LANGUAGE Flashcards
DESCENDED LARYNX
At birth, the larynx of a humanzee is high (in nasal passage).
- Infants can swallow and breathe at the same time (like other mammals).
Around three months of age, the larynx descends, thus opening a space behind the tongue.
- This allows humanzees to choke on their panino.
At puberty, the larynx descends again in boys only.
- Men are 10% taller and 20% heavier than women, but their voices are twice as deep. Why?
Longer larynx produces lower frequency vibrations
phoneme
: the smallest unit of sound in a language
phonetics
physical properties of speech sounds
semantics
the meanings of linguistic units (e.g., words, sentences)
lexicon
the mental dictionary; a list of words and their meanings
stroop effect
occurs when the brain experiences interference between different info it is trying to process
subvocalisation
speaking silently (mentally) to oneself.
brand building: capacity to be memorised
- Memorable
- Meaningful
- Likeable
brand protection
- Transferable (across categories and regions)
- Adaptable(acrosstime)
- Protectable (legally and competitively)
sound symbolism
- be short
- be incapable of being misspelled or mispronounced so as to destroy its identity
- have a vigorous and distinctive personality
- not resemble or be associated with anything else in the art
lexicon
company who comes up with names for other companies
Two routes to brand name meaning:
- Semantics: stimulate relevant and desirable associations
- Phonetics: convey information with sounds
LEXICON’S NAMING PROCESS
- “Gap analysis” of competitive naming landscape
- Identify a few key goals of the name
- Name generation
- Minimize client contact
- Create several small teams of 2 or 3 members
- Give different briefs to different teams
- Teams submit list of potential names to managers
- Managers create shortlist (~150 names)
- Legal trademark checks
- Lexicon submits ~40 names to client, selects ~20
- Global linguistic check,~10 names
- Work with focus groups and client to select name
