An Analysis of Compound Word in Food and Beverage Brands: A Case Study of Gacoan and Wizzmie

Arini, Riska and Winarna, Winarna (2025) An Analysis of Compound Word in Food and Beverage Brands: A Case Study of Gacoan and Wizzmie. Skripsi thesis, Universitas Teknologi Yogyakarta.

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Abstract

This study aims to analyze compound word strategies based on the names of food and beverages at Gacoan and Wizzmie. In analyzing the types of compound words, the writer applies the theory of Bauer (1983). The writer also combines the linguistic theory of Haspelmath (2002) and the branding theory of Chaer (2003) to find product naming strategies. This study uses a descriptive qualitative research method. The writer collects data by observing, documenting, and identifying the menu names at Gacoan and Wizzmie. Furthermore, the writer analyzes the data by identifying, classifying, and coding the data. The results of this study indicate that of the 5 types of compound words, there is only a compound noun because the object of this study is the name of the food and beverage menu. Compound nouns have 9 different types of structures, in this study there are only 3 types of compound nouns with noun plus noun, as many as 58, noun plus verb as many as 8, and adjective plus noun, as many as 12. The amount of data is divided into two categories, namely the Transparent meaning category of 68, and the opaque meaning category of 17. The product naming strategies that the writer found include: understanding the structure of compound words, analyzing the characteristics of products, applying pragmatic elements, and considering the social and cultural context.

Item Type: Thesis (Skripsi, Tugas Akhir or Kerja Praktek) (Skripsi)
Uncontrolled Keywords: Bauer Theory, Chaer Theory, compound words, Gacoan, Haspelmath fshdhhdhd Theory, Wizzmie
Subjects: P Language and Literature > PR English literature
Divisions: Fakultas Humaniora > S1 Bahasa Inggris
Depositing User: Kaprodi S1 Bahasa Inggris UTY
Date Deposited: 02 Oct 2025 02:35
Last Modified: 02 Oct 2025 02:35
URI: http://eprints.uty.ac.id/id/eprint/19047

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