Word Formation Processes in Thai Outdoor Advertisements

Abstract

The purpose of this study is to analyze word formation process in outdoor advertisements found on the main roads and in the department stores in Bangkok. The study finds 36 outdoor advertisements which include 39 new words created and 53 samples of word formation process categories. The results of the study represents that slogan and brand name in particular goods such as clothes, vehicles, and shoes are most frequently discovered in those outdoor advertisements. The study indicates that 37.74 percent of those new words are created by compounding which is the most frequently used of word formation processes in outdoor advertisements. The second frequently used is 13.21 percent of new words created by multiple processes, following by 7.55 percent of new words created by blending, and loanword, then, 5.66 percent of new words created by derivation or affixation, clipping,
and conversion. And 3.77 percent of new words created by Back-formation and Acronyms, finally, 1.89 percent of new words created by creative respelling and inflection, respectively. Furthermore, the study also catches 5.66 percent of new words created by other processes like using idioms and sentences. However, calques or loan translation does not invent in outdoor advertisements in this study.