The “Spooky Menu” of Indonesian Culinary: Morpho-Pragmatic Perspectives

Abstract

This study investigates a linguistic phenomenon in relation to the use of spooky terms for culinary menu in Indonesia, to be viewed in perspective of morphology and pragmatic. This study aims to explain the word formation process of the terms, to describe the food sellers’ intention of using the spooky menus, and the consumers’ perception on them. The data was collected from websites and consumers by using observation and interview. As the result, it is found that spooky terms used to label menu items are mostly formed through process of compounding. The using of spooky terms in culinary menu has some intentions such as to describe the extra spicy taste, the food presentation, and the open hour of the food stall or restaurant. It is also found that label terms in culinary menu are not only perceived positively, as form of creativity and innovation, but there are some perceive that it is not good to label culinary menu by using bad names or terms in religion perspective. Furthermore, it may influence children’ thought toward the menu such embedding fear to children toward the menu.