Getting us to change our way of pronouncing things is not always easy. For example, Toffifee is generally said as it sounds, no matter how much they would have rather had us say 'Toffifay', because it was more continental and sophisticated. I noticed they've dropped the Yop and we're now on the more obvious Joop.
The only real success story I can think of is Nestle, now of course Nestlay, but for years Nestle's. Why the change? Because we now are not scared off by 'foreign' sounding names and can cope if something sounds like it's from another country. Well, some of us can, so the introductino of exotic sounding products is not too much of a problem, though we might take issue with something if it's unpronouncable, but Nokia or Dr Oetker have never been a problem.
There've been whole ad campaigns based on such social mores. Is it still 'Co-burns', rather than Cockburns?
There was a reason this thought was sparked off but I'm afraid I can't remember what it was. This post is going nowhere. I'll go away and have a long, hard think.
