Files
Abstract
Many researches have been done concerning the study of parameters which make people
choose or not such product on the market. Concerning food industry, scientists have been
involved in the analysis of technical parameters (nutrition, health characteristics) and their
perception by the consumer, and in the analysis of psycho-sociological parameters linked with
the perception of the product, or emotion associated with food or its environment. Other
parameters investigated are suspicion of novelties, adherence to technology or to natural food,
enjoyment, necessity. But what about the effect of words from the socio-psycholinguistic
standpoint? It seems to be poorly investigated. Some claims: “It doesn’t matter how important
the brand name is to the company, it’s what it means to the public that counts”. Concerning
the foreign migration of brands (the use of a brand from one country to another), some
psychological functions associated with language are weakened in the communication
process. If an undesirable link is built between the concept of the brand and another one in the
target foreign market, this can come from some communication channels detailed in this
study. The weakened psychological functions can be some of the causes, and the undesirable
link built through the communication channels is the consequence. It is shown why
unexpected links between the brand (or the product name) and an undesirable concept must be
looked for in six dimensions (academic, common, popular, rude language, slang, and “no
meaning” language), and how an adapted advertisement campaign can enforced the
psychological functions associated with language.