Word formation process of road advertisement in Surabaya

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Firmansyah, Aditya Aldi (2021) Word formation process of road advertisement in Surabaya. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

This study analyzes roadside advertisements in three locations in Surabaya (east, center, and west). It was using the theory of word-formation processes by O’Grady and Gusman (1996) to find out the meaning of words in advertisements. In this study, the researcher answered the three problems of study. First, types of English word-formation are found in outdoor advertisements installed in the east, central, and west Surabaya roadside? Second, how are the messages or information conveyed from the data found? Third, what word-formation is most often found in the Surabaya protocol roadside? This study used a descriptive approach in this qualitative research design because the researcher conducted the study to explain the meaning and describe how the word-formation of outdoor advertisement was installed on the roadside of Surabaya. Meanwhile, the research also uses a quantitative research method to know the kind of word-formation most often found in the advertisement on the roadside of Surabaya. The results of this study indicate that there are 115 data in the form of English words in the advertisements placed in the three locations. The data are classified into ten word-formation categories such as blending, borrowing, compounding, coinage, conversion, clipping, initialization and acronym, back-formation, derivation, and inflection. All the data is processed and analyzed to find out the message or information of the data in the advertisement based on the context and category of word-formation. The type of word formation that is most often found in Surabaya is compounding, which is a combination of two words to give an interesting impression rather than using two words naturally, and usually, it is used as the brand name of a business. Examples of compounding are Tabletoys, Globalart, Vapeboss, Greenlake, many more.