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59
9 For questions 1-5, you must choose which of the paragraphs A-E fits
into the numbered gaps in the following newspaper article. There is one
extra paragraph which does nit fit in any of the gaps.
What’s in a name?
Coming up with catchy product names is a lot harder than you may imagine,
especially in this Global Age, when a word that might inspire admiration in one
country can just as easily inspire red faces or unintended amusement in another.
1
This is just one in a catalogue of expensive and damaging errors made by
manufacturers on the global market, where brand-naming is a minefield* of
linguistic complexity.
2
Toyota fell into a similar trap with its MR2 in France. This time it wasn't a question
of meaning, but pronunciation. If only they had tried saying 'MR2' out loud in
French, they would have realised that it sounds like the sort of thing a dog would
leave on a pavement.
3
Cultural problems are not always of a linguistic nature. Manufacturers should have
been aware that in parts of Africa, consumers are used to seeing a picture on the
label of what's inside the container.
4
Thus, inspiration and imagination are not enough when it comes to naming a
product. Manufacturers need to ask themselves questions like, 'What does the
word mean in Arabic, Polish or any other language used by potential customers?
Can it be pronounced?'
5
A Even the biggest manufacturers make costly mistakes. If two multinational
cosmetic manufacturers had known that 'mist' is German for 'manure*', they could
have saved themselves a great deal of money. But in the event, Clairol had to
take their 'Mist Stick' hair curler off the market and Estee Lauder had to rename
their 'Country Mist' hairspray.
B Slogans don't always translate well either. Pepsi's late-60s slogan 'Come alive
with the Pepsi generation' was loosely translated into Mandarin Chinese as 'Pepsi
will bring back your ancestors from the dead'. And KFC must wish they had been
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