Jak se vyslovují názvy cizích obchodních značek v televizních reklamách?

• Authors: Duběda Tomáš

Title variants

EN

Pronunciation of Foreign Brand Names in TV Advertising

• Languages of publication: CS

Abstracts

EN

In this article we analyse phonetic aspects of foreign brand names appearing in Czech TV advertisements. We first define eight principles which underlie the phonological adaptation of loanwords, and describe their relevance for the TV advertisement genre. Next we proceed to an analysis of 200 brand names retrieved from TV broadcasting. The results confirm the dominance of the phonological approximation principle, which is often combined with the spelling pronunciation principle. Original pronunciation, respecting foreign phonology, is surprisingly rare, although TV advertising is a dynamic and highly globalised media genre.

Keywords

CS

fonologie; chrématonyma; obchodní značky; reklama; vlastní jména; výpůjčky; výslovnost

EN

advertising; brand names; chrematonyms; loanwords; phonology; pronunciation; proper names

Discipline

• PHILOLOGY_&_LINGUISTICS: PHILOLOGY & LINGUISTICS

• Publisher: Charles University in Prague, Faculty of Arts, Czech Republic
• Journal: Studie z aplikované lingvistiky - Studies in Applied Linguistics
• Year: 2015
• Volume: 6
• Issue: 2
• Pages: 76-91

Contributors

author

Duběda Tomáš

• Ústav translatologie FF UK v Praze