스타벅스 메뉴의 현지화를 위한 장소 중심의 네이밍 전략
Naming Strategies Centered on Places for the Localization of Starbucks Menu
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This study explores the ways in which Starbucks food and beverage menus are translated and created for their localization by focusing on the place-centered naming strategy. Generally, when the menus are translated into Korean, they are appropriated covertly by marketers. Therefore, this study compares the names of the menu items on the Starbucks’ U.S. website with those on the Korean website in order to analyze their translational variations. Mostly, names of food items from the U.S. English menu only include the ingredients and processing methods; those names are literally translated on the basis of their phonetical sounds in the Korean menu. However, the names of food items on menus only available in Starbucks Korea are variously coined factually or metaphorically, by adding place-related words in them. This kind of menu naming in Korea functions as a strategy for localizing the Starbucks menu as follows. First, it aims at instilling into Korean consumers certain tastes acquired in the social and cultural context in Korea. Second, by adding “we” as a collective and abstract space to the menu names, marketers induce their consumers to identify themselves with “we.” Third, Korean local places in the menu names provide consumers with an illusive sense of place for rest, wellness and beautiful nature. Thus, naming menus in Korea serves as a marketing strategy for enticing consumers by providing them imaginary or factual sense of places.
Abstract
This study explores the ways in which Starbucks food and beverage menus are translated and created for their localization by focusing on the place-centered naming strategy. Generally, when the menus are translated into Korean, they are appropriated covertly by marketers. Therefore, this study compares the names of the menu items on the Starbucks’ U.S. website with those on the Korean website in order to analyze their translational variations. Mostly, names of food items from the U.S. English menu only include the ingredients and processing methods; those names are literally translated on the basis of their phonetical sounds in the Korean menu. However, the names of food items on menus only available in Starbucks Korea are variously coined factually or metaphorically, by adding place-related words in them. This kind of menu naming in Korea functions as a strategy for localizing the Starbucks menu as follows. First, it aims at instilling into Korean consumers certain tastes acquired in the social and cultural context in Korea. Second, by adding “we” as a collective and abstract space to the menu names, marketers induce their consumers to identify themselves with “we.” Third, Korean local places in the menu names provide consumers with an illusive sense of place for rest, wellness and beautiful nature. Thus, naming menus in Korea serves as a marketing strategy for enticing consumers by providing them imaginary or factual sense of places.
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