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Sound Advice on Brand Names

Sound Advice on Brand Names By Bruce G. Vanden Bergh, Janay Collins, Myrna Schultz and Keith Adler and porcupine) while words without these Words that begin with sounds are not funny.4 plosives are more Collins concluded, based on a study by frequently recalled Sapir and Newmann, that phonetic ele- and recognized. ments of language do tend to convey a meaning of their own.’ While Schloss did not find out why K and P sounds are funny, Sometimes words as well as names get their meaning from what they are asso- he did discover that an unusually large ciated with in our minds. Collins calls this number of brand names on Marketing and the ”Juliet Principle” after Shakespeare’s Media Decisions list of the top 200 brands famous line, spoken by Juliet to Romeo, for 1979 did contain these sounds. In fact, “that which we call a rose, by any other the K sounds appeared significantly more name would smell as sweet.”l And at other frequently than it appears in the diction- times it is the way a word sounds or its ary.6 phonetic symbolism that gives it its prim- Vanden Bergh analyzed Marketing and ary meaning. Collins calls this the “Joyce Media Decisions 1982 brand http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journalism Quarterly SAGE

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Publisher
SAGE
Copyright
© 1984 Association for Education in Journalism & Mass Communication
ISSN
0022-5533
DOI
10.1177/107769908406100415
Publisher site
See Article on Publisher Site

Abstract

By Bruce G. Vanden Bergh, Janay Collins, Myrna Schultz and Keith Adler and porcupine) while words without these Words that begin with sounds are not funny.4 plosives are more Collins concluded, based on a study by frequently recalled Sapir and Newmann, that phonetic ele- and recognized. ments of language do tend to convey a meaning of their own.’ While Schloss did not find out why K and P sounds are funny, Sometimes words as well as names get their meaning from what they are asso- he did discover that an unusually large ciated with in our minds. Collins calls this number of brand names on Marketing and the ”Juliet Principle” after Shakespeare’s Media Decisions list of the top 200 brands famous line, spoken by Juliet to Romeo, for 1979 did contain these sounds. In fact, “that which we call a rose, by any other the K sounds appeared significantly more name would smell as sweet.”l And at other frequently than it appears in the diction- times it is the way a word sounds or its ary.6 phonetic symbolism that gives it its prim- Vanden Bergh analyzed Marketing and ary meaning. Collins calls this the “Joyce Media Decisions 1982 brand

Journal

Journalism QuarterlySAGE

Published: Dec 1, 1984

There are no references for this article.