Phono-semantic matching Phono-semantic matching ( PSM ) is a term refers to camouflaged borrowing in which a foreign word is matched with a phonetically and semantically similar pre-existent native word/root . PSM , introduced by Professor Ghil'ad Zuckermann , University of Cambridge , may alternatively be defined as the entry of a multisourced neologism that preserves both the meaning and the approximate sound of the parallel expression in the source language , using pre-existent words/roots of the target language . An example is the Taiwan Mandarin word 威而剛 wēiérgāng ( weiergang ) , which literally means `` powerful and hard '' and refers to Viagra , the drug for treating impotence in men , manufactured by Pfizer . Viagra , which was suggested by Interbrand Wood ( the consultancy firm hired by Pfizer ) , is itself a multisourced neologism , based on Sanskrit vyāghráh `` tiger '' but enhanced by the words vigour ( strength ) and Niagara ( free/forceful flow ) . References ZUCKERMANN , Ghil`ad 2003 . Language Contact and Lexical Enrichment in Israeli Hebrew . London-New York : Palgrave Macmillan. ( Palgrave Studies in Language History and Language Change , Series editor : Charles Jones ) . Hardback , 304 pages , 216mm x 138mm , ISBN 1-4039-1723-X . Categories : Word coinage In other languages : עברית 