I've heard Humira the same way as you, but it doesn't bother me much.

Those companies make up whatever names they want, and they seem to make up
the pronunciations with little or no regard for the spelling. ISV? Hardly.


On Fri, Aug 15, 2014 at 1:28 AM, Leo Moser <[log in to unmask]> wrote:

> In theory, the vowels of words in the International Scientific Vocabulary
> (ISV) should be pronounced more of less as in Latin, i.e., same as in
> modern
> Spanish. (The -y- from Greek may however be up for grabs.)
> The Latin names of plant and animal species, chemicals, planets, etc. are
> part of the ISV.
> The names of medicines, as chemically based, would normally follow suit in
> my opinion -- nice clear IPA /a/, /e/, /i/, /o/, /u/.
> But the vowels of English have been sliding around for centuries, and are
> very differently handled in dialects. Members of the same family may
> pronounce some differently.
> So what we have in this instance may be --  hopeless.
> -----Original Message-----
> From: Constructed Languages List [mailto:[log in to unmask]] On
> Behalf Of Roger Mills
> Sent: Thursday, August 14, 2014 7:33 PM
> To: [log in to unmask]
> Subject: OT: TV ad annoyances
> 1. There's a website for finding hotel rooms etc. called _Trivago_ -- now,
> we've discussed Engl. initial /tr-/ before, and it can be something like
> [ts\...] thus [ts\ivago]...but I consistently hear them call it [tSivago]
> and one time early on (admittedly before I paid much attention] I heard the
> name of the well-known Doctor [Zivago] ...
> 2. A drug for rheumatroid arthritis is being pushed, called _Humira_. Now,
> my native intuition says that _i_ ought to be [i[ or  [I] as in "pier"--
> right? But the announcers call it [hjumEr\a] very clearly with the vowel of
> "pear".
> Does anyone else watch enough TV to have caught these?