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

Abstract

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. Keywords: brand names, English word formation. AbstrakPenelitian ini bertujuan untuk menjelaskan bagaimana nama dagang dengan bahasa Inggris di produk Indonesia diciptakan. Untuk menganalisis data yang ditemukan, para peneliti menerapkan teori pembentukan kata bahasa Inggris dalam morfologi bahasa Inggris. Penelitian ini merupakan penelitian deskriptif. Data penelitian ini adalah nama dagang berbahasa Inggris yang ditemukan dalam produk Indonesia yang diambil dari tiga supermarket di Solo yaitu Hypermart Solo Grand Mall, Hypermart Gorro Assalam, dan Carefur dari Februari hingga April 2010. Penelitian ini menemukan bahwa nama dagang berbahasa Inggris dalam produk Indonesia dapat diciptakan dengan menerapkan pembentukan kata seperti pemajemukan, pencampuran, penambahan imbuhan, reduplikasi atau pengulangan, onomatopoeia, singkatan, akronim dan pemotongan. Proses pemajemukan terdiri dari pemajemukan murni dan pemajemukan dengan modifikasi, Proses pencampuran terjadi melalui pencampuran suku pertama kata pertama dan suku pertama kata kedua, suku pertama kata pertama dan suku kedua dari depan kata kedua, kata pertama dan suku terakhir kata kedua, kata pertama dan dua suku pertama dari depan kata kedua, dua suku pertama dari depan kata pertama dan kata kedua, dua suku perta...

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