linguistic oddity

[cellio]

I was surprised to see the following logo today:



I had assumed that, in general, when translating a business name with semantic content from one language to another, you would actually translate into the target language, rather than transliterating the phonemes in the source rendering.

I mean, it's one thing if your name is, say, "McDonald's"; that's just a person's name without an obvious corresponding word, so you'd just transliterate it. But "Burger King" has semantics that are lost in (this) translation, which makes me wonder why they did that when they didn't have to.

Comments

[cellio]

My guess would be nothing, but I'm not sure. I'll try to remember to check the dictionary at home (unless someone else speaks up first). As is, it's just a phonetic spelling of "Burger King".