Semantic transparency and opacity of Mc Donalds product's names

Saputra, Muhammad Fandi (2018) Semantic transparency and opacity of Mc Donalds product's names. Diploma thesis, UIN Sunan Gunung Djati Bandung.

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Abstract

Language conveys many kinds of meaning, it can be giving or getting an information, as well as its, linguistic phenomenons are many things that happen in relation to determine a meaning of something. In line with that, in naming of the products some producers usually use the combination of some words to make the products more interesting, and to get a unique meaning. They choose several words to make consument do not get what the products shape explicity, for example Mc Donalds product’s names which are using various words and combination words. This research focuses to semantic tranparency and opacity of Mc Donalds product’s names that recognized by respondents’ opinion. The primary theory is lexical semantic, tranparency and opacity by Cruse (1986). This research uses decriptive qualitative method to analyze and solve the problems. In this research data source were taken from Mc Donalds Indonesia. There are 40 product’s names of data from official website of Mc Donalds which serves into questionnaire and were distributed to 13 respondents of sixth semester of English Department. The next step in this research are collecting and analyzing the data. Those product’s names have determined the meaning by the respondents and have categorized into semantic tranparency and opacity degrees, that result 16 product’s names of full tranparency degree (TT), 15 product’s names of tranparency-opacity degree (TO), 6 product’s names of full opacity degree (OO), and 3 product’s names of opacity-transparency degree (OT). The suggestion of this research is to other researcher who attract to this studies should understand lexical semantic, semantic transparency and opacity and to readers to anaylze another product name of fast food.

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