Министерство образования Республики БашкортостанМуниципальное казенное учреждение« Управление образования Муниципального района Янаульский район Республики Башкортостан»Муниципальное бюджетное общеобразовательное учреждениесредняя образовательная школа № 1 . ЯнаулМуниципального района Янаульский районРеспублики БашкортостанИсследовательскаяработа«Language adaptation in pronunciation of foreign brands and companies»Номинация: Лингвистика. Иностранные языкиВыполнила:ученица 7 Б класса Гараева Ирина Нарисовнаг. ЯнаулРуководитель:Марданшина Оксана Римовнаучитель английского языка896564600312020гHeadsofreportThe theme :Language adaptation in pronunciation of foreign brands and companiesThe aim of research work :to study names of foreign brands and to find out if we pronounce these them correctly,consider the main methods and options for famous brands. The basis of our study is the hypothesis: it is difficult to pronounce foreign brands correctly.So, the object of our research is the list of foreign brands. The subject of the study is the pronunciation of foreign brands and companiesTasks:1)Outline the basic principles of translation of foreign brands ;2) Identify the main methods of transferring the brand name;3) Give and analyze examples related to each method.In our work we used the following research methods: search and research, comparative and method of analysisThe results of study: Having studied a literature on this topic, we came to conclusion that it is not completely studied in modern linguistics.As a result of the study and practical analyses we can conclude that basically the brand name is transmitted by transcription, since its main aim is not a translation, but recognition of this name by consumers who speak different foreign languages and belong to different cultures.During researching this topic, all aims and objectives were fully realized: we considered the main methods and options for transmitting it into another language. In conclusion we can say that the most commonly used method of transferring is transcription.Due to unusual pronunciation of words by people from different countries it is difficult to pronounce the name of the brand correctly.In order to avoid any mistakes that may affect the brand ratings (prestige) you should consult the marketers. The contents Introduction . Actuality of research…………………………….Theoretical part. 2.1What is «Brand”………………………………………2.2 Names of brands, companies and products. Methods of translation.. 3. Practical part……………………………………………………….. 3.1 A comparative analyses of foreign brands and companies……… 4. Conclusion…………………………………………………………. 5. List of literature………………………………………………….. 6. Application……………………………………………………….IntroductionNowadays, international relations play an important role in any field of human society. And one of the most important elements of these relations are foreign names of brands that form a significant part of the vocabulary of the Russian language. In order to write correctly and pronounce foreign names, it is necessary to know the relevant rules and principles, not every name can be translated into another language in accordance with the established rules.The aim of research work :to study names of foreign brands and to find out if we pronounce these them correctly,consider the main methods and options for famous brands. The basis of our study is the hypothesis: it is difficult to pronounce foreign brands correctly.So, the object of our research is the list of foreign brands. The subject of the study is the pronunciation of foreign brands and companiesTasks:1)Outline the basic principles of translation of foreign brands ;2) Identify the main methods of transferring the brand name;3) Give and analyze examples related to each method.In our work we used the following research methods: search and research, comparative and method of analysisActuality of research that there is an illusion that brand names are automatically translated and do not require special attention when learning a foreign language and translating from it. Using such a formal approach people can lead to mistakes and misunderstanding and even intercultural differences.Theoretical part1.1 What is «Brand»«A brand is more than advertising or marketing. This is all that a person thinks about a product when he sees his logo or hears the name»( David F . D ’ Alessandro , General Manager John Hancock)Nowadays there are many brands of clothing, сars ,phones, etc . But in Russia the names of these brands are not pronounced correctly because of unusual sound or incorrect pronunciation at first. We wondered how brand names should actually be pronounced1.2Names of brands, companies and products. Methods of translation.In total we found out 15 foreign brands and companies that are not pronounced correctly.At first glance, it might seem that the translation of these names does not present any particular difficulties.But we learnt that it is not true. Lets consider some of them. Nike. Many people pronounce the name of this clothing brand as (naik).But the proper name is Naiki. It was surprising that it comes from the name of the ancient Greek goddess of Victory, but in English her name sounds like Naiki Xerox. This is an American company whose name sounds like Зирокс. Why in Russia we say Ксерокс is not known. Sumsung. This is South Korean company whose name sounds like Самсон, not Самсунг.It is translated from Korean like «three stars» Hundai, Daewoo. These two South Korean brands of cars according to the norms of transcription of the Korean language should be pronounced as Хенде and Тэу Levi`s .everybody knows this brand of clothing. But do you know how to pronounce the name correctly?It turned out that this brand of clothing should be pronounced asЛивайз on behalf of the founder of the company . He was German. Mitsubishi. This is a Japanese car company and the name is pronounced like Мицубиси Mazda. It is also a Japanese car company. Its name is pronounced as Мацуда Porsche.And this is a German automobile company and there are two pronounciation options for the name Порше and Порша. Both of these options are correct , but there is no Порш option. If we listen to the English variant then we hear Порша. If the German one is heard Порше. Xiaomi. Its Chinese phone company. The name is pronounced as Сяоми, not Ксиоми or Шаоми. Hermes. This is a French fashion house whose name is pronounced Эрмес .The name came from the name of the founder of the company Mercedes. This car brand is pronounced likeМерседес. The name came from the name of daughter of the first customer at this car. Ritter Sport. The name of this chocolate is pronounced by РИТТЕР Шпорт according to the German transcription rules. Tommy Hilfiger. The name of this brand of clothing is pronounced by ТоммиХилфигер (the founder of company)Up to this point there is also an exception . It is Икея. In Russia this name is pronounced correctly, but in English speaking counties it is pronounce d incorrectly as Айкия. This is due to peculiarity of pronunciation of this combination of letters in English language . We combined all these brands into several language groups:languagebrandsKoreanSamsung, Hundai, DaewooJapaneseMitsubishi , MazdaChineseXiaomiAmerican and EnglishNike, levis, Xerox, Tommy HilfigerFrenchHermesGermanPorsche, Mercedes, Ritter sportSwedishIkeaAs a result we can combine all these foreign names to a table:translation of tracing papertransliterationHundai, DaewooNikeTommy HilfigerXeroxIkeaSamsungMercedesLevi`sMitsubishiMazdaPorscheXiaomi. Ritter SportPractical partA comparative analyses of famous foreign brands and companies. We asked teachers in our school and students from my class to write a transcription of pronunciation of names of these brands. as a result we can conclude that among teachers 85 % ( 11 teachers) pronounce most of given words incorrectly, only 10 % ( 5 teachers) gave half of correct variants , and 5 % ( 4 teachers ) pronounced almost all words correctly. As for students from 7 class ( 30 students ) the picture is almost the same: 70 % ( 21 students ) didn’t pronounce the words correctly, 25 % ( 7 students) gave some correct variants, and only 5 % ( 2 students ) said most of the words in a right way. To make a conclusion we can see that students pronounce famous foreign words better than teachersConclusionWehave studied a lot of literature on this topic and we came to the conclusion that the phenomenon of pronunciation of foreign words is not sufficiently studied in modern linguistics. Despite this, in the course of our study we tried to define that the theme of the transfer of proper names in interlanguage and intercultural communication has existed for a long time. Despite the fact that there are already rules and norms for the transfer of names and titles, difficulties and mistakes will still arise when new ideas and names appear. However, the number of difficulties and the quality of the name transfer depends (in many respects) on how correctly we approach the resolution of difficulties and choose the translation method.The main difficulties in transferring a brand name lies in their internal properties, subjective nature and are due to the language environment that is trying to use and learn proper names. Each time, in order to avoid mistakes when transferring the brand name, one should be aware of objective dialectical contradictions, and explore culture and the market.When researching this topic, all goals and objectives were fully realized: a definition of the brand was given and, consider the main methods and options for transmitting it into another language. And it should be concluded that the most commonly used method of transferring proper names is transcription.5 List of literature1 Бархударов, Л. С. Язык и перевод (Вопросы общей и частной теории перевода). - М.: Междунар. Отношения. – 1975. – 240сБерезина Валентина, Логотип, лэйбл, брэнд, торговая марка... Как бы не запутаться? - Оригинал статьи - http://www.trizland.ru/archive/is/022.php - загл. с экрана. - Режим доступа: http://www.getinfo.ru/article425.html - 19.10.2003Казакова, Т.А. Практические основы перевода. English <=> Russian. – Спб.:Союз, 2001. – 320 с.Brand Name and Logo Analysis. – Retrieved from: http://www.linguist.com/services-brand-logo-analysis.htm http://www.worldbrands.ru/brands/index.php?r=2&nb=1033Суперанская, А.В. Общая теория имени собственного. - М.: 1973Википедия Application Appendix 1 Students from 7 B classAppendix 2