THE FUNCTION OF ADJECTIVES AS PREMODIFIERS TO THE
MEANING OF MAYBELLINE’S BEAUTY PRODUCT LABEL
NAMES
AN UNDERGRADUATE THESIS
Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra
in English Letters
By
MONICA DONNA ARI KRISTANTI HADI Student Number: 134214120
ENGLISH LETTERS STUDY PROGRAM DEPARTMENT OF ENGLISH LETTERS
FACULTY OF LETTERS SANATA DHARMA UNIVERSITY
THE FUNCTION OF ADJECTIVES AS PREMODIFIERS TO THE
MEANING OF MAYBELLINE’S BEAUTY PRODUCT LABEL
NAMES
AN UNDERGRADUATE THESIS
Presented as Partial Fulfillment of the Requirements for the Degree of Sarjana Sastra
in English Letters
By
MONICA DONNA ARI KRISTANTI HADI Student Number: 134214120
ENGLISH LETTERS STUDY PROGRAM DEPARTMENT OF ENGLISH LETTERS
FACULTY OF LETTERS SANATA DHARMA UNIVERSITY
“I
y ,
it might take a day,
w ’
FOR MY BELOVED PARENTS
Donatus Pardi
&
ACKNOWLEDGEMENTS
I send my deepest gratefulness to Jesus Christ for the never ending love and blessing. I thank Jesus for the hope and the guidance in finishing this thesis. Being able to finish this thesis is such a challenge for me. However, I thank Him because He has given me family and friends who always support me in every situation I have.
I would like to extend my gratitude to my advisor, Anna Fitriati, S. Pd., M. Hum., for understanding my difficulties, guiding me patiently, and giving me courage to finish this thesis. I also would like to send my gratitude to my co-advisor,
Arina Isti’anah, S.Pd., M. Hum for the advice and never ending support. I also give my appreciation to all the lecturers for giving me experiences and precious knowledge.
My deepest gratitude goes to my beloved parents, Ayah and Mami, for the endless love, care, and prayer. I would like to thank them for supporting me morally and financially, giving me hope and courage to face difficulties, and giving their best effort for my future. I would never finish this thesis without their sincere love. I also thank my sister, Tita.
I send my gratitude to all my very lovely best friends Hiba, Nino, Dayu, Disa, Desi, Ula, Satya, Wikan, Lolo, Halim, Cilla, Annisa, Comel, Meni, and Elice for the love, support, never ending jokes, gossips, and other amusement stuff which cheer me up when I felt down and difficult to finish my thesis. I thank them for the joy and happiness they bring. I also thank a person, who is always there for me in my sadness, Alex. I thank him for giving me happiness, support, and courage from the beginning of my thesis until this time.
Moreover, my gratitude and appreciation go to everyone who prays and gives support for me in the process of writing this thesis.
TABLE OF CONTENTS
TITLE PAGE ... ii
APPROVAL PAGE ... iii
ACCEPTANCE PAGE ... iv
STATEMENT OF ORIGINALITY ... v
LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ILMIAH ... vi
MOTTO PAGE ... vii
3. Language in Advertisement ... 18
CHAPTER IV: ANALYSIS (RESULT AND DISCUSSIONS)
A. How Adjectives are Used as Premodifiers... 25
1. The Types of Adjectives ... 27
2. The Functions of Adjectives ... 29
3. The Taxonomy of Adjectives ... 31
a. Dimension ... 31
b. Physical Property... 32
i. Texture ... 34
ii. Consistency ... 35
iii. Substantiality ... 35
iv. Configuration ... 35
c. Color ... 36
d. Value ... 37
e. Speed ... 37
B. The Function of the Adjectives to the Meaning of the Label Names ... 38
1. The Types of Adjectives ... 38
2. The Functions of Adjectives ... 40
3. The Meaning of Adjectives ... 42
a. Dimension ... 42
b. Physical Property... 44
c. Color ... 47
d. Value ... 48
e. Speed ... 50
CHAPTER V: CONCLUSION ... 52
BIBLIOGRAPHY ... 54
APPENDICES Appendix 1: The Data ... 56
Appendix 2: The Categories of Adjectives ... 58
Appendix 3: The Definition of the Adjectives in Oxford Dictionary ... 59
LIST OF TABLES
Table 2.1 Taxonomy of the Adjectives by Givon ... 12
Table 2.2 Taxonomy of the Adjectives by Frawley ... 12
Table 3.1 The Categories of Adjectives ... 23
Table 3.2 The Taxonomy and the Semantic Property of Adjectives ... 24
Table 4.1 The Categories of Adjectives ... 26
Table 4.2 The Types of Adjectives ... 27
Table 4.3 The Attributive Functions of Adjectives ... 30
Table 4.4 Dimension as the Taxonomy of Adjectives ... 32, 43 Table 4.5 Physical Property as the Taxonomy of Adjectives ... 33
Table 4.6 Attributive Adjectives in Foundation Products... 40
Table 4.7 Attributive Adjectives in Mascara Products ... 41
Table 4.8 Physical Property to the Meaning of the Label Names ... 45
ABSTRACT
HADI, MONICA DONNA ARI KRISTANTI. The Function of Adjectives as Premodifiers to the Meaning of Maybelline’s Beauty Product Label Names. Yogyakarta: Department of English Letters, Faculty of Letters, Sanata Dharma University, 2017.
The use of language cannot be separated from people‟s everyday life. English is a language that fulfills the need of communication among people in different countries. This situation will direct English to be used in a lot of fields, especially in business trade markets. One example of the companies that uses English for the commercial is Maybelline, an American cosmetic company. Their product label names are written in English. To fulfill the need of simple and accurate language, noun phrases are used in Maybelline’s label names.Maybelline’s product label names mostly used adjective as their premodifiers. Furthermore, this study will explain the function of the adjectives to the meaning of the label names.
In this study, the writer formulates two objectives. The first is to identify the adjectives which are used as premodifiers in the product label names. After finding the adjectives as premodifiers, the writer aims to find out the second problem which is to see the function of those adjectives to the meaning of the label names.
The writer analyzed Maybelline’s 28 label names in six different products. There were eyeshadow, liner, mascara, foundation, powder and lipcolor. Furthermore, there were 36 different adjectives in the label names which were analyzed. The writer collected all the noun phrases used as the data and classified the adjectives based on the type, the function, and the taxonomy. Then, the writer identified the semantic properties of each adjective found in each noun phrase. In order to know the function, the writer organized the semantic properties of each adjective by categorizing them based on the taxonomy.
ABSTRAK
HADI, MONICA DONNA ARI KRISTANTI. The Function of Adjectives as Premodifiers to the Meaning of Maybelline’s Beauty Product Label Names. Yogyakarta: Program Studi Sastra Inggris, Fakultas Sastra, Universitas Sanata Dharma, 2017.
Penggunaan bahasa tidak dapat dipisahkan dari kehidupan sehari-hari masyarakat. Bahasa Inggris adalah bahasa yang memenuhi kebutuhan komunikasi antara orang-orang di berbagai negara. Situasi ini mengarahkan Bahasa Inggris digunakan dalam berbagai bidang, terutama di pasar bisnis perdagangan. Salah satu contoh perusahaan yang menggunakan bahasa Inggris untuk kepentingan komersial mereka adalah Maybelline, perusahaan kosmestik Amerika. Nama produk Maybelline
ditulis dalam bahasa Inggris. Untuk memenuhi kebutuhan bahasa yang sederhana dan akurat, frasa nomina digunakan dalam penamaan produk Maybelline. Label produk sebagian besar menggunakan kata sifat sebagai premodifiers. Selanjutnya, penelitian ini akan menjelaskan fungsi dari kata sifat terhadap arti dari nama label produk tersebut.
Dalam penelitian ini, penulis merumuskan dua tujuan. Yang pertama bertujuan untuk mengidentifikasi kata sifat yang digunakan sebagai premodifiers
dalam nama label produk. Setelah menemukan kata sifat sebagai premodifiers, penulis bertujuan untuk mengetahui masalah kedua yaitu untuk melihat fungsi kata sifat terhadap arti dari nama label produk.
Penulis menganalisis 28 nama label Maybelline dalam enam produk yang berbeda yaitu eyeshadow, liner, maskara, foundation, bedak, dan pewarna bibir. Terdapat 36 kata sifat yang berbeda dalam label yang dianalisis. Penulis mengumpulkan semua frasa nomina sebagai data dan mengklasifikasikan kata sifat berdasarkan jenis, fungsi, dan taksonomi. Kemudian, penulis mengidentifikasi komponen makna setiap kata sifat yang ditemukan dalam setiap frasa nomina. Untuk mengetahui fungsi dari kata sifat, penulis mengelompokkan komponen makna berdasarkan taksonomi kata sifat.
Hasil penelitian menunjukkan bahwa terdapat 30 kata sifat sederhana dan 7 kata sifat majemuk. Sebagian besar jenis kata sifat yang digunakan adalah kata sifat sederhana yang bertujuan agar kata efektif dalam menjelaskan produk. Fungsi 36 kata sifat merupakan atributif. Hal ini digunakan untuk menjelaskan secara ringkas karakter dan kualitas khusus produk. Terdapat 5 kategori taksonomi yaitu 3 kata sifat dimensi, 18 kata sifat properti fisik, 1 kata sifat warna, 12 kata sifat nilai, dan 2 kata sifat sebagai kecepatan. Taksonomi kata sifat menunjukkan nama label produk
CHAPTER I INTRODUCTION
A. Background of the Study
The use of language cannot be separated from people‟s everyday life.
Language becomes very important as a medium for communicating with other people. Finegan mentions that the function of language is asserted “to be so crucial in communicating and interpreting utterances” (2015: 7). In order to deliver the message, people should understand the language they use. There are so many different languages spoken by people all over the world. In order to respond this situation, language becomes a connection of communication among people all over the world. By understanding the same language, the purpose of communication will be conveyed well. English is a language that fulfills the need of communication among people in different countries. Therefore, English is learnt by most people around the world. Freeman defines English as “a second language for most of the people of the world, has increasingly become the international language for business and commerce, science and technology and international relationship and diplomacy” (1991:1).
markets. The products or the services which use English in commercial will be known and understood not only in their countries they are produced, but also in the worldwide. The trade markets become worldwide because English is an international language. If more people know the products or services the companies sell, it will gain some more advantages to the company.
One example of the companies that uses English for their commercial is cosmetic company. Many cosmetic companies are in a competition to sell their products to people worldwide. Therefore, it will be very crucial for the company to introduce their products well. Responding to this situation, a lot of cosmetic companies use English in naming their cosmetic products in order to make people notice their products. Maybelline is one of cosmetic companies which applies this term. Their product label names are written in English. The examples are Master Precise Liquid Liner, Dewy Smooth Foundation, Dream Liquid Mousse, and Dream Wonder Powder. According to Maybelline’s official website, it is said that
Maybelline comes from a small, family-owned business to the number one cosmetic company in America (https://www.maybelline.com/). Maybelline is successful in becoming one of the most favorite cosmetic companies. It is proven by more than 4,9 million makeup fans around the world follow Maybelline on Instagram.
In naming cosmetic products, the choice of words is very important. The words written in products label names are simple and interesting because the choice
of words influences consumers‟ willingness to buy the products. Ahluwalia and
persuasion process for consumers” (2008: 692). Therefore, the words written have to be well organized and well arranged. Grammar is an English structure which gives function in the word structures.
One grammatical unit that supports this study is phrase. A phrase is a group of words that has a certain function in a sentence. It is used to determine the object of the sentence. There are several types of phrases. There are noun phrase, verb phrase, adjective phrase, adverbial phrase, and prepositional phrase. One of the phrases that fulfill the need of commercial‟s purpose is noun phrase. To fulfill the need of simple and interesting language, noun phrase is used in Maybelline’s beauty product label
names. A noun phrase consists of determiner, modifier, and the head (Greenbaum, 1989: 60). A modifier is an element which can give clear explanation about the products. Modifier explains the head by giving a specific description. There are several types of premodifiers, one of them is adjective. Maybelline’s product label names are mostly used adjective as their modifiers. Adjectives are used in the noun phrase because it functions as describing words which describe the head. It gives the characteristics to the head. Adjectives will explain its function to the product‟s label names.
B. Problem Formulation
Based on the background of the study above, the problems of this study are formulated as follows:
1. How are adjectives used as premodifiers in Maybelline‟s beauty product label names?
2. How do those adjectives function to the meaning of the label names?
C. Objectives of the Study
Based on the problem formulation above, this study has two objectives. The first is to explain how the adjectives are used as premodifiers in the product label names. After finding the adjectives as premodifiers, the writer aims to find out the function of those adjectives to the meaning of the label names.
D. Definition of Terms
In order to avoid misunderstanding on certain terms, it is necessary to define some terms which are related to this study. The first term is a noun. A noun is one of English class of words. Bussmann defines noun as
The second term is a noun phrase. According to Wardaugh, the definition of a
noun phrase aims to show that “a noun phrase is a grammatical construction that
usually contains a noun as its central constituent” (1977: 247). A noun is not only categorized as simple noun phrase but also as complex noun phrase. According to
Quirk and Greenbaum, the way to analyze a complex noun phrase needs “three
distinguish elements of complex noun phrases. The elements are the Head, Premodification, and Postmodification” (1973: 375- 376).
The third term is a premodifier. Moreover, the head noun can be accompanied
by one or more modifiers. Leech and Svartvik mention that “Modifiers which precede
the head are called premodifiers, and those which occur after the noun head are called
postmodifiers” (1994: 251). Quirk, Greenbaum, Leech, and Svartvik categorize premodifiers into six types. There are adjective, participle, noun, genitive, adverb and other phrases, and sentence (1994: 1322).
The last term is an adjective. Kennedy reveals that “One of the classes of noun modifiers consists of single words called adjectives which associate certain
CHAPTER II
REVIEW OF LITERATURE
A. Review of Related Studies
The writer identifies the analysis by explaining some related studies which more or less have the same topic, data or method with this study. There are three undergraduate theses and one article which are used in this study.
The first is the undergraduate thesis by Kusuma (2007). In her study, she discusses what patterns of the English noun phrases which are mostly used in football news in The Jakarta Post and the average length of those noun phrases. First, she observes the elements of the noun phrases. Second, she classifies the noun phrases to know which type mostly occur. Then, Kusuma determines how long the average lengths of those noun phrases are.
There is a similarity between Kusuma‟s study and this study. Both of these
studies identify the elements of the noun phrase. However, Kusuma‟s study and this study have different data and objectives. Kusuma takes the data from football news in
The second is the undergraduate thesis by Yudit (2004). In her study, Yudit reveals Hemingway‟s style based on the noun phrases that occur in his two short stories which were Hills like White Elephants and Indian Camp. The similarity
between Yudit‟s study and this study is both of them concern in analyzing the
elements of the noun phrases. Therefore, the analysis of the elements forming the noun phrase can determine the function of those noun phrases. On the other hand, this
study differs from Yudit‟s study. Yudit‟s analysis focuses on certain function of noun
phrases to reveal Hemingway‟s style in his two short stories. However, the analysis of this study will find out the function of adjectives used as premodifier in the noun phrases to the meaning of Maybelline‟s beauty product label names.
The third is undergraduate thesis by Adityawati (2014). Her study focuses on the noun phrase occurred in chapter 7 of the linguistic textbook entitled Linguistics: Teach Yourself? She explains how frequent the noun phrases occurred in chapter 7 of
Linguistics: Teach Yourself? and how complex those noun phrases are.
Adityawati‟s study has similarity with this study which explains about the
The last is an article by Dubitsky, Lowrey, and Shrum (2003). In their study,
they determine whether linguistic features of brand names are related to customers‟
memory of those brand names. Dubitsky, Lowrey, and Shrum observe the language used in brand-names from ASI Market Research, a leading communication research company. Semantics is used in this study to deal with the meanings of sentences, words, and texts. The results of this study show that throughout the brand-name development process, marketers notice the linguistic characteristics of those names.
The similarity of the article and this study is both of them use brand names or product names as the data of the study. The article and this study also use semantic devices to show the function of certain linguistic units. However, this study differs from the article. This study does not explain the relation between brand name linguistic characteristics. Instead, this study analyzes the noun phrases in
Maybelline‟s beauty product label names and the adjectives used as premodifier to
the meaning of the product names.
B. Review of Related Theories
In this study, the writer explains some theories which support in accomplishing the analysis. Furthermore, the theories will help the writer to analyze the data which are Maybelline’s beauty product label names.
1. Syntax
For discussing and revealing the data which is noun phrases, the writer needs
study of the relationships between linguistic forms, how they are arranged in sequence, and which sequences are well-formed” (1996: 4). Kim and Sells say that
“We understand that one important goal of teaching English syntax is to help students
enhance their understanding of the structure of English in a systematic and scientific
way” (2007: i). Borsley also states that Syntactic is concerned with the ways words are combined to form sentences (2003: 1). Therefore by learning syntax, it gives understanding of arranging words correctly and structurally.
a. Lexical Category
Lexical category is a categorization of words. Kim and Sells state the
definition of lexical category aims to answer “what kinds of words (also known as
parts of speech, or lexical categories, or grammatical categories) does English have?”
(2007: 11). There are five word categories. There are Noun (N), Verb (V), Preposition (P), Adjective (Adj) and Adverb (Adv). Furthermore, the explanation will be focused on the adjectives as premodifiers.
Kennedy reveals that adjectives associate certain characteristics such as colour, size or shape to nouns (2003: 230). An adjective is a class of word which is used for describing things. There are four criteria for adjectives. They can be premodified by intensifier very, can be in attributive function, predicative function, and comparative or superlative form.
i. Types of Adjectives
divided into simple adjectives as in great, beautiful, smart, old, big, diligent, and
naughty and compound adjectives as in sunfast, good-looking, and long-lasting. A single word which is modified by suffix cannot be called as a compound word because it does not consist of more than one base. Therefore, it can be categorized as a simple adjective. Some suffixes are indeed found as adjectives. The examples are {–able} in comfortable, {-full} in playful, {-y} in dirty, {-al} in sensational, and {–less} in poreless.
Quirk, Greenbaum, Leech, and Svartvik state that “A compound is a lexical
unit consisting of more than one base and functioning both grammatically and
semantically as a single word” (1994: 1567). It means that the words formed of more
than one base can be categorized as a compound word. There are three different forms of compounds such as solid, hyphenated, and open. The examples are solid like in a flowerpot, hyphenated like in a flower-pot, and open like in a flower pot
ii. The Functions of Adjectives
Adjectives can function as attributive and predicative. Leech and Svartvik state that attributive acts as premodifiers of nouns and predicative acts as complement of verb (1994: 272).
The theory of syntactic functions of adjectives by Quirk, Greenbaum, Leech, and Svartvik mentions that adjectives are attributive when they premodify the head of a noun phrase as in a small garden, and popular ballads. Adjectives are predicative when they function as subject or object complement as in the children are happy, and he seems careless.
Attributive adjectives give the head description by explaining the characteristics of the head. The characteristics are the adjectives which premodify the head of a noun phrase. Moreover, predicative adjectives give additional information about the subject or the object in the sentence.
iii. The Taxonomy of Adjectives
Table 2.1 Taxonomy of Adjectives by Givon
No. Taxonomy Adjectives
1. Dimension big, large, little, small, long, short, wide,
narrow, etc.
2. Physical Property hard, soft, heavy, rough, smooth, sour, etc. 3. Colour black, white, red, and so on
4. Human Propensity jealous, happy, kind, clever, cruel, proud, etc. 5. Age new,young, and old Frawley gives more explanation in the taxonomy. It can be seen as follows,
Table 2.2 Taxonomy of Adjectives by Frawley
Taxonomy
Definition of the Adjectives
Human Propensity
Mental State jealous, happy, loyal, ashamed
Physical State weak, sore thirsty, robust
Behavior wild, argumentative, funny
Physical Property
b. Noun Phrase
A phrase consists of more than one word which one of the words categorized as the head. It makes a phrase is defined as a group of words. A noun phrase is a group of words which has a noun as its head. A noun is one of English class of words. Kim and Sells (2007:12) assert that “Noun refers to an
individual of entity.” Leech and Svartvik say that “A noun phrase is a phrase which can act as subject, object, or a complement of a clause, or as prepositional
complement” (1994: 251). Noun is not only categorized as simple noun phrase but also as complex noun phrase. Quirk and Greenbaum state that there are “three distinguish elements of complex noun phrases. The elements are the Head,
Premodification, and Postmodification” (1973: 375- 376).
Greenbaum points out that “The structure of a typical noun phrase may be
represented schematically in the following way, where the parentheses indicate
elements of the structure that may be absent” (1989: 60). The structure can be written
as follows,
The second element mentioned in the noun phrase is determiner. Determiners are words which identify the range of reference of a noun in various ways. Determiners always precede the noun they determine, but they have different positions relative to another. There are three types of determiners according to their position. There are predeterminers as in all and both, central determiners as in this,
those, and some, and postdeterminers as in many and few.
Moreover, the head noun can be accompanied by one or more modifiers. Leech and Svartvik mention that “Modifiers which precede the head are called premodifiers, and those which occur after the noun head are called postmodifiers” (1994: 251). Quirk, Greenbaum, Leech, and Svartvik categorize premodifiers into six types. There are adjective, participle, noun, genitive, adverb and other phrases, and sentence (1994: 1322).
The choice of an adjective phrase in the structure of a noun phrase is independent of previous choices from determiner items as in all poetry, the beautiful creatures, and both my younger sisters. In principle, there are no restrictions on the number of adjectives realized before the head (Aarts and Aarts, 1982: 108).
The next is participle as premodifiers. There are two kinds of participle which are {–ing} participle and {–ed} participle. A present participle usually uses {–ing}
have achieved adjective status, like in her view was very alarming, you are very
frightening, and the man was very offended. Sometimes, the participle reaches full adjective status when it is compounded with another element like in long-lasting.
It is also possible if the head of a noun phrase is premodified by another noun phrase. The examples of noun phrase which are premodified by another noun phrases are sign language, weather chart, traffic jam, London street guide, stock market report, and a milk and fruit diet (Aarts and Aarts, 1982: 110-111).
Premodifiers can be realized by genitive. Genitive means things which belong/belonged to somebody or something. The examples are I visited his
fisherman’s cottage and Sarah’s room. It means the cottage belongs to a fisherman and the room which belongs to Sarah. (Quirk, Greenbaum, Leech, and Svartvik, 1994: 1322).
Another premodifier is adverb and other phrases. It can be said that other prases also can be categorized as premodifiers in the noun phrase such as adverb phrase and prepositional phrase. The examples of adverb phrase as premodifiers are
the way down, the man outside, the air up here, and the day before, whereas, the examples of prepositional phrase as premodifiers are the city of Rome, the book on the top, the path along the canal, and the trees in the park (Aarts and Aarts, 1982: 114).
In the structure of the element of noun phrase, a sentence can be realized as premodifiers. The examples of sentence as premodifers are he asked I don’t know
However, the premodifiers consisting of a compound word are called compound premodifiers. These compound words are hyphenated as in icy-cold water, a record- breaking jump, brand-new dinner plates, a good-looking girl, and a first-class performance (Leech and Svartvik, 1994: 272).
The last element mentioned in the noun phrase is postmodifiers. Postmodifiers are words which come after the head. Quirk and Greenbaum state that postmodifiers
are “comprising all the items placed after head- notably prepositional phrases,
non-finite clauses, and relative clauses” (1973: 376).
2. Semantics
In order to understand language, it is important to know the meaning of the words. It is a must to be familiar with the meaning of the words in order to compose a phrase or a sentence. Dixon states that “Underlying both words and grammar there is semantics, the organization of meaning” (2005: 6). Furthermore, Yule mentions that
“Semantics is the study of the relationships between linguistic forms and entities in
the world; that is, how words literally connect to things” (1996: 4). Therefore, semantics will help to determine the meaning of the words by considering the context.
Kennedy reveals that “Linguists have, at various times, explored the
90). However, many words can be described as being semantically subordinate or super ordinate to other words. It is called a hyponym (Kennedy, 2003: 69), like in
great, expert, perfect are the hyponym of good.
In order to understand the context, lexical meaning will give function to find out the meaning by considering the semantic property from each lexical category. Fromkin mentions that “subfields of semantics are lexical semantics, which is
concerned with the meaning of words, and the meaning relationship among words”
(2003: 173). Therefore, lexical semantics concerns in determining the meaning of the words.
The piece of information on which speakers of the language agree is called semantic properties. The example of a semantic property is female. Female occurs as categorization of tigress, doe, hen, aunt, girl, and woman. Words that share a semantic property are said to be in a semantic class (Fromkin, 2003: 176). In order to help determining semantic property of an adjective, semantic feature will be used.
Fromkin explains that “Semantic features are a formal or notational device that
indicates the presence of absence of semantic properties by pluses and minuses” (2003: 177).
3. Language in Advertisement
Goddard states that “While it is undoubtedly true that adverts are texts that do
their best to get our attention, to make us turn towards them” (2001: 6). Therefore, advertisement can be said as medium to receive people attention. After gaining people attention, advertisement is also used to make a profit for certain people or institutions. There are some aspects which are considered to reach profit in advertisement. There are image, verbal text and layout. Just as the way an image can be seen to display certain ideas in advertisement, text also could deliver message by a well-written form. The language in advertisement tend to be more objective than the spoken data.
One of important aspects in written form is a brand name. Goddard states that
“Because of the way we make connections between words and particular ideas,
feelings and experiences, brand names are crucial for advertisers” (2001:80). Brand
names of certain product will be noticed by the customers. If customers notice about the products, it will increase the number of the selling products. Therefore, the choice of words is the crucial point in naming the products, in order to make the product names are noticeable for the customers.
Tai states that there are 10 rules in creating a great name. One of the rules is
the name must be short. He says that “If they have a short name that is easier to
remembered. Tai also states that “Long names can work but circumstances in which this happens are hard to come by” (2009: 141).
C. Theoretical Framework
This part explains the function of the theories in solving the problems formulated in this study. The first theory which is used in this study is syntax. Syntax explains definition of a noun phrase. In order to identify the adjectives, it is needed to know the elements which form a noun phrase first. Therefore, the writer explains premodifiers as the elements of the noun phrase.
After knowing the definition and the elements of noun phrase, those explanations direct to answer the first problem formulation which is to find how the adjectives are used as premodifiers in Maybelline’s beauty product label names. The second theory which is used in this study is also related to syntax. It is theory of the adjectives. This theory gives further explanation about the adjectives used as premodifiers.
CHAPTER III METHODOLOGY
A. Object of the Study
The objects of the study are adjectives as premodifiers which are found in
Maybelline’s beauty product label names. The words written in the product label names are simple and interesting because the choice of words influences consumers‟ willingness to buy the products. Khrisna and Ahluwalia state that “Few researchers have focused on the role of language in the persuasion process for consumers” (2008:692).
All the data are taken from the official website of Maybelline which is https://www.maybelline.com/. Maybelline is one of the most famous cosmetic companies in the world. Furthermore, this study analyzes 28 label names. There are eyeshadow, liner, mascara, foundation, powder and lipcolor. From one noun phrase in the label name, it can consist of more than one adjectives as premodifiers which are used to be analyzed. Furthermore, there are 36 different adjectives found from those label names which are going to be analyzed.
B. Approach of the Study
syntactic approach deals with the ways words are combined to form sentences (Fromkin, Rodman, and Hyams 2003: 1). It is concerned to develop precise descriptions of aspects of the syntax. This approach explains the relationships between linguistic forms, how they are arranged in sequence, and which sequences are well-formed (Yule, 1996: 4).
Syntactic approach is proper to be used in this study because syntactic approach gives deep explanation about grammar. Therefore, it directs to see the elements which form a noun phrase. Referring to the explanation, syntax helps to find the premodifiers occurred in the noun phrases. Later, it determines the premodifiers which are categorized as adjective in Maybelline’s beauty product label names.
Another approach which is used in this study is semantic approach. Dixon
states that “Underlying both words and grammar there is semantics, the organization
of meaning” (2005: 6). This study analysis tries to see the function of adjectives as premodifiers to the meaning of the label names.
In order to see the meaning of the label names, the writer has to identify the semantic properties of the adjectives. Leech also says that using semantic feature, it can show the synonymy of two items (1981: 90).
C. Method of the Study
This part explains the data which are used in this study. There are two subtopics in this part. The first part is data collection and the second part is data analysis.
1. Data Collection
There were 28 noun phrases used as the sample data of this study. Best states
that “sample is a small proportion of a population selected for observation and
analysis” (2014:11). There were so many products released by Maybelline. There were more than ten products from the eyeshadow, liner, mascara, powder, foundation and lipcolor.
The writer limited the data which were used in this study by choosing the noun phrases from six products above. These six products were chosen because almost beauty companies produced those products. Furthermore, 28 noun phrases were chosen as the data because they had already presented the adjectives which were used as premodifiers in Maybelline’s label names. Each noun phrase was also chosen based on the different adjectives occurred. Furthermore, there were 36 adjectives found in those noun phrases.
From those noun phrases found in the data, they brought adjectives as premodifiers. Referring to this explanation, those adjectives were observed based on the type of the adjectives, the function of the adjectives, and the taxonomy of the adjectives.
2. Data Analysis
There were several steps which were used to answer the problems. The first problem was to find how the adjectives are used as premodifiers in the product label names. In order to find the answer of the first problem, the writer collected all the noun phrases used as the data and classified the adjectives as the premodifiers. They were classified based on the type, the function, and the taxonomy of the adjectives. Then, all the adjectives were counted based on the number of the occurrence in the classification. It could be seen as follows:
Table 3.1 the Categories of Adjectives
No. Category Number of
Occurrence 1. The Types of Adjectives Simple Adjective
Compound Adjective 2. The Function of Adjectives Attributive Adjective Predicative Adjective
3.
The Taxonomy of the Adjectives
Dimension Physical Property Color
Value Speed
consist of one head and more than one premodifier (Leech and Svartvik, 1994: 272). Semantic properties were used to find the meaning of the adjectives. The writer identified semantic properties of each adjective found in each noun phrase. In order to know the function, the writer organized the semantic properties of each adjective by categorizing them based on the taxonomy. It could be seen in the table below.
Table 3.2 The Taxonomy and the Semantic Properties of the Adjectives
No. Taxonomy Number of Occurrence
Adjectives Semantic Properties
Products
1. Dimension 3
Lengthening
+ size + long
Mascara
Lasting + durable + long
Liner
Long-lasting + durable + long
Eyeshadow
Furthermore, the writer observed the semantic properties of the adjectives written in the table in order to see what characteristics the adjectives brought, what adjectives were like in each product, and what meaning the adjectives tried to convey in the label names.
CHAPTER IV
ANALYSIS RESULTS AND DISCUSIONS
This chapter is aimed to answer the problems previously mentioned in Chapter I. The first part answers the first problem which is to identify how the adjectives are used as premodifiers in the product label names. The second part answers the second problem which is to find the function of those adjectives to the meaning of the label names.
A. How Adjectives are Used as Premodifiers
The first problem is related to the lexical category. Therefore, the writer needs to examine premodifiers in the noun phrases found in Maybelline‟s beauty product
label names in order to find the adjectives which are used as premodifiers.
The writer uses Oxford Advanced Learner’s Dictionary to determine which premodifiers are categorized as adjectives. After examining words which are used as adjectives as premodifiers, the writer identifies how the adjectives are used in the label names. The writer categorizes the adjectives based on the types of the adjective, the function of the adjective, and the taxonomy of the adjective.
Table 4.1 The Categories of the Adjectives as Premodifiers
No. Category Number of
Occurrence 1. The Types of Adjectives Simple Adjective 30
Compound Adjective 6 2. The Function of Adjectives Attributive Adjective 36
Predicative Adjective 0
3.
The Taxonomy of the Adjectives
Dimension 3
Physical Property 18
Color 1
Value 12
Speed 2
The table shows the category of adjectives which are found in the label names. The types of adjectives show what kinds of adjectives used in the label names, whether they are simple adjectives or compound adjectives. The types of adjectives determine whether the adjectives used in the label names are used simple words or not. The words written in the label names are simple because the theory of creating name mentions that it is important to make the name equally short in order to be remembered. Tai states that there are 10 rules in creating a great name. One of the rules is the name must be short (2009: 125).
Kennedy reveals that adjectives associate certain characteristics such as colour, size or shape to nouns (2003: 230). Therefore, the taxonomy of the adjectives classify the adjectives based on the the semantic types. There are five categories in the taxonomy of adjectives. There are dimension, physical property, color, value, and speed.
Later, the analysis of the type of adjectives, the function of adjectives, and the taxonomy of adjectives will answer the second problem which is to see the function of the adjectives to the meaning of the label names. The following explanation shows the analysis of each category written in the table.
1. The Types of Adjectives
The types of adjectives are classified based on the formation of the adjectives. There are two types of adjectives which are simple adjective and compound adjective. The following table shows the deeper analysis of the types of adjectives used as premodifiers in Maybelline‟s beauty product label names.
Table 4.2 The Types of Adjectives
No The Types of Adjectives Number of
Occurrence Examples
Noun Phrases
1. Simple Adjectives
Base
Adjectives 17 Expert
Expert Wear Eyeshadow Modified
by Affixes 13 Lasting
Lasting Drama Gel Liner
2. Compound Adjectives 6 Waterproof
Ultimate Length
Waterproof
The table shows that there are two types of simple adjectives. The first is base adjectives and the second is adjectives modified by suffix. It can be seen in the table that the types of adjectives which are found are mostly realized by the occurrence of the simple adjective. There are 30 simple adjectives. The examples are expert, great, lasting, and unstoppable.
The simple adjectives mostly contain the base adjective. There are 17 adjectives which are considered as the base, such as expert, plush, precise, and great. However, Quirk, Greenbaum, Leech, and Svartvik state that the adjectives modified by affix, can also be considered as simple adjective. A single word which is modified by suffix cannot be called as a compound word because it does not consist of more than one base (1994: 1567).
The second type of simple adjective is the adjectives which contain the base adjective and the affix, which is formed, after or before it. There are 13 adjectives which are added by affix, such as lasting, moisturizing, glossy, and unstoppable.
Lasting comes from the base adjective last and the additional affix {–ing}, Glossy
comes from the base adjective gloss and the suffix {–y}, and unstoppable comes from the base stop, modified by the prefix {–un} and the suffix {–able}.
found are hyphenated in order to be specific. The examples are Long-lasting, and
Shine-free. There are two bases of word combined into one compound word. Long-lasting consists of the word long and lasting, and shine-free comes from the word
shine and free. There is also a compound adjective found which are not hyphenated, like in waterproof.
2. The Functions of Adjectives
In this study, the most frequent function of the adjectives is as attributive.
Quirk, Greenbaum, Leech, and Svartvik mention that “Adjectives are attributive
when they premodify the head of a noun phrase” (1985: 417). The numbers of
occurrence shows all the adjectives are considered as attributive function. They become attributive because they premodify the head of a noun phrase.
Attributive adjectives give the head description by explaining the characteristics of the head. The characteristics are the adjectives which premodify the head of a noun phrase. Moreover, predicative adjectives give additional information about the subject or the object in the sentence. Therefore, all the adjectives used as premodifiers in the product label names function as attributive function to explain the characteristics and to give description about the head they modify.
Here are the examples of the attributive adjectives found in Maybelline‟s
beauty product label names, like in Creamy Matte Lipcolor, Dream Pure BB, Full„N Soft Washable Mascara, Dewy Smooth Foundation, and Ultimate Length Waterproof
Table 4.3 The Attributive Functions of Adjectives
No. Attributive Adjectives Head Noun Phrase
1. Creamy Matte Lipcolor Creamy Matte Lipcolor
2. Pure BB Dream Pure BB
3. Full Soft Washable
Mascara Full 'N Soft® Washable Mascara
4. Dewy Smooth
Foundation Dewy + Smooth Foundation 5. Ultimate
Waterproof
Mascara Ultimate Length Waterproof Mascara
The adjectives creamy, matte, pure, full, soft, washable, dewy, smooth, ultimate, and waterproof become the attributes of the noun phrase. They do not reflect to any subject or object complement but rather than the head of the noun phrase. The adjectives cannot be possible as predicative in this case. The adjectives have function in modifying and giving characteristic to the head of the noun phrase.
The further explanation shows how those adjectives are put in attributive adjectives as the function. The example can be seen as follows,
Creamy Matte Lipcolor Adj Adj Head
Another example of attributive adjectives can be seen as follows,
Ultimate Length Waterproof Mascara Adj Noun Adj Head
The attributive adjectives are ultimate and waterproof. It can be seen that those adjectives modify the noun of the noun phrase. The adjective Ultimate becomes the modifier of the noun Length, and the adjective Waterproof directly modifies the head of the noun phrase which is Mascara. At the same time, both of the adjectives are put to give explanation to the head of the noun phrase.
The description is clearly seen when the adjectives function as attributive. How the adjectives gives meaning or explanation to the head of the noun phrase can be seen in the further discussion. It can be seen later in sub B which discusses how the adjectives function to the meaning of the label names.
3. The Taxonomy of Adjectives
The taxonomy of the adjectives helps to express the meaning of the adjectives. How the adjectives share their meaning can be classified into the categories of the taxonomy they belong to. There are five categories which are found in the label names. They are dimension, physical property, color, value, and speed. The explanation is as follows:
a. Dimension
Table 4.4 Dimension as the Taxonomy of Adjectives
No. Taxonomy Number of Occurrence
Adjectives Semantic Properties
Products
1. Dimension 3
Lengthening
+ size + long
Mascara
Lasting + durable + long
Liner
Long-lasting + durable + long
Eyeshadow
The table shows that there are three adjectives in dimension. They are
lengthening, long-lasting, and lasting. Lengthening based on the dictionary is the size or measurement of something from one end to the other, to become longer, and to make something longer. Lengthening as the adjective can be put in dimension because it has the semantic property of size [+ size].
Long-lasting based on the dictionary is can or does last for a long time, durable, and long lasting effects. Lasting based on the dictionary is continuing to exist or to have an effect for a long time, and durable. Both of them have the semantic property of duration [+ durable]. Therefore, they are appropriate to be put in the dimension as the taxonomy.
b. Physical Property
Maybelline‟s beauty products label names only consist of 4 elements. There are
texture, consistency, substantiality, and configuration. The adjectives are classified based on the semantic properties they have. The table shows the summary of the physical property as the taxonomy of the adjectives. It can be seen as follows:
Table 4.5 Physical Property as the Taxonomy of Adjectives
Physical property is the most frequent taxonomy which occurs in the
Maybelline‟s label names. There are 18 adjectives as the number of the occurrence. It
consists of 10 adjectives as texture, 2 adjectives as consistency, 1 adjective as substantiality, and 5 adjectives as configuration. The following is the analysis of the table above.
i. Texture
There are 10 adjectives which are categorized in the texture such as smooth, and glossy. Texture in the Oxford Advanced Learner’s Dictionary means the way a surface substance or piece of cloth feels when you touch it. They belong to texture because they explain a surface substance is like. Texture is more or less the same with the consistency. However, texture does not cover the description of the thickness of the substance.
It only describes the surface of the substances. Smooth based on the dictionary is completely flat and even, without any lumps, holes or rough areas, and pleasant. Therefore, smooth has semantic properties of - rough
+ pleasant
Glossy based on the dictionary is smooth and shiny. Therefore it has semantic property of + smooth
+ shiny
ii. Consistency
There are 2 adjectives which are categorized in the consistency, like in soft
and creamy. Raskin and Nirenburg assert Frawley‟s taxonomy of properties. Frawley
gives some examples of adjectives as consistency such as hard, soft, flexible
(1992:447- 480).
Consistency brings a meaning in how thick a mixture or a liquid substance is.
Creamy based on the dictionary is thick and smooth like cream, and soft based on the dictionary is less hard than average. The semantic properties can be seen as follows,
Creamy brings the semantic property of + thick + smooth
Soft brings the semantic property of - thick + smooth
+ pleasant
Therefore, it can be seen that creamy gives description of a substance which is thick and smooth, and soft gives description of a substance which is smooth, pleasant, and not thick.
iii. Substantiality
There is only one adjective which is categorized as substantiality. It is full. Substantiality means that it is large in amount. Full based on the dictionary is a large number of something, and highest level or greatest amount possible. Full has semantic properties of large amount + complete
Therefore, it is suitable to put full in substantiality because it covers the definition of substantiality.
iv. Configuration
There are 5 adjectives in configuration. The examples are loose and setting
Configuration is related to the form, or shape that these arrangements produce. Loose
in dictionary means able to become separated from something, not tied together, not held in position by anything or contained in anything, free to move around without control. It has semantic properties of - shape
- tied
+ free
+ form
Whereas, setting in dictionary means a set of surrounding, and a position at which the controls on a machine can be set. Setting is described as the control and the form of a substance. It has semantic properties of [+ form], [+ shape], and [+ arrangement]. Both of the adjectives loose and setting are related to a shape or a form of substances. Therefore, they are put in configuration as the taxonomy of adjectives. c. Color
The third taxonomy occurred is color. There is only one adjective which
Maybelline uses. The adjective is vivids. Vivid based on the dictionary is very bright. It can relate to anything bright, and light. This matter can include color as the possibility the vivids carries. It has semantic properties of + bright
Therefore, color is possible to be the taxonomy of vivids. d. Value
The value as the taxonomy of the adjectives associates with the meaning of
good and bad. Kennedy explains that “A word that is subordinate to another in this
way is called a hyphonym” (2003: 69). The adjectives which relate to the hyponyms
of good and bad can be classified into value. However, the adjectives which are found
in Maybelline‟s beauty product label names do not use adjectives which come from
the hyponyms of bad.
There are 12 adjectives which are categorized as value. The examples of the adjectives as value are expert, great, better, perfecting and pure. Those adjectives do not belong to other taxonomy because they carry a value in it.
The adjectives belonging to value as the taxonomy have the same semantic properties which describe the positive value. The same semantic properties of adjectives as the values are + good
+ positive + nice
Therefore, they are suitable to be categorized as value in the taxonomy of adjectives. e. Speed
The number of occurrence which can be found in speed as the taxonomy of the adjectives is two. Speed associates with motion and move. Therefore, the adjectives which are suitable put in speed are unstoppable and mechanical.
Mechanical based on the dictionary is operated by power from an engine, connected with machines and engines. They both have the same semantic property of motion [+motion] and move [+move].
B. The Function of the Adjectives to the Meaning of the Label Names
After analyzing the adjectives occurred as premodifiers, the writer intends to answer the second problem which is to find the function of those adjectives to the meaning of the label names. In this analysis, the writer uses the analysis of the adjectives as premodifiers discussed in the previous part. This part explains the function of the type of adjectives, the function of adjectives, and the taxonomy of the adjectives to the meaning of the label names. Furthermore, those adjectives are analyzed based on the semantic property in order to know the function to the meaning of the label names.
1. The Types of Adjectives
The chosen words in advertisements are simple. The simple adjectives are chosen because the idea of advertisements is as a simple text. In advertisement, the name of the products is very crucial to gain the customers. In order to make the customers notice the products, the name of the products must stick first in the
customers‟ mind. Therefore, it can gain leadership in the marketplace.
The theory of creating name mentions that it is important to make the name equally short in order to be remembered. Tai states that there are 10 rules in creating a great name. One of the rules is the name must be short (2009: 125). This theory is also related to the fact that the mind can only hold seven bits of information in one time. The product names that get into the mind first will have a better chance of being remembered. Being first in the marketplace is of little use unless you make use of that advantage to get the names of the products into the mind. Therefore, Maybelline uses simple adjective to make the label names are short and simple.
The simple adjectives found are formed based on the base adjectives and some modified by suffix. Maybelline uses less of compound words in naming the products. Compound adjectives contain of more than one base. Compound adjectives create the product names seem quite long. Therefore, it is not suitable with the theory of creating brand names and not suitable to be used in the label names. It is also related to the theory that long names are hard to come by (Tai, 2009: 141).
the products. It makes the characteristics of the products are clearly seen and makes the products are easier to be remembered.
2. The Functions of Adjectives
The result found in the analysis in the previous part shows that all the adjectives which are used as premodifiers in Maybelline‟s beauty product label names
are as attributive. All adjectives are attributive because Maybelline chooses the noun phrases as the form of the label names. Therefore, the adjectives are functioned to give description to the head of a noun phrase.
The attributive adjectives can modify a noun in the noun phrase. It means that it can help to characterize the head of the noun phrases. The attributive adjectives become the descriptive information about something. Maybelline uses the attributive adjectives to single out the characteristics of the products. It can be seen in the following examples:
Table 4.6 Attributive Adjectives in Foundation Products
No. Attributive Adjectives Head Noun Phrase
1. Dewy Smooth
Foundation Dewy + Smooth Foundation 2. Fresh BB Dream Fresh BB
texture. Dewy as an adjective is explained in the dictionary as not having dry substances. Smooth as an adjective is explained in the dictionary as something pleasant which does not have any rough or lump surface. Therefore, by using attributive adjective, it can be seen clearly in the label names that the foundation is aimed not to have rough and dry texture.
The second example also determines the head of the noun phrase by showing the characteristics of the head. The attributive adjective is fresh. It can be seen clearly that the BB is the head, and fresh is the characteristic of the head. The adjective which is fresh becomes the descriptive information of the foundation product which is BB. Fresh as an adjective is explained in the dictionary as pleasantly clean, pure, or cool, looking clear, and attractive. Those attributive adjectives found in foundation products are expected to represent the point of the foundation which is to explain that the foundation is soft, not dry, and clear.
Another example of attributive adjectives in another Maybelline‟s beauty
products can be seen in the table below:
Table 4.7 Attributive Adjectives in Mascara Products
The attributive adjectives are ultimate and waterproof. They become the descriptive information in determining the head. It makes the customers notice what the characteristics of the product are. The adjective ultimate in the dictionary means
No. Attributive Adjectives Head Noun Phrase
1. Ultimate Waterproof
Mascara Ultimate Length Waterproof
happening at the end of a long process, final, most extreme, best, greatest, and the most important.
The adjective ultimate modifies the word Length in the noun phrase. It means that the length gives the best for its application. The adjectives waterproof assist to conform the customers that the mascara comes as water-resistant for the lashes. Therefore, by putting the adjective ultimate and waterproof in the label names,
Maybelline emphasizes that the mascara presents the best length and water-resistant for the lashes.
3. The Meaning of Adjectives
In order to get to know the function of the adjectives to the meaning of the label names, the writer uses the analysis of the taxonomy of the adjectives examined in the previous part. There are 36 adjectives which are analyzed in order to find the semantic properties of each adjective. The analysis elaborates the taxonomy classification of the adjectives and the semantic properties of each adjective to examine the meaning of the label names in the products. Furthermore, the analysis shows what adjectives are trying to in giving meaning to the label names.
a. Dimension
Dimension is related to the size and the persistence in the meaning. The adjectives found have the semantic property which explains the long size [+long] and the wear-resistant duration [+durable]. Maybelline chooses the adjectives
shows some products which use some adjectives which are categorized as dimension in the taxonomy.
Table 4.4 Dimension as the Taxonomy of Adjectives
No. Taxonomy Adjectives Semantic Properties Products
1. Dimension
Lengthening
+ size + long
Mascara
Lasting + durable + long
Liner
Long-lasting + durable + long
Eyeshadow
The adjectives lengthening, long-lasting, and lasting are written in
Maybelline’s beauty product label names because those characteristics represent the expectation of a makeup. The customers or the buyers consider the long time application that the product has when they buy beauty products. They will not buy the product if it only lasts in short time.
Lengthening as an adjective is explained to make something longer. It creates longer effect for the products in the application. Therefore, by choosing lengthening, long-lasting, and lasting as the dimension in the label names, the customers notice that the products can be applied for longer effect and long time duration.
It can be seen in the table 4.4 that Maybelline’s beauty products which use the dimension as the taxonomy of adjectives are eyeshadow, liner, and mascara.
makes the customer notice that the mascara can create longer effect for the lashes. The adjective lengthening gives characteristic to the mascara. Therefore, it fulfills the expectation of mascara that makes longer lashes to give volume to the eyes.
Maybelline‟s eyeshadow uses long-lasting as well as Maybelline‟s liner uses lasting in the label names. By putting those adjectives to the label names, it emphasizes that Maybelline‟s eyeshadow and liner products can stand for long time
period.
It can be concluded that products which use dimension adjectives are the eye products. There are mascara, eyeshadow, and liner. The adjectives give long effect and long time duration application to those eye product label names.
b. Physical Property
There are some elements which are categorized in physical property. Physical property is the taxonomy of adjectives which mostly occurs. Physical property explains the substances which the products contain. Physical property contain of consistency, texture, substantiality, and configuration. All those categories of physical property cover the explanation in how the surface of the substance feel, how thick the substance is, how the shape is like, and the quantity of the substance.
Table 4.8 Physical Property to the Meaning of Maybelline’s Beauty element because they both explain the characteristic of substances which produce the products. The consistency and the texture of the product are important to determine the quality of the products. The others physical properties are the substantiality and the configuration. They can be combined into one element because they explain the adjectives in meaning to the formation or arrangement of the products.
Therefore, the texture and the consistency have meaning to deliver the smoothness effect to the products by putting the some adjectives such as soft, creamy, poreless, and moisturizing in the label names. Maybelline’s beauty products which bring smoothness effect are mascara, liner, lipcolor, foundation and powder. It can be seen in the table above. Maybelline chooses the adjectives which share semantic property [+ smooth] because Maybelline would like to show the texture and the consistency of the products are smooth and not having rough substances.
Many beauty products such as mascara, liner, lipcolor, foundation and powder are expected to have soft texture and consistency. It means that it makes the look and the result become smooth.
The other physical properties are the substantiality and the configuration. They have the meaning of formation or arrangement of the products. Both of the elements support each other because they have similarities in describing the products. The adjectives explain the characteristics of the form and the shape of the products.
It can be seen in the semantic properties they share. There are some similarities. Some adjectives share completeness [+complete] like in full and 2-in-1, strength [+strong] like in full and define-a-lash, and formation [+shape] like in 2-in-1,
loose, and setting.
