Register Journal (Nov 2014)

The Analysis of English Word Formations Used on Brand Names Found in Indonesian Products

  • Giyatmi Giyatmi,
  • Endang Dwi Hastuti,
  • Ratih Wijayava,
  • Sihindun Arumi

DOI
https://doi.org/10.18326/rgt.v7i2.214
Journal volume & issue
Vol. 7, no. 2

Abstract

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This research aims at describing how brand names with English in Indonesian products are created. To analyze the data found the researchers applied English word formation in English morphology. This is a descriptive research. The data were brand names using English found in Indonesian product which were taken from three supermarkets in Solo namely Hypermart Solo Grand Mall, Hypermart Gorro Assalam, and Carefur from February up to April 2010. The research found that the brand names with English in Indonesian products can be created by applying word formation such as compounding, blending, affixation, reduplication, onomatopoeia, abbreviation, acronym and clipping. The process of compounding consists of pure compounding and modification compounding, The process of blending includes the first syllable of the first words and the first syllable of the second words, the first syllable of the first words and the second syllable from the front of the second words., the first words and the last syllables of the second words, the first words and two syllables from the front of the second words, two syllables from the front of the first words and the second words, two syllables from the front of the first words and the first syllable of the second words, the first words and the two last syllables from the back of the second words, and the first words and the first syllables of the second words. The affixation process covers prefixes pro-, -bio and suffixes –y, - er, -ness, -ish, and –s. The process of reduplication includes pure modification, modification with intensifier meaning and reduplication with sound change. The process of abbreviation found is pure abbreviation and acronym. The process of clipping includes the clipping of letter and syllables.