Object structure
Title:

Language strategies for the adaptation of Western brand names in Taiwan

Creator:

Kałużyńska, Irena

Publisher:

Instytut Języka Polskiego Polskiej Akademii Nauk

Place of publishing:

Kraków

Date issued/created:

2021

Description:

340 pages; 23 cm.

Subject and Keywords:

brand names ; Chinese brand names ; Western brand names in Taiwan ; adaptation of foreign brands ; language strategies of naming

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

Resource type:

Text

Detailed Resource Type:

Article

Format:

PDF

Source:

click here to follow the link

Language:

eng

Language of abstract:

eng

Rights:

Rights Reserved - Free Access

Terms of use:

Copyright-protected material. May be used within the limits of statutory user freedoms

Access:

Open

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