Publisher:

Instytut Języka Polskiego Polskiej Akademii Nauk

Place of publishing:

Kraków

Description:

340 stron; 23 cm.

Abstract:

The paper deals with some language strategies in the domain of the adaptation of foreign brand names (trade names) in Taiwan (ROC) in the context of Chinese language, society and culture. It also presents the results of the author’s investigation into 50 Chinese/Taiwanese adaptations of brands of foreign food products. In the Chinese naming culture, proper names are predominantly semantically transparent and most members of Chinese society still believe that names can influence the fate of the objects named. It is evident, that brand names play a crucial role in the marketing of products and in their acceptance by the consumers, and ultimately their purchase decisions. Good and pleasing brand names contribute to the success of products, while improper and ugly names may contribute to their failure. In a time of globalization, many foreign products and brand names occur in Chinese-speaking countries, such as the PRC and Taiwan, probably the largest consumer markets in international business. Consumers’ behavior and language are usually among the major barriers to the international market, so it is important to know the linguistic and social content of Chinese names and typical language strategies for the adaptation of Western brand names.

Relation:

Onomastica

Volume:

65

Issue:

2

Start page:

271

End page:

283

Detailed Resource Type:

Artykuł

Format:

PDF

Resource Identifier:

oai:rcin.org.pl:233756

Source:

click here to follow the link

Language:

eng

Language of abstract:

eng

Rights:

Prawa zastrzeżone - dostęp nieograniczony

Terms of use:

Zasób chroniony prawem autorskim. Korzystanie dozwolone w zakresie określonym przez przepisy o dozwolonym użytku.

Access:

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