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Morphological Process of Compound Words on Food and Beverage Names in J.CO Donuts & Coffee

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Morphological Process of Compound Words on Food and Beverage Names in J.CO Donuts & Coffee Morphological Process of Compound Words on Food and Beverage Names in J.CO Donuts & Coffee MORPHOLOGICAL PROCESS OF COMPOUND WORDS ON FOOD AND BEVERAGE NAMES IN J.CO DONUTS & COFFEE Fitri Rahmawati Astiandani English Literature, Faculty of Languages and Arts, State University of Surabaya [email protected] Abstrak Pemilihan nama makanan dan minuman pada daftar menu menjadi bagian penting dari strategi pemasaran. Satu-satunya tujuan adalah untuk menarik lebih banyak konsumen. Oleh karena itu, beberapa bisnis kuliner seperti restoran, kafe, atau kedai makanan menyediakan daftar menu yang ditulis dalam bahasa Inggris dan dengan cara yang unik, baik dengan menggabungkan kata-kata atau membentuk kata baru. Dalam hal ini, proses morfologi berperan penting dalam membentuk kata majemuk. Tujuan dari studi ini adalah untuk menjabarkan proses pembentukan kata majemuk serta mengklasifikasikan tipe dan makna semantik pada makanan dan minuman di J.CO Donuts & Coffee. Penelitian ini menggunakan metode deskriptif kualitatif dan teori dari Delahunty dan Garvey (2010) serta Lieber (2009) dalam menganalisis data. Dalam memperoleh analisis data, beberapa proses analisis dilakukan, yaitu: (1) menggambarkan proses pembentukan masing-masing nama, (2) mengklasifikasikan nama berdasarkan kelasnya dalam kategori majemuk, dan (3) menemukan makna masing-masing nama kemudian mengkategorikannya sesuai dengan tipe dan makna semantik. Hasil penelitian menunjukkan bahwa makanan dan minuman dibentuk dari kata benda majemuk, kata sifat majemuk, dan majemuk neoklasik dengan tiga klasifikasi yaitu morfem ganda, kata majemuk ganda, dan tanpa morfem ganda dan majemuk ganda. Dalam jenis dan makna semantik, ditemukan majemuk endosentris dengan makna transparan dan majemuk eksosentris dengan makna opak (tidak jelas). Kata Kunci: proses morfologi, kata majemuk, majemuk endosentris dan eksosentris, makna transparan dan opak, nama makanan dan minuman Abstract Opting for food and beverage names on the menu list becomes a significant part of the marketing strategy. The only aim is to attract more consumers. Therefore, several culinary businesses such as restaurants, cafes, or food stall provide menu lists written in English and in a unique way either by combining words or forming a new word. In this case, morphological process plays a significant role in forming compound words. The purpose of the study is to describe the process of forming the compound words as well as classify the semantic types and meanings on food and beverage names in J.CO Donuts & Coffee. This study applies a descriptive qualitative method and theories from Delahunty and Garvey (2010) and Lieber (2009) in analyzing the data. In gaining the data analysis, several processes of analysis are done, they are (1) describing the formation of each name, (2) classifying the names based on its classes in compound category, (3) finding the meaning of each name then categorize it according to the semantic types and meaning. The result shows that food and beverage are formed from compound nouns, compound adjectives, and neo-classical compounds with three classifications namely double morpheme, double compound words, and without double morpheme and double compound. In semantic types and meanings, there are found endocentric compound with transparent meaning and exocentric compound with opaque meaning. Keywords: morphological process, compound words, endocentric and exocentric compound, transparent and opaque meaning, food and beverage names 1 LITERA KULTURA Volume 08 Nomor 01Tahun 2020 meanings of compound words on culinary terms. The INTRODUCTION results indicate that there are quite a lot of compound words Nowadays, the use of English in Indonesia both that categorized into attributive, noun compound, and spoken and written is quite frequent to be found. This is transparent meaning used on culinary terms in Masterchef indicated by a large number of English terms used in U.S Season 7 (Noumianty, 2016). almost all sectors in Indonesia. One of them is in the food With reference to the previous study, this study and beverage sector. Food and beverage are closely examines the research related to the morphological process interrelated to human life since they include in human of compound words used on food and beverage names in basic needs (Oelofse, 2014). Due to the globalization era, J.CO Donuts & Coffee with research questions: (1) How is lots of cafes and restaurants create English unique names the formation of compound words used in food and of their food and beverage such as butterscotch, holland beverage names in J.CO Donuts & Coffee? (2) What are the bitterballen, and maui fruit punch. It is because in the semantic types of compound words that occur to the food modern age, opting for food and beverage names in the and beverage names in J.CO Donuts & Coffee? menu list becomes a significant part of the marketing In order to answer those two research questions, strategy. Therefore, several culinary businesses such as this study used some theories as parameters to analyze the restaurants, cafes, or food stall provide menu lists written data. The theories are summarized as follows. in English and in a unique way to attract consumers. Compound Words Moreover, there are various ways to create a unique name either by combining words or forming a new word According to Lieber (2009), compounds are words The matter pertaining to the food and beverage that are comprised of two (or more) bases, roots, or stems. It unique name in English is closely related to the study of can be written in open form (e.g. high school), hyphenated forming words named word-formation. According to Plag, form (e.g. dress-up), or in closed form (e.g. scholarship). (2003), word-formation can be defined as the study of how Generally, free bases are used to compose compounds in new complex words are built based on other words or English. For instance, book store is formed by two nouns, morphemes. Each word has a meaning indeed, but it can be icy cold is created from two adjectives, greenhouse is grammatically simple and complex. Besides, one of the formed by an adjective and a noun, and sky blue is created word-formations which is closely related to the internal from a noun and an adjective. structure of words is compounding. The internal structure Basically, the term head refers to the most that occurs in compounding can be clearly represented significant part of complex linguistic structures. In through the illustration of the morphological process which compounds, the head is one word that controls other words later can be connected to the types of compounds based on while modifier is another word that modifies the head. the classes in compound. Those types are compound Semantically, this means that the set of entities possibly nouns, compound verbs, compound adjectives, compound denoted by the compound (i.e. all film societies) is a subset adverbs, and neo-classical compounds (Delahunty & of the entities denoted by the head (i.e. all societies) (Plag, Garvey, 2010). Furthermore, Lieber (2009) classified the 2003). Concerning their head, compounds have a very compound into two types based on its semantic important systematic property: their head usually appears on relationship namely endocentric and exocentric compound. the right-hand side (the so-called right-hand head rule). The Endocentric is similar to headed compound while compound as a whole inherits most of its semantic and exocentric is the same as headless compound. syntactic information from its head. Below is a further The form of words can be connected with its explanation related to compound words. meaning as Ullman stated in Noumianty (2016) that every A. Morpheme compound consists of words that are arbitrary and opaque, Bauer (1983) stated that a morpheme may be without any connection between sound and sense, and implied as to the minimal unit of grammatical analysis. others which are at least to some degree motivated and Basically, morpheme can be divided into two types, namely transparent. In this case, transparent words and opaque free morpheme and bound morpheme. Free morpheme is a words are the types of meanings mentioned in Lieber morpheme that can stand independently by itself as a single (2009). word such as in chair, nut, and big. Furthermore, bound Several studies of compound words process have morpheme is a morpheme that cannot stand alone and is been held in the prior research. The first is the research normally attached to free morpheme such as in re-, -ist, -ed, done by Djordjevic et al in 2013 which investigated the -s, un-, -al. These forms are called affixes, the term for the process of compounding in Arundhati Roy’s ‘The God of formative types that can be used only when added to Small Things’. The results of the study show that there are another morpheme (Crystal, 2008). Affixes consist of three many theoretically productive categories of compounds kinds, namely prefixes, infixes, and suffixes. Prefixes are used in this novel such as endocentric compounds positioned at the beginning of the word (e.g. un-, mis-), (Djordjevic, Laban, Moc, Kovincic, & Przulj, 2013). The infixes are incorporated within another word second research has been done by Denise Sheilla Noumianty in 2016 which examines the types and Morphological Process of Compound Words on Food and Beverage Names in J.CO Donuts & Coffee (e.g. fuckin in unfuckinbelieveable), while suffixes have to is a kind of mill, and a truck driver which is a kind of be added to the end of the word (e.g. –less, -ist). In driver. English, all affixes are included in bound morphemes On the other hand, in exocentric compounds, the (Yule, 2010). referent of the compound as an entire is not the referent of Functionally, bound morpheme can be divisible the head or it can be said that the components do not have a into two categories. The first is derivational morpheme head-modifier semantic relationship. In addition, the which is used to produce new words or change the meaning of this construction is opaque since it is impossible grammatical category of a word (e.g.
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