• 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.

• Journal of Biomedical Engineering Research
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• v.19 no.1
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• pp.59-68
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• 1998

Digital hearing aids offer many advantages over conventional analog hearing aids. With the advent of high speed digital signal processing chips, new digital techniques have been introduced to digital hearing aids. In addition, the evaluation of new ideas in hearing aids is necessarily accompanied by intensive subject-based clinical tests which requires much time and cost. In this paper, we present an objective method to evaluate and predict the performance of hearing aid systems without the help of such subject-based tests. In the hearing impairment simulation(HIS) algorithm, a sensorineural hearing impairment medel is established from auditory test data of the impaired subject being simulated. Also, the nonlinear behavior of the loudness recruitment is defined using hearing loss functions generated from the measurements. To transform the natural input sound into the impaired one, a frequency sampling filter is designed. The filter is continuously refreshed with the level-dependent frequency response function provided by the impairment model. To assess the performance, the HIS algorithm was implemented in real-time using a floating-point DSP. Signals processed with the real-time system were presented to normal subjects and their auditory data modified by the system was measured. The sensorineural hearing impairment was simulated and tested. The threshold of hearing and the speech discrimination tests exhibited the efficiency of the system in its use for the hearing impairment simulation. Using the HIS system we evaluated three typical hearing aid algorithms.

• Journal of Sasang Constitutional Medicine
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• v.12 no.1
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• pp.144-156
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• 2000

Purpose of this study is to help classifying Sasang Constitution through correlation with Larynx waveform. This study was done it under the suppose that Sasang Constitution would be correlation with Larynx waveform. The following result were obtained about correlation between Erectroglottograph waveform and Sasang Constitution by analysis EGG program. 1. Taeumin was lower than Soyangin in Open Std Deviation, Contact Std Deviation of male/a/(0.5sec) 2. Soeyangin was high compared with the others in Pitch range of maie/a/(2.5sec) 3. Taeumin was higher than Soeumin in Pitch range, Soeyangin in pitch Maximum, and the others in Pitch Std Deviation of female/e/(0.5sec) 4. Taeumin was higher than Soeumin in Contact Maximum and lower than Soeumin in Contact Maximum of female/a/(2.5sec) 5. There was no significantly difference in male/e/(0.5sec), male/e/(2.5sce), female/a/(0.5sec), female/e/(2.5sec) 6. The percent of correctly classified in Soeoumin and Taeumin was high in CART Algolism. The risk estimate of Soyangin was relatively high. The study may be use on of the method to make objective diagnosis in Sasang constitution.

• Sleep Medicine and Psychophysiology
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• v.7 no.1
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• pp.60-66
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• 2000

Objectives: The Psychopathology of schizophrenia was expected to be related with focal dysfunction of brain while schizophrenia is recognized and studied as the brain disease. Authors studied correlation between neuropsychological tests and delusion which is representative symptom of schizophrenia in patients with head trauma and psychiatric patients in order to explore the functional localization of brain in delusional symptom. Methods: Halstead Reitan Neuropsychological Test Battery and Korean Weschler Intelligent Scale and Minnesota Multiphasic Personality Inventory(MMPI) were administered to one hundred ninteen patients consisted of sixty nine psychiatric patients and fifty patients with brain damage. We tested correlation between results of neuropsychological tests and delusional scale made from twenty four items related with delusion in MMPI. T-test between eighteen higher delusion scorers and twenty one lower scorers was examed in psychiatric group. Results: In brain damage group, signigicant correlations were found in the tests related with function of frontal lobe such as category test, trail making AB test, tactual performance test, digit symbol test and fingertip number writing test, and significant correlations were also noted in the tests related with function of left temporal and parietal lobes such as information, comprehension, vocabulary, similarities and speech sound perception test. The tests related with the function of right hemisphere such as tactual performance test location, picture completion and performance, and the tests related with subcortical function such as arithmetic, digit span, attention, digit symbol test, digit symbol and trail making AB test were signigicantly corelated with delusional scale too. In psychiatric group there were significant difference of delusional score in the tests related with function of left hemisphere such as vocabulary, vocable IQ, comprehension and language, and in the tests related with subcortical function such as N 120 voltage, digit symbol and arithmetic. Conclusions: Delusion seems to be related with function of frontal lobe, left hemisphere and subcortex in both groups. Right hemisphere may be also partially related with delusion.

• Journal of the Korean Institute of Intelligent Systems
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• v.24 no.3
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• pp.265-270
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• 2014

Hearing-impaired people have difficulty in hearing, so it is also hard for them to learn letters that represent sound and text that conveys complex and abstract concepts. Therefore it has been natural choice for the hearing-impaired people to use sign language for communication, which employes facial expression, and hands and body motion. However, the major communication methods in daily life are text and speech, which are big obstacles for the hearing-impaired people to access information, to learn and make intellectual activities, and to get jobs. As delivering information via internet become common the hearing-impaired people are experiencing more difficulty in accessing information since internet represents information mostly in text forms. This intensifies unbalance of information accessibility. This paper reports web-based text-to-sign language translating system that helps web designer to use sign language in web page design. Since the system is web-based, if web designers are equipped with common computing environment for internet browsing, they can use the system. The web-based text-to-sign language system takes the format of bulletin board as user interface. When web designers write paragraphs and post them through the bulletin board to the translating server, the server translates the incoming text to sign language, animates with 3D avatar and records the animation in a MP4 file. The file addresses are fetched by the bulletin board and it enables web designers embed the translated sign language file into their web pages by using HTML5 or Javascript. Also we analyzed text used by web pages of public services, then figured out new words to the translating system, and added to improve translation. This addition is expected to encourage wide and easy acceptance of web pages for hearing-impaired people to public services.