Blending in Advertisements for Events

https://doi.org/10.22146/lexicon.v5i2.42012

Salsabila Bunga Sangsthita(1*), Rio Rini Diah Moehkardi(2)

(1) English Department, Universitas Gadjah Mada
(2) English Department, Universitas Gadjah Mada
(*) Corresponding Author

Abstract


Blending is often used in copywriting since the construction of the new words in blending is eye-catching. This paper investigates how blends are constructed in advertisements for events. The data for the research were obtained from advertisements for events held in Yogyakarta from 2014 to 2017. The data were analyzed using Hosseinzadeh’s (2014) classification to determine the type of blends by reconstructing them and which type the most frequently used. The results show that 50 blends were found in the advertisements. Blends belonging to Types 1, 2, 3, 5 were used almost equally frequently, i.e., 22%, 20%, 20%, 28% respectively. Only two Type 4 blends (4%) were found and Types 6 and 7 blends were not found at all. However, three new blends were found (6%).

Keywords


advertisement; blending; morphology; word formation

Full Text:

194-199 PDF


References

Algeo, J. (1977). Blends, A stuctural and systemic view. American Speech 52(1/2), 47-64.

Crystal, D. (2003). A dictionary of linguistics and phonetics. Oxford: Blackwell Publishing.

Gries, S. T. H. (2004). Shouldn’t It Be Breakfunch? A Quantative Analysis of Blend Structure in English.

Hosseinzadeh, N. M. (2014). New blends in English language. International Journal of English Language and Linguistics Research 2(2), 15-26.

Kalima, J. (2007). Word Formation on Internet Gaming Forums. Unpublished undergraduate thesis. Jyväskylä: University of Jyväskylä. Retrieved from https://jyx.jyu.fi/bitstream/handle/123456789/18948/Kalima_Juhamatti_kandi.pdf.

Lusekelo, A. (2010). Morphology-pragmatics interface: The case of the Tanzanian commercials in Swahili newspapers. Afrikanistik Aegyptologie Online. Retrieved from https://www.afrikanistik-aegyptologie-online.de/archiv/2010/2711.

Masithoh, T. (2014). Word formation process at Pazzo Pancake menu names in Kudus Extention Mall. Lantern 3(2), 1-8. Retrieved from https://ejournal3.undip.ac.id/index.php/engliterature/article/view/5274/5079.

Plag, I. (2003) Word-Formation in English. Cambridge: Cambridge University Press.

Samaru-Charles, L. (2001). Rule-breaking in the language of advertising. Unpublished undergraduate thesis. Swathmore, P.A.: Swathmore College. Retrieved from https://scholarship.tricolib.brynmawr.edu/bitstream/handle/10066/10849/Samaru-Charles_thesis_2002.pdf?sequence=1&isAllowed=y.

Setyowati, R. (2015). Prosodic morphological analysis on blends used as brand of snacks and beverages. Unpublished undergraduate thesis. Yogyakarta: Universitas Gadjah Mada.



DOI: https://doi.org/10.22146/lexicon.v5i2.42012

Article Metrics

Abstract views : 961 | views : 2654

Refbacks

  • There are currently no refbacks.


Copyright (c) 2018 Salsabila Bunga Sangsthita, Rio Rini Diah Moehkardi

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Lexicon Office

English Department
Faculty of Cultural Sciences,
Universitas Gadjah Mada
Soegondo Building, 3rd Floor, Room 306
Yogyakarta, Indonesia 55281
Telephone: +62 274 513096
Email: lexicon.fib@ugm.ac.id

ISSN: 2746-2668 (Online)

Web Analytics View Stats

Creative Commons License
LEXICON is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Lexicon is indexed in

 
About UsSubmissionIssuePoliciesReview
Editorial Team
Journal History
Contact
Author Guidelines
Article Submission
Account Registration
Current Issue
All Issues
Upcoming Issue
Privacy Statement
Open Access
Publication Ethics
Review Process
Peer Reviewers
Reviewer Guidelines