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Research HypothesesFor the present study, we focus on three linguistic areas in the naming of brands: phonetic / phonological features, morphological/syntactic structures, and semantic interpretations. We propose seven research hypotheses based on a pilot study of sample Korean brand names and on propositions that are believed to be governing the area of Korean naming of brands:
H1 : There is a strong preference for multi-syllabic brand names, preferably three or more syllables (tae-gum-san-dan-bi '대금산단비'). H2 : There is a strong preference for syllables without coda; if there are codas, they are liquids or nasals (l 'ㄹ', n 'ㄴ', m 'ㅁ', ng 'ㅇ', swun-mae-sil '순매실'); there is also a strong tendency to avoid consonant clusters. H3 : there are few mono-morpheme brand names, and the compounding structure follows the pattern of modifier-noun (yeul-ryang-mil '열량밀'). H4 : The compounding brand name has a positive connotation (hae-co-mi-in '해조미인'). H5 : There is a semantic pattern that the substance property of the brand is preceded by the function and origin of the brand(sam-kang-hel-ssi-cin-dae-chwu '삼강헬씨진대추'). H6 : There is a recent trend that foreign-like brand names are preferred (kul-ran-bi-a '글란비아'). H7 : there is a recent trend that phrasal brand names are preferred (nae-chin-kwu-nun- swul-chin-kwu '내친구는 술친구'). |
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