Editing Phono-semantic matching (section)

==Motivations==
According to Zuckermann, PSM has various advantages from the point of view of a [[linguistic purism|puristic]] [[language planning|language planner]]:{{sfn|Zuckermann|2003a}}

* recycling obsolete lexical items
* camouflaging foreign influence (for the native speaker in the future)
* facilitating initial learning ([[mnemonic]]s) (for the contemporary learner/speaker)

Other motivations for PSM include the following:

* playfulness (cf. midrashic tradition of homiletic commentary, cf. the Jewish ''[[pilpul]]'')
* [[Apollonian]]ism (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; cf. [[phonaesthetics]])
* [[political correctness]] / rejective lexical engineering
* attracting customers (in the case of [[brand names]])