Whose truth is truer
A decent hook on the way to the Russian-speaking soil made the word Hyundai. As the company conquered the markets, the reading of Korean letters was written in Latin, then Cyrillic. In Russia, the “damaged telephone” caused interpretations: “Hyundai”, “Hyundai”, “Hyundai”. No one argued whose truth was truer, silently kept dignity and stubbornly kept his point.
All interpreters were mistaken. The only right option, but only later, was offered by the representative office of the company that opened in Moscow: according to an application drawn up in Russian, it was registered as Hyundai e Motor CIS. It was a message: to write and pronounce correctly - like that.
But there was no reaction. Representation did not put pressure on the consciousness of the masses. Let the ingrained variants be gibberish and only vaguely resemble “modernity” (as Hyundai translates), but they say that even if you name a pot, just not in the oven (Koreans probably have an analogue of the proverb). The brand is recognizable, are cars being bought up? And okay … We took advantage of the intelligence of the employees of the mission and continued to erupt our corrupted "Hyundai".
Tremendous restraint was shown by Koreans even later when they introduced the Tucson crossover to the Russian market. Again they did not complain about our Tucson, Tuxan, Tucson, Tusan. Ostroslov called the car also “Tushkan”. All options, again, are only close to the truth. In fact, the car was made the namesake of a city in Arizona, USA, its geographical name is Tucson.
Tucson city on a map of USA
The city on the map of the USA (in case you are going there). From it to Mexico only fifty miles, you can hit the road. The city on the map of the USA (in case you are going there). From it to Mexico only fifty miles, you can hit the road.
Do not inadvertently sin
English is also poorly adapted to sound transmission from Korean. Savvy Hyundai dealers in the United States, so that the supplier does not take offense at the involuntary sin of reading, found a way out. They came up with an advertising slogan with a double effect on the minds of fellow citizens:
Which means: Hyundai is like Sunday.” Say, what can be more pleasant in life than a weekend (the formation of a benevolent attitude to the brand)! Here is a hint for pronunciation.
This term from the slang of PR-specialists means selection for everything that is for sale, spectacular, capacious, exclusive or, depending on the “terms of reference”, familiar, associative names.
(For general development: not only firms use the services of “professional godchildren”, and in some cases, also the state. For example, at the time of the growing popularity of mobile telephony from the filing of specialists for naming in Israel, the devices were called telephones. Transformation of the original word is minimal, it’s clear what kind of functionality we are talking about. And the name is unique. People accepted it).
Naming-creators of the global automotive industry are climbing out of their skin in search of “something special” in order to unobtrusively but effectively fall in love with the product consumer masses: so that the name or slogan is perceived freshly, pronounced easily and briefly, read without tension, not in the least associated with negative. From here, one can understand the annoyance of creators and customers when the costly results of brain attacks turn into embarrassment. But you won’t be safe from all the nightmares of linguistic accidents …
About the "males" - not a word
Our money "Zhiguli" was once going to send to the vast expanses of the world car market. But the trouble is, the name didn’t allow that paradise. Nimbrend in all countries should, at a minimum, be read (that is, be written in Latin), be “liquid” (there is such a concept in naming slang).
VAZ employees came up with: Lada. They explained to the Soviet people, anxiously following the fate of their beloved auto giant: firstly, this, as you see, is original Russian. Secondly, the name excludes the letter "je", one image of which will pamper any nation. And the sound "zhe" exists only in our language, Japanese and Italian. (They might not remember about Italy: who needs the former FIATs in it?). The Chinese would not be discouraged by either the image or the sound, but the Chinese language was not mentioned in the explanation - relations with the PRC deteriorated, and what kind of car buyers could be in a poor country at that time …
But then a tale appeared about the seemingly most significant reason for assigning an “export” name to VAZs. Weighty - literally. After all, there was a nationwide socialist competition for saving everything and everyone, and the Lada nameplate of four letters was almost twice as easy as Zhiguli, plus saving galvanic materials, labor costs in its manufacture!.. People told the “godfather” employee for “ratsu” (rationalization proposal) the prize was rolled off, either 30, or as many as 50 rubles.
So that no one confuses anything. So that no one confuses anything.
According to the version that leaked either because of the Iron Curtain or from the bowels of the KGB, the true reason for the “export rebranding” is different. “Zhiguli”, according to the ears of the inhabitants there, is consonant with “gigolo” - a prostitute male male, at best, a female content (however, the difference is small). PRs are forced to reckon with prudes under any authority.
The harmonious name, however, did not save - there were few in the world of LAD. (Since we were talking about that, the middle name did not help Zaporozhets to increase its export potential - it was renamed Yalta).
Export name chosen good. Export name chosen good.
But the name is us - right? - happy. Another thing is that we read Lada as “Lada”, and if, according to the rules of English, then an alien “leid” comes out. Well, what's the point of arguing?.. Is it then that the current French-Japanese partners of AvtoVAZ promised to put their developments on the conveyor under our brand. Well then, let the Leidai remain …
Between whistling and hissing
For many years, we all called Mitsubishi “Mitsubishi” - with the penultimate sound “c”. Although it is strange: we know from school that the combination of “sh” forms our “sh” (we neglect the nuances in sound). However, as soon as it was said so, no one “arose”.
And recently, an advertising video dedicated to the brand’s models went on television. In the narration, the announcer clearly pronounces "Mitsubi shi." This is a hint: it should be pronounced that way!
Well, if the Japanese advertising customers insist, they’ll have to change their pronunciation habits. Although is it worth it? The proposed option is also a compromise. The high-class Japanese translator with whom we consulted explained that native speakers pronounce a cross between “c” and “w”, this is one of the features of Japanese speech.
(By the way, fans of Japanese cuisine are persuaded to abandon “sushi” - they must call it “sushi.” And this contradicts what was proposed to be done with Mitsubishi. Is the truth in the middle. So does it make sense to change something?.. And in general, "Sushi" sounds tasteless.)
Not being discussed
“Correct the mistake in the Russian pronunciation and spelling of Chevrolet Lacetti,” a letter of this meaning a year and a half ago was sent to the media from the representative office of General Motors. They indicated: to pronounce, as usual, “Lazetti” - incorrectly, but correctly - “La chatti”.
Because the word is Italian. In Italian, there is a rule: if after the Latin “c” (si) in the words “e” or “i” follow, then the letter combination should be read / pronounced / written in Russian as “che” and “chi” … However, the butt habits of a whip of wishes did not break.
Another name in which you suspect an “Italian” is KIA Cerato. If the suspicions are true, it is correct to pronounce not “Cerato”, as it was customary, but “Cherato” … At the company’s representative office they did not confirm or deny anything to us. Surely from the same eastern restraint: there is no need to excite the mass consciousness on not very important occasions. And it is important that the model has an excellent customer reputation. But how to pronounce correctly remains a mystery.
No less respected by the Russian public and another model from KIA - Sportage. As soon as they did not abuse her! “Sportage”, “Sportage” (for some reason in the French manner), “Sportage”, “Sportage”, “Sportage”. Options - with emphasis on the first or second syllables.
What is the right way then? Informed sources said that employees of the Korean company in their circle pronounce “Sports Age ”, with emphasis on the second syllable. As you should read the English word.
And again, all about "j"
No one doubts the nationality of the Lamborghini brand: the brand “name itself” was founded by the lord Ferruccio Lamborghini. However, there is no “j” in the surname, but “g”: Lambor g inini. The mistake is made not only by “mere mortals”, not only by leading radio stations (although they do not have the right to such flaws - they are trusted, they are repeated after them), but even by Google. As soon as you drive “Lambor …” into the line, a hint word pops up suggesting a continuation: “… gini”. Meanwhile, in Italian, if after “g” follows “h”, “g” should be read. By analogy: the well-known word "spaghetti" is spaghetti. But no one encroaches on his pronunciation!
And as soon as they started talking about sports cars … In the public, various interpretations of the name Porsche roam. They often say “Porsche”. And it should be read as they called the great Ferdinand - Porsche, with emphasis on the first syllable. If you want to completely conquer the company with your knowledge, then the name also contains Ferdinand, oddly enough for our understanding of the convenience of pronunciation.
The heroes of the films gave us a simplified, if not personal, “Porsche”. But this, it seems, is appropriate for those who are close to such machines. All the others are tinkers.
Porsche produces cars from sports cars to off-road vehicles. Others see in our army Combat something from the Porsche. Porsche produces cars from sports cars to off-road vehicles. Others see in our army Combat something from the Porsche.
About the same, but in the name Mercedes (if someone still does not know this story). Back in 1901, one of the first successful cars of the young company was named after the daughter of the head of the Daimler representative office in France, who also served as the German consul in Nice. It was impossible to refuse.
The beautiful daughter was called Mer tsess, with “ts” and with emphasis on the penultimate syllable, and not on the last, as we do. But the name in its current sound is so ingrained in our speech that it cannot be pulled out.
A conspiracy of vulgarity?
You can screw up anything, often the names of cars are distorted to obscenity. But do not look for that international conspiracy of dirty tricks - it just sometimes happens so involuntarily.
An unfortunate coincidence for Mitsubishi happened with the "legendary" (on television) model Pajero. The Japanese named the car by the name of the leopard that lives in the pampas of Patagonia, in southern Argentina: Leopardus pajeros in Latin. Loudly!
But not for countries with Spanish speech. In the Spanish alphabet “j” is the letter “hota”, in words it is pronounced more often as our “x” (well, we at Pajero read it in English - with “j”). Even worse, the Spanish slang gave the word pajero a low meaning: excuse me, "onanist."
That's why the car was picked up and the second name - Montero ("Highlander Warrior"). They sell a car with him in Spain, Hispanic countries of Latin America (but not in Brazil, where they communicate in Portuguese), the United States (here there are more immigrants from the south of the continent, they are already expressing fears that Spanish will dominate in the country in the near future) as well as for some reason in India. For Great Britain, the third name is Shogun (the Japanese “shogun” was written with the first sound, as we figured out, gravitating to “w”). It means something like "overlord." This, one must think, is a subtle sign of respect for the representatives of the Japanese monarchy - the English.
And to accept a new, next name - very much in Japanese. In the country, many follow the tradition throughout their lives to change, and more than once, names. It is believed that with this act a person gets the opportunity to gain new virtues. Judging by the successful fate of the car, this happens to him.
An oddity associated with associations happened to this model in our market. Name changed. An oddity associated with associations happened to this model in our market. Name changed.
Evil tongues “washed the bones” for a long time Chevrolet Nova - a model that GM Corporation in the 60s launched on the same insidious Latin American market. The rumor was gloating: the Spanish “no va” - “does not go”, is consonant with the name Nova. This punishment of marketers, they say, spoiled the sales of the car … It’s kind of a long history, it’s time to forget it, but just recently, one of the music radio stations retold it with a grin (something our radio often “give a cock”).
Gossip of clean water!.. However, not clean. The Hispanic driver about the immobilized car will say: “No marcha” and hardly otherwise.
One of the first Nova released in the mid-60s. Three-door coupes were also popular, and tuners especially liked to tinker with them. One of the first Nova released in the mid-60s. Three-door coupes were also popular, and tuners especially liked to tinker with them.
As for the advantages of the model, the Latos rated the Nova and bought very well, it became a platform for creating a galaxy of wonderful cars produced under reputable brands.
The great Rolls-Royce himself unwittingly trapped in Germany with his Silver Mist. "Royce" - he is also in Africa "Royce", but here its owner did not feel a sense of exclusivity, because he knew what exactly compatriots see on the nameplate. The spelling of Silver Mist exactly matches the German words, but they do not mean the romantic, in British, "Silver Mist", but "Silver Dung". It would be possible to attach another nameplate higher than the regular one: "This is in English." But still non-comme il faut …
The same majestic Royce. The same majestic Royce.
Curious Russians are in a slight confusion due to the different interpretation of the notorious Japanese name Daihatsu. They always said “Daihatsu”, but from Western countries they brought us the sound of “Daiatsu” - they say, because the “h” is “swallowed” when pronounced, like in many English words. Which option is “truer"?
Whether we will see new cars with the Daihatsu brand (Toyota has been controlling the company for a long time) is good news, but old cars with this name still run, and in general, it would be nice to get to the truth. Informed sources explain that the name comes from two Japanese words: “give” and “hatsu”, when they merge, it is precisely “Dai hatsu” that means “engine production”.
Be you even a Titanic …
The ace of branding is preaching the wisdom "What a ship you call …". But is the postulate absolutely true? The Škoda brand does not fit into it. It was once named after the brand by the name of Emil Škoda, in the 60s as much as the century before last, he served as chief engineer in mechanical workshops in Pilsen. Now few people remember this fact; for most, the Czech brand is just a word. But not for Slavic countries. In their languages it means “regret”, “harm”, “mischief”. There are many synonyms, and all with a negative meaning. But what are the successes and reputation of the brand!.. On the other hand, well, the British called the magnificent ship so that you can’t imagine a higher one - and so what?
About the role and importance of pots
Who is right when, speaking of BMW, one pronounces Ba-Em-Ve and the other Bi-Em-Double-U? Why do we read Jeep and Jetta with the initial "j", and Jaguar with the same first letter - "Jaguar"? Why in Maserati is heard not “s”, but “z”? What do Americans mean when they say "Handy"?..
Why sort out such things? It’s like in a car: pressing the pedal would be nice to imagine what is going on inside and what is connected with what. Language, words are our main tools in life, therefore, pronouncing the names, one would need to know how to handle them correctly. And then, name stories are usually interesting.
No one has established the rules for the Russification of foreign-language names (which have flowed to us in recent decades), and in the conditions of linguistic free-wheeling, car names are often pronounced and written “approximately”. This confusion bothers linguists, and they offer rule options. Say, the transliteration system of the Cyrillic alphabet in Latin letters and “in the opposite direction” was proposed, in particular, by researcher D. Ermolovich (if someone wants to read: “Proper names: theory and practice of interlanguage transmission”, from “R. Valent”, M., 2005). There are other works. From them it follows, for example, that it is necessary to write "That is that." Why a florid double "yo" if there is a "ё" in our alphabet? Names should be transcribed - to write "Su dz uki", because that's what the Japanese pronounce. The principle of "write down as heard in the original language, " probably should prevail. In some cases, we follow him, say, when we write and pronounce Renault, Peugeot.