Post by firstname.lastname@example.org
What about the main point of the video - that German brand names should
be pronounced as in German?
Lidl to rhyme with middle or with needle?
That idea would demolish all the English language names of many Italian cities
The latter can and I think should be regarded as a separate question. If
a separate English name exists, it has its own pronunciation. That will
rarely apply to brand names, though.
In the other case, where you use the foreign name as is, in the exact
spelling, then my strong preference is that the pronunciation should be
based on the original pronunciation.
Mimicking sounds that don't exist in your native language should be
optional, and avoided if it impairs recognition. But reading
pronunciations should really be avoided. So not Eye-key-a, because
Ee-kay-ya is quite English enough, and closer to the Swedish original.
As a general rule - if a company uses a different pronunciation itself,
that's of course admissible. <https://youtu.be/ZFVAVY37nI4>, for how
IKEA promotes itself to British and American customers.
One thing that irritated me in the camera name video is that the speaker
described the German "long a" ([a:]) as in Agfa as "short". I think he
just said that to dissuade English speakers from certain English
pronunciations, mixing different meanings of "long" in the process - but
then, [eI] is very unlikely in this case. It's also possible he thinks
Agfa should be said with an actual short a ([a]) in German. I couldn't
quite figure it out, and I've heard both variants in German.
I found the Forshan religion restful. I found the Forshan
religious war less so.
-- J. Scalzi, Redshirts