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2017年2月23日木曜日

Yakki burger...

When a nation is so called 'advanced' or 'globalized', I find that there are in their cities American based world wide franchised fast food restaurant or two. One of the most successful company is McDonald's. Although it is a global brand, the company allows countries to have latitude in menu, marketing and management to meet the local optimum. One way to enjoy your travel abroad is to go and try the original McDonald's local menu.

In Japan, there are original menus like Teriyaki Burger, Mega Teriyaki Burger, Bacon Potato Pie. Another menu joined the list recently, Shoga-yaki Burger (pork ginger burger). And I was in McDonald's the other day, and found this poster on the wall. Shocking...


To make the product more familiar to people, they have shortened 'Shoga-yaki Burger' to 'YAKKI'. If the person who was producing this product had some senses in English, he wouldn't have given a food menu such a name. It sound exactly like 'yakky', or similar to 'yucky'. If you just read the Japanese it would sound exactly the same as 'yucky'. On the wrapping paper of the burger YAKKI in Japanese character (ヤッキー) is written all over as the design. Yes, what you are about to eat is all wrapped with 'yucky' around it...

yakky
talkative, noisy

yucky
disgusting, very unpleasant, revolting.

In fact, 'yucky' was one of the first English words that I learnt when I started school in Australia, and my classmate's mother was worried about me saying such word.

The sound of the word means something to me so it would take me an effort to enjoy the pure taste of the food. The word gives influence to what I feel... I wonder if anyone has made a complaint on the naming of this product?

2017年1月14日土曜日

To google - why it is a regular verb - Part 1

In my earlier entry Google - worldwide genericide, there was a list of verbs "to google" in other languages, and I noted that all the verbs that show regular verb inflection. Why are they regular verbs? Let me show you here what happens when a new verb enters our language by looking at language acquisition of children learning English as their first language.

Preschool children (age 4 to 6) start talking in sentences, and they also start using their knowledge of morphology quite cleverly and productively. They encounter numerous new words everyday, but they somehow figure out the new words' parts of speech and how to inflect them.

We often see children make errors like breaked or comed - they overgeneralize the regular verb inflection rules to irregular verbs to make past tense. Unfortunately for children acquiring language, ten most frequent verbs in English, which could also be equivalent to ten most frequent verbs that the children need to learn early in life, are all irregular verbs (be, have, do, say, make, go, take, come, see, get). Regular verbs come lower in frequency, but children, when they make past tense, apply productively the regular verb inflection rule, adding -d to the verb, to new verbs they encounter.

Berko (1957) has shown in experiments (so called wug test) with preschool children the over-application of regular inflectional rules of nouns and verbs in nonsense words.

Number of nonsense monosyllabic words were made up, and pictures to represent the nonsense words were drawn on cards. A text, omitting the desired form was typed on each card. Children, and also adult subjects as control group, were shown the cards and the text read, and were induced to say the nonsense word in the inflected form. Here is an example of the question forming past tense.

This is a man who knows how to RICK. He is RICKING. He did the same thing yesterday. What did he do yesterday?
Yesterday, he ..............................

Over 76 percent of the children answered RICKED. They apply the regular inflection rule to the nonsense word. The percentage is higher of adult subjects. They are applying regular suffixing rule to form the past tense.

Inflections of irregular verbs, on the other hand, are memorized, stored in their memory.

In the human mind, the memory and rule interact in a fairly simple way (Pinker 1999) - if a word can provide its own past tense form from memory, the regular rule is blocked, but elsewhere, by default, the rule applies. That's why adults and children can inflect the nonsense word because there are no memorized inflected forms that is stored in the memory.

A new word "to google", which has no memory stored information on its past tense, has to be inflected in regular form.

(to be continued)

Berko, J. (1958) The child's learning of English morphology.  Word, 14, 150-177
Pinker, S. (1999) Words and Rules  New York N.Y. : Harper Perrenial

2017年1月10日火曜日

Google - A worldwide Genericide 03

Google is a company specialized in Internet related services and products, and their search engine is used world-wide. When people want to search for information on the Internet, they 'google' it.

Yes, Google is also a victim of genericide, and the word 'to google' is used as a transitive verb meaning 'to search for information about something or someone on the Internet using the Google search engine.' A lot of people use the verb 'to google' to refer to 'looking up on the Internet', so they could be using bing or YAHOO, and it does not necessarily mean to use 'Google'.

The verb 'to google' entered Merriam Webster dictionary and Oxford dictionary in 2006.

What is amazing about Google is that the search engine has diffused globally and the generification of the word 'to google' has also become world-wide (How do you say google in other languages).

Here are some 'google's in other languages.

German : googlen
French : googler
Italian : googlare
Spanish : googlar
Dutch : googlen
Portuguese : googlar
Turkish : googlemek
Russian : googleet
Japanese : ググる guguru

Google genericide is pandemic, it is thoroughly world-wide... It is unstoppable.

Also, what is notable about all these verbs is that the verbs inflect in regular pattern, non of them are irregular verbs.

Check the regular verb endings in the above given languages.

German : -en
French : -er
Italian : -are
Spanish : -ar
Dutch : -en
Portuguese : -ar
Turkish : -mek
Russian : -ti

They are regular verbs because they are language generated by human beings. The reason? to be continued in the later articles.

2017年1月8日日曜日

to Photoshop - Genericide 02

Photoshop is a trademark of Adobe, and it is a widely used photo manipulation software. This trademark has become a victim of genericide, and it is commonly used as a verb too. Internet articles and tabloids talk about "photoshopped celebrities". Here are some examples of article titles with Photoshop used as a verb.

21 Celebrities before and after they were Photoshopped.
(http://www.lifebuzz.com/photshopped-celebrities/)

This is what happens when you Photoshop celebrities into your holiday party.
(http://twistedsifter.com/2012/03/photoshopping-celebrities-into-holiday-party/)

Tool reveals how much celebs and models are Photoshopped.
(http://www.boredpanda.com/photoshopped-celebrities-before-after/)

Although flattered by the popularity of the software and the usage of the trademark, Adobe does not allow the trademark to be used as common nouns or verbs. The company has press released the guidelines of the usage of the trademark.
https://www.adobe.com/aboutadobe/pressroom/pressmaterials/pdfs/photoshop_guidelines_pr.pdf

The official release does not seem to have stopped the abuse. There is now an entry of 'Photoshop' in Merriam Webster Dictionary.

transitive verb
to alter (a digital image) with Photoshop software or other image-editing software especially in a way that distorts reality (as for deliberately deceptive purposes)

As a generic verb, it also carries a touch of negative nuance. According to the dictionary, the first known use was in 1992.

Words, or language is a natural object. When it starts evolving, it cannot be stopped.

2017年1月6日金曜日

Kleenex, Xerox, Hoover and Walkman - Genericide 01

A new product comes into our life, we find it very practical and easy to use that it soon becomes indispensable. Kleenex tissue, Xerox photocopy machine, Hoover vacuum cleaner and Walkman portable music player are some examples of that kind of essential goods.

What is notable about the examples given above is that Kleenex, Xerox, Hoover and Walkman are brand names or trademarks, but the names have become common nouns because of their popular usage to refer to the generic name of the product. One can say 'pass me some Kleenex' to mean 'pass me some tissue paper', and likewise, Xerox means photocopy, Hoover a vacuum cleaner, and Walkman a portable music player. Xerox and Hoover can also be used as verbs.

'Would you go and Xerox these for me?'
'Just leave the broken pieces there, I'll Hoover them right away.'

Walkman, officially, only refers to portable music players made by Sony, but most people use it to refer to portable music players no matter if it is a product of KENWOOD.

These are called genericide, a legal term, which refers to once brand names or trademarks turned into common nouns. They have not lost their validity as proper trademark nouns but they have died as trademarks. They refer to not only their brands but also to same functioning products made by other companies. That's why the term has -cide ending.

It is ironic for the companies - the products have become so well known and popularly used but the brands name or the trademarks have also become too popular that they can refer to other products. The companies try in every way to stop the genericide of their brand names or trademarks.

Becoming too popular can be a double-edged sword.