本文關(guān)鍵詞： 商標(biāo) 聲音象征 文化　出處：《吉林大學(xué)》2007年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】： 商標(biāo)是商品經(jīng)濟(jì)高度發(fā)展的產(chǎn)物,是當(dāng)今經(jīng)濟(jì)生活的一個(gè)重要方面。作為商品區(qū)別性標(biāo)志的商標(biāo)成為我們認(rèn)識(shí)商品的第一扇窗,決定著該商品給消費(fèi)者的第一印象,因此商標(biāo)的創(chuàng)意和設(shè)計(jì)顯得尤為重要,商標(biāo)的重要意義也被人們廣泛認(rèn)識(shí)。 20世紀(jì)初期,隨著世界商品經(jīng)濟(jì)的繁榮,廣告學(xué)和市場(chǎng)學(xué)開(kāi)始創(chuàng)立。眾多的學(xué)者對(duì)此進(jìn)行調(diào)查研究,形成了各自嚴(yán)密的科學(xué)體系。盡管這兩門(mén)學(xué)科中對(duì)商標(biāo)都有涉獵,卻也只是蜻蜓點(diǎn)水,以商標(biāo)語(yǔ)言為研究對(duì)象的科研及實(shí)踐活動(dòng)沒(méi)有相應(yīng)展開(kāi)。直到20世紀(jì)末期,隨著市場(chǎng)學(xué)和廣告學(xué)的進(jìn)一步發(fā)展和完善,大規(guī)模市場(chǎng)調(diào)研和計(jì)算機(jī)技術(shù)的成熟,商標(biāo)才得到飛速的發(fā)展。人們意識(shí)到商標(biāo)本身大都具有對(duì)商品的廣告宣傳作用。正因?yàn)槿绱?各國(guó)商家在設(shè)計(jì)商標(biāo)時(shí),無(wú)不精心考慮,力求清新典雅,簡(jiǎn)潔引人。其中大多數(shù)都有自己的寓意和淵源。在廣告信息發(fā)達(dá)的國(guó)家中,隨著廣告無(wú)孔不入的宣傳,許多商標(biāo)和商品名稱(chēng)已經(jīng)滲透到社會(huì)的各個(gè)方面。它們不再僅僅是市場(chǎng)營(yíng)銷(xiāo)學(xué)的研究范疇,而且涉及到了語(yǔ)言學(xué)、社會(huì)學(xué)、文學(xué)、心理學(xué)、工業(yè)設(shè)計(jì)、法律等。以創(chuàng)造品牌為研究對(duì)象的著作也陸續(xù)問(wèn)世。 和國(guó)外的研究相比較,國(guó)內(nèi)關(guān)于商標(biāo)的研究起步相對(duì)晚一些。改革開(kāi)放以后,國(guó)門(mén)打開(kāi),我國(guó)與世界各國(guó)的經(jīng)濟(jì)貿(mào)易關(guān)系日益密切,對(duì)外文化交流日趨廣泛。在對(duì)外交往中,我們?cè)絹?lái)越多地接觸到種類(lèi)繁多的商標(biāo)及商品名稱(chēng)。我們需要借鑒國(guó)外優(yōu)秀商標(biāo)的創(chuàng)作理念來(lái)指導(dǎo)民族企業(yè)創(chuàng)出自己的名牌走出國(guó)門(mén),參與世界競(jìng)爭(zhēng)。我們也需要從世界品牌中窺探到商品推銷(xiāo)的法則和技巧,了解國(guó)外的文化和潮流。 多數(shù)學(xué)者從文化差異與商標(biāo)翻譯的角度討論了外國(guó)品牌漢譯的方法與技巧,民族企業(yè)創(chuàng)立國(guó)際商標(biāo)的原則和命名商標(biāo)時(shí)應(yīng)注意的文化禁忌等,鮮有商標(biāo)與語(yǔ)音的關(guān)系的研究。本課題以社會(huì)及文化環(huán)境作為背景,以語(yǔ)言學(xué)的視角,系統(tǒng)分析了英語(yǔ)商標(biāo)詞匯的來(lái)源、構(gòu)詞的語(yǔ)言學(xué)理論基礎(chǔ)以及對(duì)現(xiàn)代英語(yǔ)的影響。作者通過(guò)對(duì)音位語(yǔ)意學(xué)(phonosemantics)這一領(lǐng)域的研究與揣摩,結(jié)合對(duì)上千條英文商標(biāo)的語(yǔ)音分析,發(fā)現(xiàn)兩者之間存在一定的聯(lián)系。每一個(gè)語(yǔ)音根由于不同的發(fā)音部位,具有其自然的含義。這些音在人們的意識(shí)中和某種品質(zhì)相聯(lián)系。因此可以利用聲音與象征發(fā)生的聯(lián)想來(lái)命名商標(biāo)。例如,【a:】【?:】在英語(yǔ)中屬于后元音、開(kāi)音節(jié),是兩個(gè)最強(qiáng)的元音。它們的讀音響亮渾厚,在聲音象征主義(sound symbolism)中可象征大、堅(jiān)固和沉重感,是典型的男音節(jié)。因此,商標(biāo)里有這兩個(gè)音似乎可以象征某種沉雄的品質(zhì),多用于男性商品。 這樣使產(chǎn)品的性質(zhì)與商標(biāo)更加契合,產(chǎn)品形象具體生動(dòng),拉近與消費(fèi)者的距離,也有助于宣傳產(chǎn)品。另一方面,消費(fèi)者也可以根據(jù)商標(biāo)的名稱(chēng)初步判斷產(chǎn)品的性質(zhì)、用途和特點(diǎn),為商品選擇提供初步的向?qū)А?除此之外,本文還討論了商標(biāo)與文化的關(guān)系,英漢商標(biāo)的文化差異和在英漢商標(biāo)翻譯時(shí)應(yīng)注意的事項(xiàng)和文化禁忌;闡述了不同時(shí)代語(yǔ)言的文體特點(diǎn),進(jìn)而介紹不同時(shí)代商標(biāo)的文體特點(diǎn)。因?yàn)檎Z(yǔ)言是商標(biāo)的載體,不同的語(yǔ)言風(fēng)格必然對(duì)商標(biāo)詞匯施與重要的影響。 商標(biāo)詞匯對(duì)現(xiàn)代英語(yǔ)也施與了一定的影響,主要是詞匯和修辭方面。由于一些商標(biāo)的廣泛傳播,它已代替這一類(lèi)產(chǎn)品的總稱(chēng),而失去其商標(biāo)詞的專(zhuān)有性。一些商標(biāo)詞更跨越了其屬性成為了形容詞、動(dòng)詞,躋身于各類(lèi)詞典中,被人們廣泛使用。商標(biāo)在使用過(guò)程中也繼承了其品牌的特性和品質(zhì),因此具有比喻和象征等修辭作用。 商標(biāo)的語(yǔ)言學(xué)層面研究有助于中國(guó)企業(yè)的商標(biāo)設(shè)計(jì)者借鑒國(guó)外的優(yōu)秀商標(biāo),考慮文化差異,創(chuàng)造出國(guó)際品牌。在商標(biāo)命名時(shí),要注意文化對(duì)跨國(guó)貿(mào)易的影響,充分了解各國(guó)的文化傳統(tǒng),尊重他國(guó)風(fēng)俗習(xí)慣,避免文化禁忌出現(xiàn)在商標(biāo)上,影響民族感情和經(jīng)濟(jì)交流。同時(shí),也要竭力保護(hù)漢語(yǔ)的規(guī)范性。商標(biāo)翻譯應(yīng)盡可能地體現(xiàn)民族風(fēng)格,展示商品民族特色。 希望這種研究有助于更好地研究外國(guó)商標(biāo)的優(yōu)點(diǎn)和特點(diǎn),從小小的商標(biāo)了解外國(guó)精神文化風(fēng)貌,更深刻地理解不同的文化背景、不同的價(jià)值觀、不同的思維模式對(duì)商標(biāo)語(yǔ)言的創(chuàng)造、使用產(chǎn)生巨大的影響;而且也為我國(guó)企業(yè)家和品牌設(shè)計(jì)人員提供依據(jù)和參考,促進(jìn)我國(guó)漢字商標(biāo)的國(guó)際化,推出更具國(guó)際形象的英語(yǔ)商標(biāo),振興民族工業(yè),走向世界。
[Abstract]:A trademark is a product of highly developed commodity economy, is an important aspect in today's economic life. As a commodity from the trademark as we know the first window of commodities, determines the commodity consumer's first impression, so creative and design trademark is particularly important, the importance of trademark has been widely recognized.
In early twentieth Century, with the prosperity of the commodity economy, advertising and marketing started. Many scholars have investigated the formation of the scientific system of strict discipline. Although the two of trademarks are covered, but only superficially, by taking the slogan for the scientific research and the practice of language objects without the corresponding expansion. Until the end of the twentieth Century, with the further development of marketing and advertising and perfect, large-scale market research and development of computer technology, trademark to get rapid development. People realize that brand itself has large advertising of goods. Because of this, all businesses in the design of a trademark, without careful consideration strive, fresh and elegant, concise and attractive. Most of them have their own meaning and origin. In the advertising information in developed countries, with ads get in by every opening propaganda, many Trademarks and commodity names have penetrated into every aspect of the society. They are no longer just the research category of marketing, but also involve linguistics, sociology, literature, psychology, industrial design, law, etc. the works that create brand as research object are coming out one after another.
Study and compared to foreign, domestic research started relatively late. Some marks on the opening, after the reform and opening up, China and the world economic and trade relations, cultural exchanges become more and more widely. In foreign relations, we are increasingly exposed to various kinds of trademarks and trade names. We need to learn from excellent foreign trademark creation concept to guide national enterprises to create their own brand to go abroad, to participate in the world competition. We also need from the world brand into merchandising rules and techniques, and understand the cultural trend abroad.
Most of the scholars from the cultural differences and translation of trademarks discussed the methods and techniques of the translation of foreign brands, national enterprises founded the international trademark and the principle of trademark names should pay attention to cultural taboos, study on the relationship between the trademark and the little voice. This subject to the social and cultural environment as the background, in the perspective of system. Analysis of the sources of English trademark words, linguistic theory of word formation and influence on modern English. Based on the phoneme semantics (phonosemantics) research and study in this field, combined with the analysis of speech to thousands of English trademarks, found that there is a certain relationship between the two. Each speech caused pronunciation different parts, has its natural meaning. These sounds linked in people's consciousness and some quality. So we can use voice and symbol the Lenovo name trademark. For example, [a:] [?:] in English belongs to the vowel syllables, is the two strongest vowels. Their pronunciation loud and vigorous, in sound symbolism (sound symbolism) can be a symbol of great, strong and heavy feeling, is a typical male syllable. Therefore, the two tone seems to be a symbol of good quality brands, many men for goods.
The nature of trademark products and more fit, product image vivid, closer to the consumer, also helps to promote products. On the other hand, consumers can also according to the trademark name of the preliminary judgment of the nature of the product, purpose and characteristic, provide preliminary guide choice for goods.
In addition, this paper also discusses the relationship between trademarks and culture, cultural differences between English and Chinese trademark and should be paid attention to in the translation of English and Chinese trademark matters and cultural taboo; expounds the stylistic features of language in different times, and then introduces the stylistic features of different times trademarks. Because language is the carrier of trademark, the influence of different language style inevitably application of trademark words and important.
The effects of trademark words and some of the modern English vocabulary and rhetoric, is mainly due to the wide spread. Some trademark, which it has replaced this type of product, and lose its trademark words. Some proprietary trademark words more than its attributes as adjectives, verbs, among all kinds of in the dictionary, is widely used. In the process of using the trademark also inherited the characteristics and quality of the brand, so it has such rhetorical metaphor and symbol.
The linguistic level of trademark helps China enterprise logo designers draw excellent trademark abroad, consider cultural differences, to create international brand. In brand naming, attention should be paid to the cultural influence on international trade, fully understand the national culture tradition, respect his country's customs and habits, avoid cultural taboos appeared in trademark, influence national sentiment and economic exchanges. At the same time, also want to protect. The standardization of Chinese trademark translation should as far as possible to reflect the national style, the display of goods of national characteristics.
The advantages and characteristics of hope this study helps to better study the foreign trademark, trademark from the little understanding of foreign culture and the spiritual style, a more profound understanding of different cultural backgrounds, different values, create different thinking modes of trademark language use, have a huge impact; but also provide the basis and reference for me Chinese entrepreneurs and brand design staff, to promote the internationalization of Chinese characters trademark, the introduction of more international image of English brand, revitalize national industry, to the world.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2007
【分類(lèi)號(hào)】：H315

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 劉鳳玲;產(chǎn)品、商標(biāo)命名淺談[J];修辭學(xué)習(xí);1996年03期

2 朱亞軍;商標(biāo)命名的符號(hào)學(xué)闡釋[J];解放軍外國(guó)語(yǔ)學(xué)院學(xué)報(bào);2004年01期

3 鄭玉書(shū);英語(yǔ)中的聲音象征現(xiàn)象——英語(yǔ)擬聲詞漫談之二[J];上海科技翻譯;1990年02期

4 朱亞軍 ,張?jiān)魄?商標(biāo)命名的暗示策略[J];修辭學(xué)習(xí);2001年03期

5 朱亞軍;漢語(yǔ)商標(biāo)命名的國(guó)際化走勢(shì)與策略[J];漢語(yǔ)學(xué)習(xí);2004年04期

6 曾曉劍;商標(biāo)命名應(yīng)注意的幾個(gè)問(wèn)題[J];云夢(mèng)學(xué)刊;2002年03期

7 林立紅;文化因素與商標(biāo)命名[J];華北水利水電學(xué)院學(xué)報(bào)(社科版);2003年03期

8 張寧寧;淺談聯(lián)想方式在商標(biāo)命名中的運(yùn)用[J];上�？萍挤g;2004年03期

9 王巖;標(biāo)志名稱(chēng)創(chuàng)意的選擇方式[J];遼東學(xué)院學(xué)報(bào);2004年S2期

10 緱瑞隆;商標(biāo)命名的文化策略[J];修辭學(xué)習(xí);1996年06期

相關(guān)重要報(bào)紙文章 前10條

1 尚鳴;商標(biāo)命名三注意[N];經(jīng)理日?qǐng)?bào);2003年

2 袁嘉;淺談企業(yè)和商標(biāo)命名[N];經(jīng)理日?qǐng)?bào);2006年

3 本報(bào)記者 王莉;汪慶聰：駐村干部的本色人生[N];國(guó)家電網(wǎng)報(bào);2010年

4 成濤;打造卓越品牌標(biāo)識(shí)[N];廠長(zhǎng)經(jīng)理日?qǐng)?bào);2001年

5 實(shí)習(xí)記者 任小俊;實(shí)施商標(biāo)戰(zhàn)略 促進(jìn)農(nóng)民增收[N];喀什日?qǐng)?bào)(漢);2006年

6 裴亮;進(jìn)入冬天但不能“冬眠”[N];北京商報(bào);2009年

7 杭州新希望;白貓股份：新洲集團(tuán)入主值得關(guān)注[N];上海證券報(bào);2008年

8 記者　 黃天香;武漢部分道路將重新有償命名[N];中國(guó)改革報(bào);2006年

9 馮劍云;創(chuàng)新是成就好商標(biāo)的核心動(dòng)力[N];中國(guó)工商報(bào);2005年

10 高謀;第十七計(jì)“拋磚引玉”[N];黑龍江經(jīng)濟(jì)報(bào);2004年

相關(guān)碩士學(xué)位論文 前10條

1 吳雙艷;英文商標(biāo)語(yǔ)言學(xué)層面研究[D];吉林大學(xué);2007年

2 朱憲超;現(xiàn)代漢語(yǔ)中聲音象征意義的初探[D];西南交通大學(xué);2003年

3 宋恒;從象似性角度談詩(shī)歌翻譯中聲音的傳遞[D];大連理工大學(xué);2009年

4 鄭江磊;音與義的關(guān)聯(lián)機(jī)制[D];西南大學(xué);2007年

5 馮琦;中華老字號(hào)商標(biāo)命名的語(yǔ)言文化解析[D];遼寧師范大學(xué);2010年

6 董麗杰;語(yǔ)言學(xué)視域下商標(biāo)命名研究[D];吉林大學(xué);2008年

7 席欣;英語(yǔ)商標(biāo)名的詞匯特征分析[D];北京林業(yè)大學(xué);2008年

8 彭靖;酒類(lèi)商標(biāo)名稱(chēng)的語(yǔ)言文化考察[D];華中師范大學(xué);2008年

9 馬麗花;從跨文化交際角度研究商標(biāo)詞翻譯[D];四川大學(xué);2007年

10 鄧紅蓮;服裝類(lèi)商標(biāo)名稱(chēng)的語(yǔ)言學(xué)考察[D];華中師范大學(xué);2008年

，

本文編號(hào)：1549236