• Asia Marketing Journal
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• v.12 no.4
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• pp.1-25
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• 2011

Brand names are often considered as a part of product and important extrinsic cues of product evaluation, when consumers make purchasing decisions. For a company, brand names are also important assets. Building a strong brand name in the Chinese commonwealth is a main challenge for many global companies. One of the first problem global company has to face is how to translate English brand name into Chinese brand name. It is very difficult decision because of cultural and linguistic differences. Western languages are based on an alphabet phonetic system, whereas Chinese are based on ideogram. Chinese speakers are more likely to recall stimuli presented as brand names in visual rather than spoken recall, whereas English speakers are more likely to recall the names in spoken rather than in visual recall. We interpret these findings in terms of the fact that mental representations of verbal information in Chinese are coded primarily in a visual manner, whereas verbal information in English is coded by primarily in a phonological manner. A key linguistic differences that would affect the decision to standardize or localize when transferring English brand name to Chinese brand name is the writing system. Prior Chinese brand naming research suggests that popular Chinese naming translations foreign companies adopt are phonetic, semantic, and phonosemantic translation. The phonetic translation refers to the speech sound that is produced, such as the pronunciation of the brand name. The semantic translation involves the actual meaning of and association made with the brand name. The phonosemantic translation preserves the sound of the brand name and brand meaning. Prior brand naming research has dealt with word-level analysis in examining English brand name that are desirable for improving memorability. We predict Chinese brand name suggestiveness with different translation methods lead to different levels of consumers' evaluations. This research investigates the structural linguistic characteristics of the Chinese language and its impact on the brand name evaluation. Otherwise purpose of this study is to examine the effect of brand concept on the evaluation of brand name. We also want to examine whether the evaluation is moderated by Chinese translation types. 178 Taiwanese participants were recruited for the research. The following findings are from the empirical analysis on the hypotheses established in this study. In the functional brand concept, participants in Chinese translation by semantic were likely to evaluate positively than Chinese translation by phonetic. On the contrary, in the symbolic brand concept condition, participants in Chinese translation by phonetic evaluated positively than by semantic. And then, we found Chinese translation by phonosemantic was most favorable evaluations regardless of brand concept. The implications of these findings are discussed for Chinese commonwealth marketers with respect to brand name strategies. The proposed model helps companies to effectively select brand name, making it highly applicable for academia and practitioner. name and brand meaning. Prior brand naming research has dealt with word-level analysis in examining English brand name that are desirable for improving memorability. We predict Chinese brand name suggestiveness with different translation methods lead to different levels of consumers' evaluations. This research investigates the structural linguistic characteristics of the Chinese language and its impact on the brand name evaluation. Otherwise purpose of this study is to examine the effect of brand concept on the evaluation of brand name. We also want to examine whether the evaluation is moderated by Chinese translation types. 178 Taiwanese participants were recruited for the research. The following findings are from the empirical analysis on the hypotheses established in this study. In the functional brand concept, participants in Chinese translation by semantic were likely to evaluate positively than Chinese translation by phonetic. On the contrary, in the symbolic brand concept condition, participants in Chinese translation by phonetic evaluated positively than by semantic. And then, we found Chinese translation by phonosemantic was most favorable evaluations regardless of brand concept. The implications of these findings are discussed for Chinese commonwealth marketers with respect to brand name strategies. The proposed model helps companies to effectively select brand name, making it highly applicable for academia and practitioner.

• The KIPS Transactions:PartB
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• v.9B no.4
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• pp.445-452
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• 2002

In Korean-English mixed documents, translated technical words are usually used with the attached full words or original words enclosed with parenthesis. In this paper, a collective method is presented to recognize and extract the translation phrases with using a base translation dictionary. In order to process the unregistered title words and translation words in the dictionary, a phonetic similarity matching method, a translation partial matching method, and a compound word matching method are newly proposed. The experiment result of each method was measured in F-measure(the alpha is set to 0.4) ; exact matching of dictionary terms as a baseline method showed 23.8%, the hybrid method of translation partial matching and phonetic similarity matching 75.9%, and the compound word matching method including the hybrid method 77.3%, which is 3.25 times better than the baseline method.

• MALSORI
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• no.61
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• pp.31-48
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• 2007

This study investigated the roles of name agreement and word frequency in the English-Korean word translation task. Using the low-frequency homonyms with low name agreement as stimuli, Experiment 1 revealed that the name agreement of materials is a determinant which could modulate times to translate English words into Korean equivalents. On the contrary, Experiment 2 showed that the name agreement of materials does not play a decisive role in the translation task, using the low-frequency homonyms having high name agreement as stimuli. In Experiment 3, we identified that the frequency effects observed from previous two experiments are indeed brought about during the lexical access. Our findings suggest that the word frequencies of materials have a strong influence on English-Korean word translation times, and homonyms are represented independently each other in the lexeme level.

• Journal of Information Management
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• v.43 no.2
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• pp.199-222
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• 2012

Due to the increase of international business and activities, Koreans nowadays have higher needs to present their personal identity to the foreigners. In this process, the first requirement is to exchange personal names with foreigners. Therefore, the phonetic translation of Korean names into Roman alphabetic notation is frequently required, in order to deliver Korean personal names to the people who do not understand Korean alphabet. However, some confusions have been witnessed in the way of transforming Korean names into Roman (English) alphabet notation, due to the fact that there are many different ways to put Korean pronunciation into Roman (English) alphabet. This study examines different formats of Romanization of Korean personal names to find and suggest an optimal one. It first examines structures of and differences between Korean and Western personal names and usage patterns, reviews the issues surrounding Romanization of Korean personal names, and patternizes diverse Romanization formats currently used. Based on these examinations and consequent findings, I would like to suggest a format for the Romanization of Korean personal names which is considered to be the best.

• Annual Conference on Human and Language Technology
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• 2022.10a
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• pp.592-595
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• 2022

한국어에서 한자어와 외래어가 차지하는 비중은 매우 높다. 일상어의 경우 한자어와 외래어의 비중이 약 53%, 전문어의 경우 약 92%에 달한다. 한자어나 외래어는 중국이나 다른 나라로부터 영향을 받아 한국에서 쓰이는 단어들이다. 한국어에서 사용되는 한자어와 외래어의 한글 표기과 원어 표기를 발음해보면, 발음이 상당히 유사하다는 것을 알 수 있다. 한자어인 도서관(图书馆)을 중국어로 발음해보면 t^hu.ʂu.kwan'로 해당 단어에 대한 한국 사람의 발음과 상당히 유사하다. 본 논문에서는 Source Length, Source IPA Length, Target Length, Target IPA Length, IPA Distance 등 총 5가지의 음성학적 특징을 고려한 한국어-중국어 한국어-영어 단어 기계번역 데이터 세트를 구축하고자 한다.

• Journal of the military operations research society of Korea
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• v.18 no.1
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• pp.32-46
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• 1992

One of the problems we frequently face during the ROK and US Combined operations is the English Military abbreviations because they often causes a lot of confusion. Many military abbreviations we generated, changed, and disappeared, so it is very hard to figure out their meaning sometimes. This system is designed to make it easier to register, alter, and find out English abbreviations through hypermedia techniques, which is utilizing nonsequential and direct search system similar to human sensory organs. So this enables us to keep up with the latest abbreviations. It is also designed to overcome mutual communications barriers by audio-visual aids through the graphic and phonetic functions of the program, and to test users via a random selection of questions.

• MALSORI
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• v.68
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• pp.95-114
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• 2008

The recent growing popularity of statistical methods in machine translation requires much more large parallel corpora. A Korean-English parallel corpus, however, is not yet enoughly available, little research on this subject is being conducted. In this paper we present a hybrid method of aligning sentences for Korean-English parallel corpora. We use bilingual news wire web pages, reading comprehension materials for English learners, computer-related technical documents and help files of localized software for building a Korean-English parallel corpus. Our hybrid method combines sentence-length based and word-correspondence based methods. We show the results of experimentation and evaluate them. Alignment results from using a full translation model are very encouraging, especially when we apply alignment results to an SMT system: 0.66% for BLEU score and 9.94% for NIST score improvement compared to the previous method.

• Cross-Cultural Studies
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• v.35
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• pp.339-368
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• 2014

In Teaching Chinese as a Foreign Language, phoneme-based pronunciation teaching such as tone, consonants, vowels is the most common teaching methods. Based on main character of Chinese grammar: 'lack of morphological change' in a narrow sense, was proposed by Lv Shuxiang and Zhu Dexi, I designed 'Communicative oriented Chinese pronunciation teaching method'. This teaching method is composed of seven elements: one kind is the 'structural elements': phoneme, word, phrase, sentence; another kind is the 'functional elements': listening, speaking and translation. This pronunciation teaching method has four kinds of practice methods: 1) phoneme learning method; 2) word based pronunciation practice; 3) phrase based pronunciation practice; 4) sentence based pronunciation practice. When the teachers use these practice methods, they can use the dialogue and Korean-Chinese translation. In particular, when the teachers use 'phoneme learning method', they must use Korean and Chinese phonetic comparison results. When the teachers try to correct learner's errors, they must first consider the speech communication.

• Proceedings of the KSPS conference
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• 1996.10a
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• pp.432-434
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• 1996

The aim of this presentation is to show the structures and characteristics of English-Korean Machine Translator 'Trannie 96' 'Trannie 06' consists of five main engines and various types of dictionaries. With respect to the engines, the English sentences filtered by Pre-processor are tagged and parsed. After the conversion form English sentence structure to Korean one, 'Trannie 96' constructs Korean sentence. As for dictionaries, each engine has more than one optimized dictionaries. The algorithms employed by this machine is based on Linguistic theories, which make it possible for us to produce speedy and accurate translation.

• ETRI Journal
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• v.46 no.1
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• pp.127-136
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• 2024

The Korean language has written (formal) and spoken (phonetic) forms that differ in their application, which can lead to confusion, especially when dealing with numbers and embedded Western words and phrases. This fact makes it difficult to automate Korean speech recognition models due to the need for a complete transcription training dataset. Because such datasets are frequently constructed using broadcast audio and their accompanying transcriptions, they do not follow a discrete rule-based matching pattern. Furthermore, these mismatches are exacerbated over time due to changing tacit policies. To mitigate this problem, we introduce a data-driven Korean spoken-to-written transcription conversion technique that enhances the automatic conversion of numbers and Western phrases to improve automatic translation model performance.