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Problems with international product branding are often associated with the process of language localisation, in which the product brand name or advertising slogan carries a different meaning in the language of the target market. [1] In addition to linguistic aspects, issues of cultural sensitivity can affect the success of a brand. [2]
Many of these are degenerations in the pronunciation of names that originated in other languages. Sometimes a well-known namesake with the same spelling has a markedly different pronunciation. These are known as heterophonic names or heterophones (unlike heterographs , which are written differently but pronounced the same).
The pronunciation originates from the phonetic spelling of "NYC" (en-y-ce) but sounded out in an Italian fashion. This was because the company started under Fila , an Italian-based company. Employees asked how they would pronounce the word replied "en-ne-che", making it the "correct" way to say the brand.
Typically a girl’s name, Saoirse, meaning “freedom,” first became popular in the newly independent Ireland of the 1920s and has most commonly been pronounced “Sorsha” or “Seersha.”
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Hyperforeignisms can manifest in a number of ways, including the application of the spelling or pronunciation rules of one language to a word borrowed from another; [4] an incorrect application of a language's pronunciation; and pronouncing loanwords as though they were borrowed more recently, ignoring an already established naturalized ...
Some of the most popular brands we use today have founders behind them who not only gave their blood, sweat, and tears, but also their names. For instance, Johnnie Walker was a real person.
This can be achieved with intentional malapropism (e.g. replacing erection for election), enallage (giving a sentence the wrong form, eg. "we was robbed!"), or simply replacing a letter with another letter (for example, in English, k replacing c), or symbol ($ replacing s).