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All Journal Ethical Lingua: Journal of Language Teaching and Literature TRAVERSE - Journal of Language and Applied Linguistics
Widia Astuti
Universitas Mahasaraswati Denpasar
Humanities Languange, Linguistic, Communication & Media Social Sciences

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Derivational Affixation In English Beauty Product Advertising Slogans: A Morphological Analysis I Komang Sulatra; Desak Putu Eka Pratiwi; Widia Astuti; Ni Nyoman Ayu Manik Adnyani
Journal of Language and Applied Linguistics Vol. 7 No. 2 (2026): Journal of Language and Applied Linguistics July 2026
Publisher : Institut Pariwisata dan Bisnis Internasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22334/traverse.v7i2.265

Abstract

Language plays strategic role in advertising, particularly through slogans used in the advertisement. Slogan as one aspect in advertisement summarizes complex brand messages into brief and memorable expressions. This study aims to examine the types of derivational affixes used in commercial slogans and to analyze their meanings and communicative purposes in advertisement. Employing a qualitative descriptive method, this research analyzes seven English slogans taken from seven beauty product advertisements, such as; Nivea, Silkygirl, Garnier, Olay, Wardah, LAKME, and Estée Lauder. These data source were taken by applying purposive sampling method through searching beauty product advertisements in the internet. The data were collected through observation method and documentation techniques by selecting words with derivational affixes found in the slogans. The data were analyzed qualitatively using Katamba’s (1993) theory of derivational morphology, particularly to derivational process using tree diagrams. The findings reveal that kinds of derivational affixes used in the slogans are prefix un- and suffix -ly, -ful, -al, -ic, -less, and -able. The finding shows suffixes are dominantly used with eight (9) data compared to prefix with only three (3) data The study concludes that derivational affixation enables advertisers to construct powerful slogans by applying derivative word to enhance persuasive language therefore future research is recommended to investigate derivational morphology in a larger corpus of advertising slogans across various product categories or digital advertising platforms.
Feature-Based Patterns in English Consonant Substitution Among Fourth-Semester Indonesian English-Major University Students Widia Astuti; Ni Putu Cahyani Putri Utami
Ethical Lingua: Journal of Language Teaching and Literature Vol. 13 No. 2 (2026): Volume 13 No. 2 (2026): Volume 13 No 2 Oktober 2026
Publisher : Universitas Cokroaminoto Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30605/25409190.1032

Abstract

English consonant substitution is one of the pronunciation difficulties that may occur when English is used as a second or foreign language. This study focused on the consonant substitution patterns produced by fourth-semester students of the English Literature Study Program in a reading-aloud task. Using a descriptive qualitative approach with quantitative support, the study analyzed the substitutions based on voicing, place of articulation, and manner of articulation. The data were obtained from 10 participants and transcribed using the International Phonetic Alphabet (IPA). The analysis identified 50 consonant substitution errors across nine patterns. The most frequent pattern was /ʃ/ → /s/, occurring 14 times (28% of all substitution errors), followed by /v/ → /f/ with 13 occurrences (26%). In terms of participant prevalence, /v/ → /f/ was the most widely shared pattern, produced by 8 of the 10 participants. When target opportunities were considered, /ʒ/ had the highest error rate at 25.00% (5/20), followed by /ʃ/ at 14.00% (14/100) and /v/ at 8.13% (13/160). The feature-based analysis showed that the substitutions involved changes in voicing, place of articulation, manner of articulation, or a combination of these features. These findings provide a clearer description of the consonant substitution patterns occurring in the participants’ reading-aloud productions and may help identify consonant features that require greater attention in English pronunciation practice.
Co-Authors Desak Putu Eka Pratiwi I Komang Sulatra Ni Nyoman Ayu Manik Adnyani Putri Utami, Ni Putu Cahyani