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การใช้คำทับศัพท์ภาษาอังกฤษในข้อความโฆษณาเสื้อชั้นในสตรียี่ห้อยูนิโคล่ภาษาไทย |
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| รหัสดีโอไอ | |
| Creator | จอมขวัญ สุทธินนท์ |
| Title | การใช้คำทับศัพท์ภาษาอังกฤษในข้อความโฆษณาเสื้อชั้นในสตรียี่ห้อยูนิโคล่ภาษาไทย |
| Publisher | คณะนิเทศศาสตร์ มหาวิทยาลัยราชภัฏรำไพพรรณี |
| Publication Year | 2565 |
| Journal Title | วารสารสหวิทยาการสังคมศาสตร์และการสื่อสาร |
| Journal Vol. | 5 |
| Journal No. | 3 |
| Page no. | 31-41 |
| Keyword | use of English-Thai transliterated words, advertisement, women’s bras, UNIQLO |
| URL Website | https://so02.tci-thaijo.org/index.php/ISSC/index |
| Website title | https://so02.tci-thaijo.org/index.php/ISSC/index |
| ISSN | ISSN 2630-0478 |
| Abstract | The objective of this research article is to present an analysis of English-Thai transliterated words used in Thai advertisements for UNIQLO women’s bras. The contents purposively selected from e-newsletters of UNIQLO Thailand issued from 01 October 2019 to 30 September 2020 are analyzed based on the concept of usage of transliterated words. The study found the following. (1) Free morphemes—Two types of free morpheme classified by part of speech used are noun and verb.Use of nouns is most frequently found: 11 nouns used 62 times or 98.41 percent, and only one verb, support, is used one time or 1.59 percent. (2) Compound words—Two types of compound words are found. One type is words compounded through grammatical interference or borrowing from English by using the order of English free morphemes, the modifier-head principle. Two words of this type, cup design and bra top are used at the same frequency of six times or 60 percent. The other type is words compounded using the order of Thai free morphemes, the head-modifier principle. Four words of this type, cup bra, casual look, cotton, and bra strap, are used four times or 40 percent. (3) Derivational morphemes—One type of derivational morpheme is found which is placement of the Thai prefix Kan before an English verb; one word, support, is used two times or 100 percent. (4) Sound deletion to suit the Thai consonant sound system by placing a Thanthakhat mark on the deleted consonant. Two types of sound deletion of English words are found. One type is deletion of the single final consonant. Five words of this type were used 51 times or 91.18 percent, and the word design was most frequently used. The other type is deletion of the compound final consonant. Two words of this type were used three times or 8.82 percent, and the word supporting was most frequently found. |
