but also present throughout English vocabulary as well. Deictic symbolism In many languages, the proximal demonstrative pronoun ('this') tends to have high front vowels (such as /i/), whereas the distal demonstrative pronoun ('that') tends to have low and/or back vowels (such as /u/). Examples include: English this and that, French ceci and cela, and Indonesian ini and itu. Pronominal symbolism First person pronouns (me) and second person pronouns (you) tend to contain a nasal sound. Joo (2020) suggests that this may be related to the infant's tendency of using the nasal sound to seek the attention of the caretaker. Bouba-Kiki effect Köhler (1929, 1947, 1970) introduced what is known as the Takete-Maluma phenomenon. When presented two shapes, one being curvy and another being spiky, and asked which one is called Takete and which one is called Maluma, participants are more likely to associate the name Takete to the spiky shape and the name Maluma to the curvy shape. Following Ramachandran and Hubbard (2001), this phenomenon is now more commonly known as the Bouba/kiki effect, and has been demonstrated to be valid across different cultures and languages. Tactile sound symbolism Bilabial consonants have been demonstrated to be linked to the perception of softness, arguably due to the soft texture of human lips. The is frequent in words for 'rough' while infrequent in words for 'smooth'. Use in commerce Sound symbolism is used in commerce for the names of products and even companies themselves. For example, a car company may be interested in how to name their car to make it sound faster or stronger. Furthermore, sound symbolism can be used to create a meaningful relationship between a company's brand name and the brand mark itself. Sound symbolism can relate to the color, shade, shape, and size of the brand mark. See also Ideasthesia Ideophone Imitation of natural sounds in various cultures Onomatopoeia Phono-semantic matching Phonestheme Phonaesthetics Sign (linguistics) Zaum References Sound Symbolism Phonaesthetics Onomatopoeia Semantics