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