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I think if it follows the general rules of pronunciation and doesn't belong to some regional dialect outside of the norm, it should be CHEETchyah, the double cc giving it that slightly hard stop at the end of the first syllable.
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Aw geez, and here I've been going around saying La SEE-kee-ya.
Along the same vein, I very much enjoy the "Don't Sound Like a Tool" feature on SFoodie - like this entry on local chefs:
http://blogs.sfweekly.com/foodie/2010...›2 Replies -
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I just called them, and the woman's voice on their answering machine greeting pronounces it something like "la Chee-Cha". No discernible z or i sounds therein.
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re: scarmoza
Also, note, the accent is on the first syllable (chee) and the because there is a double c in there, you hold the middle 'ch' consanant a little longer.
Imagine thinking in terms of musical beats.
If it were a single c, it would be a two-beat word: chee-cha.
But because it's a double c, think three beats, with the tongue resting on the inside of the top teeth/front-of-the-roof-of-your-mouth for that middle beat.
Then, make that middle beat a little shorter than 3 even beats and you've got it.
:-)
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