Make a Vintage Name for Your Brand

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When deciding on a name for your firm or event, there are some useful pointers that would definitely be tacky. Tacky can be understood in two ways, depending on your target audience. According to some English speakers in the United States, tacky means “sticky” – just like superglue. However to some English speakers, “tacky” can be perceived in a bad light – describing something as being too flashy due to bad taste. In the business sense, there is one language that appears to stand out – French. This is not surprising as many property developers or business proprietors in Asia employ French when naming new apartments, restaurants, boutiques, retail products and even events! Examples include Laneige, Etude House, Shiseido’s Maquillage cosmetic series, Saveur and Poulet.

Connoisseur-A Blend of English and other language

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However, there are also business enterprises which adopt a blend of English and another foreign language. For instance, this phenomenon is reflected in The Connoisseur Concerto and Spayuri. This trend of using pseudo-French or pseudo-Japanese names for businesses aims to exploit the sophistication of French and Japanese cultural stereotypes. In short, property developers in Asia mentioned that using a foreign language adds value to their development, reflecting elegance and prestige of the dwellings. Other Asian businesses seem to utilize this value adding feature as part of their branding efforts. This is especially ubiquitous in the beauty industry.

Etude House- Skincare Brand with a French Name

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“Etude” (Etude House) which is a French word – étude, also refers to a musical composition. The meaning that Etude House aims to convey is their aim to beautify young women through their alluring products, similar to the beautiful composition by famous composer Frédéric Chopin. Another cosmetic product, Laneige – refers to snow in French, aims to beautify women through their sophisticated products that are carefully produced from “water science”, enabling them to achieve a radiant skin that glows.

Spayuri- Another Ingenious blend of English and Japanese

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Another ingenious blend of English and Japanese can be observed in another branding effort by Spayuri. Notice how spa and yuri appears as a coinage here. Spayuri conveys the underlying message of health and wellness, as well as an embodiment of beauty and sensuality from the Japanese female name Yuri and the kanji (Characters that represent Chinese loanwords in Japanese) meaning lily.

These businesses have successfully marketed themselves in the intense globalized competition. One important tip shared by marketing gurus lies in naming your business affectively.

Image source

 www.deal.com.sg

sgglitterforgoodgirls.blogspot.sg

 lovelypackage.com

Loanwords in English

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Language is subject to change overtime. Modern English, as we call it, is actually a blend of various languages! Even the original Anglo-Saxon language consisted of a smorgasbord of different dialects from the West Germanic tribes living on the North Coast.  Did you notice a loanword that has just occurred? Yes – smorgasbord! English borrowed and anglicized the Swedish word smörgåsbord. That explains the slightly different pronunciation in English.

The West Germanic tribes were made up of the Saxons (Germany and eastern Holland), the Jutes (probably from northern Denmark) as well as the Angles (possibly living along the coast and on islands between Denmark and Holland) and the dialects used amongst the different speakers were mutually intelligible. In other words, they could easily guess or understand one another.  English’s closest relatives can be found right across the waters – Holland and Germany. Below is a list of similar looking and sounding words!

    English

Dutch

German

as

als

als

bread

brood

Brot

cow

koe

Kuh

dream

droom

Traum

hear

hoor

Hören

him

hem

ihm

under

onder

unter

Interestingly, English as we see now is a hodgepodge of dialects which explains the similarities shared by it and the other neighboring varieties. With each new power figure or conqueror, there will be new borrowings from the donor language into the recipient language. For instance, William the conqueror and his Norman supporters invaded England in 1066 and brought together with them Norman French which was regarded as the prestigious mode of communication. Although simple daily communication was carried out in English, it was injected with a huge number of French words.

From then onwards, English has been actively absorbing new vocabulary from various sources. For example, vestiges of French, Latin and Greek can still be found in English. In diplomacy, French represents the language of diplomacy across Europe, Latin acts as the language of the church while Greek is the strongest contributor of words related to philosophy and science. Apart from these European languages, The American Indian languages, Australian Aborigine languages and the languages of Africa and India have also donated a tremendous amount of words that refer to species of plants and animals in the world!

 As the number of English speakers increases in societies made up of non-native English speakers, different English varieties spring up. The colloquial English variety of Singapore, otherwise known as Singlish, intersperses English with local dialects such as Malay, Hokkien, Teochew and Cantonese. Even though English acts as the main mode of communication in Singapore, foreigners will definitely take time and effort to understand Singlish due to the strong influence of local dialectal loanwords and Chinese sentence final particles (la, lor, leh) borrowed into English.

Language is subject to change overtime. Modern English, as we call it, is actually a blend of various languages! Even the original Anglo-Saxon language consisted of a smorgasbord of different dialects from the West Germanic tribes living on the North Coast.  Did you notice a loanword that has just occurred? Yes – smorgasbord! English borrowed and anglicized the Swedish word smörgåsbord. That explains the slightly different pronunciation in English.

The West Germanic tribes were made up of the Saxons (Germany and eastern Holland), the Jutes (probably from northern Denmark) as well as the Angles (possibly living along the coast and on islands between Denmark and Holland) and the dialects used amongst the different speakers were mutually intelligible. In other words, they could easily guess or understand one another.  English’s closest relatives can be found right across the waters – Holland and Germany. Below is a list of similar looking and sounding words!

English

Dutch

German

as

als

als

bread

brood

Brot

cow

koe

Kuh

dream

droom

Traum

hear

hoor

Hören

him

hem

ihm

under

onder

unter

Interestingly, English as we see now is a hodgepodge of dialects which explains the similarities shared by it and the other neighboring varieties. With each new power figure or conqueror, there will be new borrowings from the donor language into the recipient language. For instance, William the conqueror and his Norman supporters invaded England in 1066 and brought together with them Norman French which was regarded as the prestigious mode of communication. Although simple daily communication was carried out in English, it was injected with a huge number of French words.

From then onwards, English has been actively absorbing new vocabulary from various sources. For example, vestiges of French, Latin and Greek can still be found in English. In diplomacy, French represents the language of diplomacy across Europe, Latin acts as the language of the church while Greek is the strongest contributor of words related to philosophy and science. Apart from these European languages, The American Indian languages, Australian Aborigine languages and the languages of Africa and India have also donated a tremendous amount of words that refer to species of plants and animals in the world!

 As the number of English speakers increases in societies made up of non-native English speakers, different English varieties spring up. The colloquial English variety of Singapore, otherwise known as Singlish, intersperses English with local dialects such as Malay, Hokkien, Teochew and Cantonese. Even though English acts as the main mode of communication in Singapore, foreigners will definitely take time and effort to understand Singlish due to the strong influence of local dialectal loanwords and Chinese sentence final particles (la, lor, leh) borrowed into English.

pic source: encrypted-tbn3.gstatic.com

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