Abstract

Eventhough the spirit of developing and maintaining Indonesian and local languages in Indonesia has been continously whipped up, the influence of English as representation of American culture can not be avoided in every aspects of Indonesian use in the global era. This paper will deal with the exploitation of  American cultural elements for naming enterprises in Yogyakarta, such as  Bakso Josh Bush, Dodoland (Dodolan), Mc.D (Mancik Dingklik), Kentucku Fried Chiken which respectively  constitute the punning of  George Bush,  Dodoland, Mc Donald, Kentucky Fried Chiken, etc.  The discussion will cover various ways or approaches used by the enterprise’s owners in creating the  pun names, the motivations underlying  such naming, and  semiotic explanations  that motivate  the enterprise naming practices.

Keywords

Pun, enterprise, naming

References