Struktur Komposita Nomina pada Situs Resmi Porsche

Abstract

This study examines the formation and meaning of nominal compounds in the German language as found in articles on the official Porsche website (porsche.com). Nominal compounds, particularly the Determinative Komposita type, are a productive lexical structure in German that combines two or more lexemes to generate new meanings that are more specific and efficient. The objective of this research is to describe the formation patterns and semantic meanings of these compounds within the context of corporate digital communication. The data were collected from five different articles on the Porsche website and analyzed using a qualitative descriptive method. The analysis reveals that most of the compounds identified are endocentric and follow common patterns such as Noun + Noun, Verb Stem + Noun, or Adjective + Noun. Additionally, the use of Fugenelemente (linking elements) such as -s and -n  is found in several compounds. Semantic analysis was conducted through structural, relational, and hierarchical perspectives as outlined by Kunkel-Razum (2012). The findings demonstrate that Porsche strategically uses compound nouns as an effective, concise, and meaningful tool for brand communication. This research contributes to the study of German morphology and offers practical implications for vocabulary learning and translation. A total of 18 compound nouns were identified from the five selected articles on the Porsche.de website.

Keywords: Nominal Compounds,  German Morphology, Porsche, Semantic Meaning