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Naming with eName The WIP Group's native translation professionals along with local staff from mNet, our global marketing network spanning 148 cities and 62 countries, conduct surveys on images and untoward connotations and other slang associated with naming proposals. eName Slang Surveys  Slang surveys involve checking for untoward connotations with native speakers of the target language or country where the client's naming proposal is to be used. Does the word contain negative nuances? It is associated with inappropriate words? Is it associated with something completely different from the name's referent? Here are some product names containing negative nuances that bespeak the necessity of this kind of survey. (Case I) Japanese product name: Creap Negative connotations: In American colloquial English, a mean person or a bully is called a "creep." (Case II) Japanese product name: Calpis Negative connotation: Sounds similar to "cow piss" in English. (Case III) Japanese product name: Nova Negative Connotation: In Spanish, the phrase "no va" refers to a lack of advancement or positive results. Even words such as these that would not pose any problems from a Japanese person's perspective are inappropriate as product names in different languages. Conducting slang surveys when multiple naming proposals are still under consideration would prevent these kind of irrevocable mistakes. Additionally, eName slang surveys do not only unearth negative connotations, they also help uncover any positive nuances contained in the word under review, making them a highly effective tool. |
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