This paper requires the examination and evaluation of the phenomena of loan words as brand names .In the modern business world there is a profound link between linguistics and the choice of words used for the purposes of marketing. …
Download file to see previous pages...
The interaction of cultures and races has presented the multinational companies and their marketing strategies with the challenge of utilising “loan words” as brand names and vice versa to capture greater market shares. This paper explores not only various examples in this regard but their underlying linguistic implications and explanations. Loan words which are used as brand names are borrowed from other languages in referring to foreign items of food, sports, and clothes.(Koslow 1994:575-585) There are many examples of the use of foreign words like kebab, sushi, pasta, Eu de toilette ,cologne which are all basically foreign brand names and ….and the list could go on running into thousands of pages.
The question at hand gives an interesting example of the Omo washing powder itself. A similar example can be given about many other brand names.In the early nineties when washing powder was replacing washing soap in the South East Asian countries especially Pakistan and India, people increasingly used the term “Surf”(which was the original name of the brand) to refer to any washing powder.”Surf” was therefore a loan word.Another modern example is Google.Nowadays nobody wants to just search the “search engine”.In fact the term search engine has become obsolete eversince the term “to google” or “googled” was invented."to google" or "googled" was invented.Therefore there has been an increase in the situations where foreign brand names have infiltrated our local languages as well as where loan words used as brand names become common colloquialisms.(Luna.D 2001;284-295) Consider the term "xeroxing" for example which comes from the Xerox brand photocopiers and "hovered"(meaning to use a vacuum machine) coming from the famous Hoover brand of Vacuum Cleaners.
The mass media has become a leading source of new loanwords. In the new age we have the American advertisements asking Asian audiences to "do the dew" and almost every other cold drink bottle is called Pepsi or Coke, regardless of what the brand on top of the bottle says. News, programs, documentaries, game and quiz shows, sports, even dramas have all got a significant role to play in adding more and more foreign words and phrases to the local languages through clever advertising and catchy slogans.(Danesi 2004).
The main reason for this may be because,
"Copywriters believe that foreign words add class or mystique to their copy. It makes no difference that the average reader doesn't understand the message. They aren't supposed to. What does matter is that the text evokes an image and attaches prestige value to the products being advertised." (Douglas 2006)
These strange usages can often become household names successfully yet they cause conceptual problems for learners faced with processing English as a second language along with their native languages. Academics have often argued that languages have an evolution history of their own and the usage of these languages is in a constant state of influx. Some languages die or get extinct, others get old yet
...Download file to see next pagesRead More
Cite this document
(“Brand names as loan words Essay Example | Topics and Well Written Essays - 1750 words”, n.d.)
Retrieved from https://studentshare.org/english/1508136-brand-names-as-loan-words
(Brand Names As Loan Words Essay Example | Topics and Well Written Essays - 1750 Words)
“Brand Names As Loan Words Essay Example | Topics and Well Written Essays - 1750 Words”, n.d. https://studentshare.org/english/1508136-brand-names-as-loan-words.
Historically speaking toponymy – the study of place-names – has focused on etymology as opposed to power discourse (Cameron 1996; Culpeper 2005; Diaz Vera 1996; Gelling 1995; Gelling 2007; Hough 1997; Kadmon 2004; Paisey & Paisey 2011; Scott 2003). However, in recent years, scholars have turned instead to the consideration of the power relationships implicit in the act of naming a geographic location (Radding & Western 2010; Rose-Redwood, Alderman, & Azaryahu 2010;).
The central conflict is the direction of that characters lives and roles play in uniting the stories.
The relation of the characters and the use of symbolism go hand in hand in both short stories. In Lippo's "confirmation" the choosing of names, represent a "confirmation" to live as committed Catholics.
As globally popular as these brands, and numerous others, are, and despite the fact that most of their sales and profits are generated outside of their home markets, there are challenges to their penetration into, and later retention of, foreign markets.
The question of whether or not comparative advertising is justifiable has been brought to the attention of the Courts time and again. Currently, there are two schools of thoughts regarding the making of unfavourable comparisons in
rtment of XYZ bank for Lettera Pty Ltd—in order to purchase a building of $400,000 close to the existing premises that the company3 is operating from at present—I am of the mind where I do not recommend this company to receive the loan.
Although Lettera Pty Ltd intends to
Majority of Hispanic people use their last two names. How can this be? How can one have two last names? Well in Spain the first name is called Nombre while the last name is called ‘Apellido’ which is referred to
A number of ethical principles and theories therefore govern the role of loans officers in approving loans to customers. One of the applicable ethical principles is the doctrine of beneficence that establishes the need of every member of the
On the other hand, the Chinese are highly receptive to imported goods. Because of this global brands became very popular among Chinese consumers. The Chinese consumers are more similar to Western consumers than Asian ones (Hilliard et al., 2012). Without a doubt, Chinese
was an impressing place of the world of couture, Vionnet used totally innovative approach, which was represented in sartorial skills of its founder with the perfect combination, experimentation and elegance (Madeleine Vionnet, 2015). However, the business was shuttered and only
2 Pages(500 words)Essay
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Essay on topic Brand names as loan words for FREE!