Jak se vyslovují názvy cizích obchodních značek v televizních reklamách? / Pronunciation of Foreign Brand Names in TV Advertising
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 bra...
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| Format: | Article |
| Language: | ces |
| Published: |
Univerzita Karlova, Filozofická fakulta
2015-12-01
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| Series: | Studie z Aplikované Lingvistiky |
| Subjects: | |
| Online Access: | https://sites.ff.cuni.cz/studiezaplikovanelingvistiky/wp-content/uploads/sites/19/2017/12/Tom%C3%A1%C5%A1-Dub%C4%9Bda_76-91.pdf |
| _version_ | 1818649094920339456 |
|---|---|
| author | Tomáš Duběda |
| author_facet | Tomáš Duběda |
| author_sort | Tomáš Duběda |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-12-17T01:28:52Z |
| format | Article |
| id | doaj.art-7545b89a9a7e4be985938f30503992b5 |
| institution | Directory Open Access Journal |
| issn | 1804-3240 2336-6702 |
| language | ces |
| last_indexed | 2024-12-17T01:28:52Z |
| publishDate | 2015-12-01 |
| publisher | Univerzita Karlova, Filozofická fakulta |
| record_format | Article |
| series | Studie z Aplikované Lingvistiky |
| spelling | doaj.art-7545b89a9a7e4be985938f30503992b52022-12-21T22:08:38ZcesUniverzita Karlova, Filozofická fakultaStudie z Aplikované Lingvistiky1804-32402336-67022015-12-01627691Jak se vyslovují názvy cizích obchodních značek v televizních reklamách? / Pronunciation of Foreign Brand Names in TV AdvertisingTomáš Duběda0Ústav translatologie FF UK v PrazeIn 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.https://sites.ff.cuni.cz/studiezaplikovanelingvistiky/wp-content/uploads/sites/19/2017/12/Tom%C3%A1%C5%A1-Dub%C4%9Bda_76-91.pdffonologiechrématonymaobchodní značkyreklamavlastní jménavýpůjčkyvýslovnostadvertisingbrand nameschrematonymsloanwordsphonologypronunciationproper names |
| spellingShingle | Tomáš Duběda Jak se vyslovují názvy cizích obchodních značek v televizních reklamách? / Pronunciation of Foreign Brand Names in TV Advertising Studie z Aplikované Lingvistiky fonologie chrématonyma obchodní značky reklama vlastní jména výpůjčky výslovnost advertising brand names chrematonyms loanwords phonology pronunciation proper names |
| title | Jak se vyslovují názvy cizích obchodních značek v televizních reklamách? / Pronunciation of Foreign Brand Names in TV Advertising |
| title_full | Jak se vyslovují názvy cizích obchodních značek v televizních reklamách? / Pronunciation of Foreign Brand Names in TV Advertising |
| title_fullStr | Jak se vyslovují názvy cizích obchodních značek v televizních reklamách? / Pronunciation of Foreign Brand Names in TV Advertising |
| title_full_unstemmed | Jak se vyslovují názvy cizích obchodních značek v televizních reklamách? / Pronunciation of Foreign Brand Names in TV Advertising |
| title_short | Jak se vyslovují názvy cizích obchodních značek v televizních reklamách? / Pronunciation of Foreign Brand Names in TV Advertising |
| title_sort | jak se vyslovuji nazvy cizich obchodnich znacek v televiznich reklamach pronunciation of foreign brand names in tv advertising |
| topic | fonologie chrématonyma obchodní značky reklama vlastní jména výpůjčky výslovnost advertising brand names chrematonyms loanwords phonology pronunciation proper names |
| url | https://sites.ff.cuni.cz/studiezaplikovanelingvistiky/wp-content/uploads/sites/19/2017/12/Tom%C3%A1%C5%A1-Dub%C4%9Bda_76-91.pdf |
| work_keys_str_mv | AT tomasdubeda jaksevyslovujinazvycizichobchodnichznacekvteleviznichreklamachpronunciationofforeignbrandnamesintvadvertising |