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Commonality in Sound Branding: A Comparative Study of the Perception of Obstruents in Korean and English

Altmann Axel
언어연구소 (Language Research Institute)|2023.03|Journal of Universal Language|제24권 제1호|pp. 1-23

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참고문헌

키워드

voiced and voiceless obstruentssound symbolismconsonants in brand namesfrequency code hypothesis
주제분류언어학

초록

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.

Abstract

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.

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