Notion of Foreigness in Product Naming
A handout for a UPenn class in language and popular culture that discusses the use of foreign languages by marketers to create an image of unique foreigness.
Quote: "Probably the most important product-naming strategy is foreign branding, a concept from advertising, meaning the technique of giving a product a 'foreign' name or brand in order to increase its desirability or 'perceived value'. (Some of the researchers refer to this kind of symbolic, abstract value as hedonic (think "hedonism") because consumers seem to think it gives them some kind of pleasure or satisfaction which they value (and are therefore willing to pay more for), even if the actual quality of the product is the same as another one, e.g. a domestic one.)"
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