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Language strategies for the adaptation of Western brand names in Taiwan

100%
Kałużyńska I.
Onomastica
|
2021
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vol. 65
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issue 2
271-283
EN
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.
2

Aksjologia a chińskie tradycyjne imiona kobiet

100%
Kałużyńska I.
Roczniki Humanistyczne
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2014
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vol. 62
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issue 9: Sinologia
009-025
EN
The paper discusses the group of Chinese traditional female names containing lexemes denoting moral, mental and behavioural features of women. The features mentioned are related to human values distinguished by philosophers and psychologists in the domain of axiology, i.e. the theory of value. The typology of values elaborated by M. Rokeach in 1973 serves as a framework for the research. The research material contains 1050 lexemes evidenced in 2931 standard personal names of Chinese women. The lexemes denoting female values stand for 27% of all lexemes analysed, and occur in 1600 names. Personal names denoting the values reveal to some extent the system of values preferred in traditional China, and seem to be important for the further studies in the domain of axiology.
PL
Artykuł omawia grupę tradycyjnych chińskich imion żeńskich zawierających leksemy wskazujące na moralne, psychiczne i behawioralne cechy kobiet. Wspomniane cechy są podobne do Artykuł omawia grupę tradycyjnych chińskich imion żeńskich zawierających leksemy wskazujące na moralne, psychiczne i behawioralne cechy kobiet. Wspomniane cechy są podobne do wartości ludzkich wyróżnionych przez filozofów i psychologów w dziedzinie aksjologii, czyli teorii wartości. Typologia wartości opracowana przez Miltona Rokeacha w 1973 r. służy jako rama dla prowadzonych badań. Materiał badawczy zawiera 1050 leksemów obecnych w 2931 standardowych imionach własnych chińskich kobiet. Leksemy oznaczające wartości kobiece stanowią 27% wszystkich analizowanych leksemów, a występują w 1600 imionach. Nazwy własne oznaczające wartości ujawniają w pewnym stopniu system wartości preferowanych w tradycyjnych Chinach i wydają się istotne dla dalszych badań w dziedzinie aksjologii
3
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Substitution by Homophones in Chinese and Changes to Old Street Names in Beijing after 1949

100%
Kałużyńska I.
Onomastica
|
2018
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vol. 62
273-280
EN
The paper discusses the method of the substitution by homophones that is extensively used in many fields in China, among others onomastics, such as toponymy or anthroponymy. The Chinese language has always contained a considerable number of homophones, i.e. words pronounced alike but spelt/written differently and having different meanings. The situation resulted from two main factors: the nature of the Chinese language and the sound changes to spoken Chinese language, i.e. a strong tendency to sound simplification. The method of the substitution by homophones is mainly aimed at reshaping already existing names by replacing their previous form, for some reasons unwanted. However, it is also broadly applied to create new names by using words which are homophonic with the words denoting the idea they symbolize. The paper presents some various reasons and aims of the use of the method in the domain of Chinese geographical names, and the more detailed analysis of its use in the changing of old street (hutong) names after 1949 in Beijing. The research material consists of 1,159 hutong names, and the names changed by the use of the method accounts for 23.5% of the total.
4
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Nazwotwórstwo w języku chińskim

100%
Kałużyńska I.
Onomastica
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2020
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vol. 64
83-92
EN
There are many ways of choosing or creating a name, the ways of which vary from culture to culture, and from language to language. Chinese onyms are usually constructed of one or more elements, being mostly lexical items (morphemes or words), and retaining in most cases their own lexical meaning in a name, therefore they are usually semantically transparent. However, the “true” significance of some names is sometimes very difficult to discover, and the conclusion is often based upon guesswork. What is evident, Chinese onyms are not random combinations; they usually have a certain underlying significance, reflecting the reason or reasons why particular lexical items are used in the naming process. Chinese researchers usually do not mention “the meaning” of names as a criterion for their semantic divisions. Their classifications are mainly based upon the variously termed “reasons”, “methods”, “motivations”, or “sources of naming”. Therefore, this paper deals with some selected, typical and untypical, “methods” of creating Chinese names, especially given names and place names.
PL
Istnieje wiele sposobów wybierania czy tworzenia nazwy, różniących się w zależności od kultury czy języka. Chińskie onimy są zazwyczaj konstruowane z jednego elementu lub większej ich liczby, będących jednostkami leksykalnymi (morfemami semantycznymi lub wyrazami) i zachowującymi w większości swoje znaczenie leksykalne, są więc na ogół semantycznie transparentne. Jednakże „prawdziwy” sens niektórych nazw bywa czasem bardzo trudny do odkrycia, a jego stwierdzenie często jest oparte jedynie na domysłach. Chińskie onimy ewidentnie nie tworzą przypadkowych kombinacji, mają pewne zasadnicze, ukryte znaczenie, odzwierciedlające przyczynę lub przyczyny wykorzystania konkretnych jednostek leksykalnych w procesie nazwotwórczym. Chińscy badacze zazwyczaj nie wymieniają “znaczenia” nazw jako kryterium klasyfikacji semantycznej. Ich klasyfikacje bazują na różnie określanych “przyczynach”, “metodach” lub “motywacjach” powstania nazwy, czy też na ich “źródle nazewniczym”. Stąd artykuł przedstawia wybrane, typowe i nietypowe “metody” tworzenia chińskich onimów, przede wszystkim imion osobowych i nazw geograficznych.
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Traditional Chinese Generation Names

100%
Kałużyńska I.
Onomastica
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2015
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vol. 59
107-121
EN
Personal names usually contain some information which falls within the broad content of culture. They are often imbued with information on history, religion, social organization, mentality, values, preferences or symbols. Chinese naming practices do not restrict the inventory of possible given names, and as based upon characteristics of the Chinese culture, Chinese language and Chinese writing system, they grant a great deal more opportunity for creativity in naming than is the case in Western cultures. The paper deals with the specific tradition and practice of Chinese generational naming, i.e. it presents various types and categories of Chinese generation given names, indicating the order of birth of children within a family or within generations of a clan. Generation names appear to be unique to China. The tradition and practice of generation naming were formed to ensure the unity of the great Chinese family and to maintain its continuity and prosperity. According to the research material, there are two main types of generation names, i.e. (I) names denoting the order of birth in a family by using special seniority terms or numerals, and (II) names indicating the order of birth within generations of a family or a clan, or the seniority in a family, created by using some special generational methods of forming Chinese names, based mainly upon the characteristics of the Chinese language and its writing system.
6
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Chińskie pseudonimy internetowe

100%
Kałużyńska I.
Roczniki Humanistyczne
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2022
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vol. 70
|
issue 9
59-75
EN
Chatting as a kind of the written conversation is, by far, the most popular way to communicate with other users of the Internet. To enter a chat, a person is required to create and register an Internet user ID (net ID, a nickname). Depending on a person’s need, communicative style or character traits, individual online pseudonyms may vary substantially. The main purpose of this paper is to discuss the distinctive features of net pseudonyms in China, related to the specifics of the Chinese language and Chinese naming conventions. Both the formal and semantic features of pseudonyms are analysed. The analysis has been based on the name research material collected by Chinese and western researchers.
PL
Najpopularniejszym sposobem komunikowania się w Internecie pozostaje prowadzenie „konwersacji pisanej”. Użytkownicy, aby zalogować się do danego systemu internetowego, muszą wykreować i zgłosić swój pseudonim internetowy (nick, nickname). Pseudonimy internetowe charakteryzuje znaczna różnorodność, w zależności od celu i języka komunikacji czy też indywidualnych cech osobowych użytkownika. Artykuł ma na celu przedstawienie i omówienie zagadnienia chińskich pseudonimów internetowych, mających swoje cechy charakterystyczne, wynikające ze specyfiki chińskiego języka, chińskiej kultury nazewniczej i chińskiego Internetu. Analiza obejmuje różne formy nicków i ich cechy semantyczne. Do badań wykorzystano materiał nazewniczy zgromadzony przez chińskich i zachodnich badaczy.
7
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Contemporary By-Names of Chinese Places

63%
Wang X., Kałużyńska I.
Onomastica
|
2019
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vol. 63
241-261
EN
Contemporary By-Names of Chinese Places The purpose of this paper is to discuss the distinguished properties of by-names as forms differentfrom official ones, to analyze their structural and semantic features and to search for their historicalevidence. By-names of Chinese places should not be defined as unusual and informal, since actually in many cases by-names are formal and very common in China nowadays. By-names are generally bestowed on important places (mostly cities) that win the public interest. Most of them have twostructural parts, the front specific parts are determiners / qualifiers and the back ones are generics.The generics generally are: cheng 城 ‘town / city’, du 都 ‘capital’, jiang 江 ‘river’, shan 山 ‘mountain’, dao 岛 ‘island’ etc. The lexical meanings of lexical items forming specific parts of by-namesmainly refer to animals, plants, minerals, local manufactured products, climate and natural scenery,geographical location, humans, areas, etc. Chinese contemporary by-names, used on various occasions, vary in frequency and stability. The by-names discussed in the paper only account for a smallproportion and are listed just due to their relatively high frequency, stability and acceptability.
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