Abstract
For this study we analyzed more than one thousand Japanese company and brand names. We selected those available in China and analyzed the mode of adaptation into Chinese. We decided to utilize six different categories and seven subcategories to differentiate and evaluate the strategies various Japanese companies use to make their brand name more suitable and understandable for Chinese consumers. This article also discusses the specific nature of Chinese loanword strategies and the peculiarity of ideographic writing system, which makes it more difficult for foreign companies to understand the cultural and linguistic background behind it.
| Original language | English |
|---|---|
| Pages (from-to) | 29-50 |
| Number of pages | 22 |
| Journal | Studia Orientalia Slovaca |
| Volume | 18 |
| Issue number | 1 |
| Publication status | Published - 2019 |
| Externally published | Yes |
Bibliographical note
Funding Information:Writing of this article was supported by the specific research grant awarded by the Czech Ministry of Education, Youth and Sports for Palacký University Olomouc in 2014. Our project titled »The choice of syllable and character within the transcribing of proper names into Chinese« was supervised by the Department of General Linguistics at Palacký University Olomouc, zCech Republic under the project number IGA_FF_2014_079. The research aim of our project was to analyze the translation and transition of proper nouns into Chinese language and the Chinese script from English, German and Japanese. We focused on foreign propria, such as anthroponoyms, toponyms and chrematonyms translated into Chinese language and used in People’s Republic of China, excluding Hong Kong and Taiwan because of the slightly different language isutation.
Funding Information:
Writing of this article was supported by the specific research grant awarded by the Czech Ministry of Education, Youth and Sports for Palacký University Olomouc in 2014. Our project titled »The choice of syllable and character within the transcribing of proper names into Chinese« was supervised by the Department of General Linguistics at Palacký University Olomouc, Czech Republic under the project number IGA_FF_2014_079. The research aim of our project was to analyze the translation and transition of proper nouns into Chinese language and the Chinese script from English, German and Japanese. We focused on foreign propria, such as anthroponoyms, toponyms and chrematonyms translated into Chinese language and used in People’s Republic of China, excluding Hong Kong and Taiwan because of the slightly different language situation.
Publisher Copyright:
© 2019, Comenius University. All rights reserved.
Subject classification (UKÄ)
- Comparative Language Studies and Linguistics
Free keywords
- Adaptation
- Chinese graphemes
- Methods Japanese chrematonyms
- Naming strategies