which means “an occasion when you take a meal with you to eat outside in an informal way” Cambridge Advanced Learner’s Dictionary, 2003. d. “… saying ‘Aloha’ to Walfea.” Pepsi, 1977 Aloha is borrowed from Hawaiian. Aloha functions as a greeting. It also means “hello” Oxford Dictionaries, 2013. The advertisers used the phrase aloha because the purpose of the advertisement was to invite the readers to join Pepsi championship whose prizes were playing golf and having holiday in Hawaii. Therefore, aloha was used since it is the loanword from Hawaiian and it can be used to attract the readers to join the championship and win the prize. e. “These are really great hors d’oeuvres.” Pepsi, 1994 Hors d’oeuvres is directly borrowed from French. Hors d’oeuvres means “starter” in culinary term Oxford-Hachette Dictionary, 1996, whereas hors d’oeuvres in English also has the same meaning, “a small savoury dish eaten at the start of a meal” Cambridge Advanced Learner’s Dictionary, 2003. In conclusion, the meaning of hors d’oeuvres in English and French is a starter meal. The borrowing process does not change the sound patterns and morphological patterns. English’s hors d’oeuvres is pronounced similar to French’s hors d’oeuvres, ɔ : d ə :v, d ə :vr ə . f. Refreshingly retro. Pepsi, 1983 Retro is a loanword from French. The original form in French is retro, which means “imitating the styles of earlier period” Oxford-Hachette Dictionary, 1996. 43 The meaning of retro does not change after having borrowed in English. In English, retro means “imitative of a style or fashion from the recent past” Oxford Dictionaries, 2013. The advertisers used the term retro in order to promote the new design of Pepsi can that used Pepsi logo from the past. The borrowing cases discovered in the Coca-cola advertisements are 2 cases, whereas there are 4 cases used in the Pepsi advertisements. The borrowing cases are illustrated in Table 4.1 below. Table 4.1 The Occurrences of Borrowing Number of borrowing cases Examples Coca-cola 2 1. Janet’s cranberry sauce her secret recipe. 1979 2. At a sidewalk café in Paris. 1954 Pepsi 4 1. Pair up for picnics and parties, holidays and hoedowns. 1970 2. … saying ‘Aloha’ to Walfea. 1977 3. These are really great hors d’oeuvres. 1944 4. Refreshingly retro. 1983 TOTAL 6 Based on the data, it can be concluded that French words are the most borrowed words in the English language system. The possible reason why French words are the most borrowed words is a prestige Campbell, 2004: 64. The prestige of borrowing the terms in French is caused by the fact that French had more social status and it was considered prestigious during Norman French dominance in England Campbell, 2004:64. 44

2. Cliticization