Vowels are inserted in consonant clusters, and the same letter is used for more than one English phoneme, for instance /s/ and /tʃ/. Tamil doesn't make a phonemic distinction between /t/ and /d/, so in order to make the distinction, rhotic letters (/r/ sounds) are often used for English /t/. For instance, English great becomes கிறேற் kiṟēṟ.
btw, today wikipedia informs me about Tamil phonology that "Though many characters sound alike, the different tongue-teeth vocal coordinations, produce different sound tones." Thanks for that.

நித்தியாஸ் ரெக்ஸ் அன் ஜுவல்லறி - nittiyās reks aṉ juvallaṟi - Nithya's Tex and Jewellery

விடோ தியேட்டர் - viṭō tiyēṭṭar - video theatre

சில்க் - cilk - silk

கிறேற் பேணிச்சர் - kiṟēṟ pēṇiccar - that is, "Great Furniture", the name of the store
லைப்ஸ்டைல் ஹேர் சலூன் - laipsṭail hēr calūṉ - Lifestyle Hair Saloon
4 comments:
This is reminiscent to me of Yiddish, wherein Hebrew letters are used to represent the sounds of a West Germanic language. -- Sometimes here in New York you will see signs ostensibly in Korean, but when you sound them out you'll see they are in English represented by Hangul. I wish I could come up with an example, but they escape me at the moment.
I've seen some Korean signs like that in Toronto too.
Can u give me the addresses of the 2nd, 3rd, and especially the 4th pic with that lifestyle hair salon plz?
I don't know where the Lifestyle Hair Saloon is exactly, but according to the page I got the picture from, it's on Gerrard East. I don't know where Great Furniture is. The silk store and Nithya's Tex and Jewellery are also on Gerrard East. The movie theatre is on Bloor between Bathurst and Christie.
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