The NEULOGISM IN ADIDAS ADVERTISEMENT PAGE

Abstract

This research discusses the use of neologism in Adidas advertisements. The purpose of this research is to describe the forms of neologism contained in Adidas advertisements. This research uses a qualitative descriptive method with data sources in the form of words, phrases, and product names found in Adidas advertisements in digital media and the official Adidas website. The theory used in this study is the neologism theory according to Shchipitsina (2009) and the word formation theory according to George Yule (2010). Data collection techniques are carried out through a documentation study by observing and recording words that contain neologism elements in Adidas advertisements. The data was then analyzed based on the type and process of word formation. The research results show that there are several types of neologisms in Adidas advertisements, namely compounding, blending, acronym, borrowing, coinage, and derivation.

The most dominant form of neologism used is compounding and blending. Some examples of neologism found include "Ultraboost", "Adizero", "Climacool", "Runfalcon", and "NMD". The use of neologism in Adidas advertising has the function of attracting consumer attention, building brand identity, creating a modern and innovative impression, and strengthening global marketingstrategies. Based on the research results, it can be concluded that the neologism in Adidas advertisements not only serves as a language variation, but also as an effective persuasive communication strategy in the modern world of advertising and marketing.