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Axel Altmann 세종대학교 언어연구소 2023 Journal of Universal Language Vol.24 No.1
Correspondingly to overexposure to advertising and oversaturation of sales markets, companies are required to explore ways to protrude. One way to enhance and differentiate oneself from competitors is sound branding. Part of sound branding refers to the sound-symbolic perception of certain linguistical features. This article examines the relationship between obstruents and a perceived sound-symbolic harshness. Based on a study done by Pathak et al. (2020), three separate research had been conducted. Firstly, twenty-one hypothetical brand names (HBNs) containing voiced obstruents (/b/, /d/, /g/, /z/, and /v/) and twenty-one HBNs containing voiceless obstruents (/p/, /t/, /k/, /s/, and /f/) had been shown to native Korean speakers in English. A second group was shown the same brand names but transliterated. Lastly, the same HBN in English had been presented to a control group (n = 20) consisting of native English speakers. It was shown that sound symbolism is not culturally agnostic, although universal tendencies have been found and significant differences in perception had been proven.