Struktur komposita nomina dalam penjenamaan produk kosmetik pada situs web nivea.de

Abstract

Product naming is one of the key strategies in marketing because a product name serves not only as an identity but also as a means of communication that conveys information about the product’s functions and characteristics to consumers. In this naming process, language is often used creatively through various word-formation processes. In German, one highly productive word-formation process is composition or the formation of compound words (Komposition), particularly nominal compounds (Nominalkomposita), which involve combining two or more lexical elements into a single new word with a specific meaning. This phenomenon is not only found in the general vocabulary of the German language but also in various contexts of language use, including in the naming of cosmetic products. This study aims to identify and analyze the structure of nominal compounds in the naming of German-language cosmetic products under the Nivea brand. This study employs a qualitative approach using a descriptive method. The research data consists of lexical elements in German cosmetic product names that contain nominal compounds. The data was collected from product names listed on product packaging and in catalogs on Nivea’s official website. In this study, the analysis focuses not on the complete product names but on the lexical elements that indicate the process of composition or the formation of compound words.  The results of the study indicate that the noun compounds found in the naming of Nivea cosmetic products are generally formed through the noun + noun (N+N) pattern, compounds with a connecting element (fugenmorphem), and complex compounds consisting of more than two lexical elements. Furthermore, all of these compound words exhibit a right-headed pattern, meaning the head element is located at the end of the word and determines the primary meaning of the compound