WORD FORMATION AND PRODUCT NAMING STRATEGY: A STUDY OF MORPHOLOGY

Abstract

This research entitled “Word Formation and Product Naming Strategy: A Study of Morphology” discusses the word formation theories and applies the theory in product naming. The method used in this research is qualitative descriptive. Then, the theory adopted in this research is Morphology, especially word formation which discusses the process of forming the words written by Marchand (1992) and McMannis (1998) as the major theories. While, the theory of Product Naming Strategy is taken from Danesi (2004) as the supporting one. The data used in this research are taken from media, both electronic and printed ones. The results of this research show that product naming can employ word formation theory in order to describe the kinds, characteristics, and the functions of the products. The word formation theories employed in this research are blending, clipping, compounding and coinage. While the meaning analysis is based on lexical meaning. By understanding the word formation process used as the product brand, consumers are able to recognize the products. In addition, the product naming strategy also can help the company in establishing the product brands and use it as the strategy of their product naming.