Motivations For Phono-semantic Matching
According to Zuckermann, PSM has various advantages from the point of view of the puristic language planner:
- Recycling obsolete lexical items
- Camouflaging foreign influence (for the native speaker in the future)
- Facilitating initial learning (mnemonics) (for the contemporary learner/speaker)
Other motivations for PSM include the following:
- Playfulness (cf. midrashic tradition of homiletic commentary, cf. the Jewish pilpul)
- Apollonianism (the wish to create order/meaningfulness, cf. folk etymology, etymythology, paronymic attraction)
- Iconicity (the belief that there is something intrinsic about the sound of names)
- Political correctness / rejective lexical engineering
- attracting customers (in the case of brand names)
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