Rewriting in English-Chinese translation of brand names

Babel ◽  
2017 ◽  
Vol 63 (2) ◽  
pp. 251-270 ◽  
Author(s):  
Cui Ying
Keyword(s):  
Brand Names ◽  
The Other ◽  
Brand Name ◽  
Prominent Feature ◽  
Semantic Meaning ◽  
Chinese Translation ◽  
Advertising Campaign ◽  
Point Of Reference ◽  
Concrete Image

Abstract A brand name is an essential part of an advertising campaign, identifying and being closely associated with a product or a manufacturer. One of the major functions of a brand name is to catch the attention of the audience and enhance their memorization. This research takes English-Chinese translation of brand names as an example and studies a prominent feature or strategy of brand name translation, namely rewriting to establish images in relation to the original pronunciation and/or logo. The translation of brand names is not bound by the original semantic meaning and is highly flexible, but it often retains the original sound or pronunciation. In the case of English-Chinese translation, brand names are often rewritten in that a new meaning is presented in the translation and images are established that are associated with the product or manufacturer. This study views image in its broadest sense, establishes a framework of images covering both concrete and abstract versions and discusses the functions of images in increasing the memorability of a brand name and engaging the audience’s emotions. A corpus of 316 English brand names with Chinese translations is considered and two examples are selected for discussion, one looking at the establishment of a concrete image and the other an abstract image. Such rewriting is analysed in relation to the functions of brand names in the hope of providing translators with a point of reference.

EXPRESS: Is Nestlé a Lady? The Feminine Brand Name Advantage

2021 ◽  
pp. 002224292199306
Author(s):  
Ruth Pogacar ◽  
Justin Angle ◽  
Tina M. Lowrey ◽  
L. J. Shrum ◽  
Frank R. Kardes
Keyword(s):  
Boundary Conditions ◽  
Brand Names ◽  
Brand Name ◽  
Brand Performance ◽  
The Feminine ◽  
And Performance ◽  
Typical User

A brand name’s linguistic characteristics convey brand qualities independent of the name’s denotative meaning. For instance, name length, sounds, and stress can signal masculine or feminine associations. This research examines the effects of such gender associations on three important brand outcomes: attitudes, choice, and performance. Across six studies using both observational analyses of real brands and experimental manipulations of invented brands the authors show that linguistically feminine names increase perceived warmth, which improves brand outcomes. Feminine brand names enhance attitudes and choice share–both hypothetically and consequentially–and are associated with better brand performance. The authors establish boundary conditions, showing that the feminine brand name advantage is attenuated when the typical user is male and when products are utilitarian.

Knowledge of Brand and Preference

1995 ◽  
Vol 76 (3_suppl) ◽  
pp. 1297-1298 ◽  
Author(s):  
Pamela Bonham ◽  
Dana Greenlee ◽  
Cherly Sue Herbert ◽  
Lidi Hruidi ◽  
Cheryl Kirby ◽  
...  
Keyword(s):  
Consumer Products ◽  
Brand Names ◽  
Brand Name ◽  
Lack Of Knowledge

In a test of whether knowledge of brand influenced 74 subjects' preferences for chocolate candy, knowledge of brand name was associated with preference for the brand. Lack of knowledge of the distinction between brand-name and generic candies was associated with no preference. Gender was not a factor. The results are discussed in terms of the role brand names play in the attractiveness of consumer products.

scholarly journals Semantic Meaning of Prefixes in Karo Language

2019 ◽  
Author(s):  
Efendi Barus
Keyword(s):  
Qualitative Research ◽  
Semantic Analysis ◽  
The Other ◽  
Semantic Meaning ◽  
Other Hand

The aim of this research is to discuss about the Semantic Analysis of Prefixes in Karo Language which will provide more information about prefixes and also to show the changes of meaning of words which are already influenced by them. The method of doing reseach is by taking some references or text-books in the library, and this types of research is called qualitative research. It is found that the prefixes in Karo language are fourteen types, such as: n_, er_, per_, ter_, i_, me_, pe_, si_, ci_, ki_, ke_, pen_, kini_, se_. By adding the prefixes to the bases, the meanings of the words may change or may not change. For example: galang “big” becomes pegalang “to make bigger size”, deher “near” becomes ndeher “near”., etc. The conclusion is that the formation of word can be done by attaching a prefix to certain base (a noun, an adjective, a verb and an adverb or a numeral). On the other hand, the addition of a prefix to the base may only result in another form of a certain class of word or the change of a word meaning.

Do you remember me? Women sexual objectification in advertising among young consumers

2020 ◽  
Vol 21 (1) ◽  
pp. 77-90
Author(s):  
Lizardo Vargas-Bianchi ◽  
Marta Mensa
Keyword(s):  
Latin American ◽  
Cultural Context ◽  
Brand Names ◽  
Western World ◽  
Sexual Objectification ◽  
Brand Name ◽  
Relevant Variable ◽  
Content Type ◽  
Quasi Experimental ◽  
Probabilistic Sample

Purpose The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this recall effort. The question arises whether this group evokes those brands that appear in advertisements using different levels of objectification content. Design/methodology/approach The study uses a correlational design that includes two studies with different groups of subjects: an assessment of perceived female sexual objectification levels in a set of ads and a quasi-experimental study that used the assessed perceived levels of female objectification and brand name short-term recall scores of those ads, with and without the intervention of an attention distractor. Findings Results suggest that female sexual objectification content exerts a limited influence on brand name recall between participants. In addition, it is not men who remember brand names from ads using sexual objectified images, but young women. Research limitations/implications The study had an exploratory scope and used a small non-probabilistic sample. Subjects belong to a cultural context of Western world developing economy, and thus perceived female objectification may vary between different cultural settings. Results refer to graphic advertisements, though this cohort is exposed to other audiovisual content platforms. Originality/value Several studies have addressed female objectification in advertising and media, but few focused on young Latin American audiences and its impact on the recollection of advertised brands. Brand name retention and awareness is still a relevant variable that the advertising industry takes in account as one of several predictors toward buying decisions. Even less research has been made on Latin American social and cultural contexts.

My brand identity lies in the brand name: personified suggestive brand names

2020 ◽  
Vol 27 (5) ◽  
pp. 607-621
Author(s):  
Selcan Kara ◽  
Kunter Gunasti ◽  
William T. Ross
Keyword(s):  
Brand Names ◽  
Brand Identity ◽  
Brand Name

Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands

Semiotica ◽  
2019 ◽  
Vol 2019 (230) ◽  
pp. 475-493
Author(s):  
Ying Cui
Keyword(s):  
English Translation ◽  
Brand Personality ◽  
Brand Names ◽  
Brand Name ◽  
Cultural Meanings ◽  
Chinese Consumers ◽  
Personality Dimensions ◽  
Self Perceptions ◽  
Chinese And English

Abstract Brand names are endowed with personalities that appeal to consumers, and such personalities are often adjusted in translation. This research aims to explore the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands, which embody consumers’ values and self-perceptions as well as social cultural meanings, in the hope of revealing male consumers’ psychological characteristics and providing a reference for translators. This investigation studies the brand personality frameworks for English and Chinese consumers, analyzes a corpus of 477 Chinese-English men’s clothing brands, summarizes the major personality dimensions for men’s clothing brands, and explores how they are transferred in translation. As brand personalities reflect target consumers’ psychology to a certain extent, exploring the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands can reveal the differences between Chinese and English male consumers’ values and mentality, which can serve as a reference for translators and international businesses.

Misplaced marketing “Mine is the blue one on the left”: function and dysfunction of pharmaceutical brand names

2002 ◽  
Vol 19 (5) ◽  
pp. 377-379
Author(s):  
Herbert Jack Rotfeld
Keyword(s):  
Pharmaceutical Industry ◽  
Brand Names ◽  
Pharmaceutical Drugs ◽  
Brand Name ◽  
History Of

Looks at the use of brand names in the pharmaceutical industry in comparison with generic versions. Gives a brief history of brand name development. Concludes that brand names for pharmaceutical drugs should be banned since this is open to abuse in the area of cost enhancement.

Pseudohomophones as brand names

2018 ◽  
Vol 52 (9/10) ◽  
pp. 1909-1930
Author(s):  
Jasmina Ilicic ◽  
Stacey Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Real World ◽  
Design Methodology ◽  
Brand Names ◽  
Brand Name ◽  
Superiority Effect ◽  
Content Type ◽  
The Real ◽  
Brand Meaning ◽  
Practical Implications

Purpose The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]). Design/methodology/approach Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect. Findings Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced. Research limitations/implications This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world. Practical implications This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours. Originality/value This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.

thymos

2019 ◽  
Author(s):  
Douglas Cairns
Keyword(s):  
The Other ◽  
Psychological Process ◽  
Mental Functioning ◽  
Fundamental Point ◽  
The Individual ◽  
Psychological Activity ◽  
Different Order ◽  
Selection Of ◽  
Point Of Reference

Thymos (or thumos), cognate with Indo-European words meaning “smoke,” is one of a number of terms in Greek which associate psychological activity with air and breath. In the Homeric poems, thymos is one of a family of terms associated with internal psychological process of thought, emotion, volition, and motivation. Though the range of the term’s applications in Homer is wide, that in itself gives us a sense of the unity of cognitive, affective, and desiderative processes in Homeric psychology. No post-Homeric author can rival that range, but something of the richness of the Homeric conception of thymos as an interrelated set of motivations re-emerges in Plato’s conception of the tripartite soul in the Republic and the Phaedrus. Plato’s thymos represents a pared-down model of human agency typified by one central desire or aim in life but also exhibiting whatever further capacities of persons are necessary to enable it to pursue that aim in interaction with the other elements of the personality. As in Homer, the metaphorical agency of Plato’s thymos does not detract from the notion of the individual as the real centre of agency. Plato’s conception of thymos, in turn, is a fundamental point of reference for Aristotle’s treatment of thymos as a type of desire (orexis). Though Aristotle tends more generally to use the term as a synonym for orgē (anger), there are also traces of older associations between thymos and qualities such as assertiveness and goodwill towards others. Elsewhere, thymos tends to mean “heart” or “mind” (as aspects of mental functioning), “spirit,” “inclination,” or “anger.” A selection of these uses is surveyed, but the article overall concentrates on Homer, Plato, and Aristotle, where the role of thymos is of a different order of importance.

The Effects of Brand Name Suggestiveness on Advertising Recall

1998 ◽  
Vol 62 (1) ◽  
pp. 48-57 ◽  
Author(s):  
Kevin Lane Keller ◽  
Susan E. Heckler ◽  
Michael J. Houston
Keyword(s):  
Laboratory Experiment ◽  
Brand Equity ◽  
Brand Names ◽  
Brand Name ◽  
Advertising Strategies

The authors report the results of a laboratory experiment examining the effects of the meaningfulness of brand names on recall of advertising. The findings indicate that a brand name explicitly conveying a product benefit (e.g., PicturePerfect televisions) leads to higher recall of an advertised benefit claim consistent in meaning with the brand name compared with a nonsuggestive brand name (e.g., Emporium televisions). Conversely, a suggestive brand name leads to lower recall of a subsequently advertised benefit claim unrelated in product meaning (e.g., superior sound) compared with a nonsuggestive brand name. The authors discuss implications of these findings for marketers with respect to advertising strategies and the optimal use of meaningful brand names in building and managing brand equity.

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