本文選題：商標(biāo)名稱 + 模因��； 參考：《中國(guó)海洋大學(xué)》2012年碩士論文

【摘要】：商標(biāo)名稱是商品的名片和靈魂，它代表著商品的特點(diǎn)和個(gè)性，并且與商品的名譽(yù)和銷售量緊密相關(guān)。近年來(lái)，商標(biāo)命名在市場(chǎng)經(jīng)濟(jì)中變得越來(lái)越重要，商品的質(zhì)量和服務(wù)已經(jīng)不是影響其成功的唯一因素，商標(biāo)名稱在市場(chǎng)營(yíng)銷中同樣也占據(jù)很大的份額。隨著世界經(jīng)濟(jì)全球化，全球市場(chǎng)上的激烈競(jìng)爭(zhēng)使得商標(biāo)命名的研究更加有意義。有關(guān)商標(biāo)名稱的研究做了很多，大多數(shù)研究是從市場(chǎng)、心理學(xué)、語(yǔ)言學(xué)和翻譯等方面進(jìn)行。本文在總結(jié)前人研究的基礎(chǔ)上，嘗試從模因論這一新的角度對(duì)商標(biāo)名稱及其文化進(jìn)行分析。 模因論是解釋文化進(jìn)化的一種相對(duì)比較新的理論，它從一誕生就顯示出強(qiáng)大的感染力，不同領(lǐng)域的學(xué)者都試圖同模因論這一新興理論結(jié)合以獲得新的啟示。“模因”這一術(shù)語(yǔ)誕生于二十世紀(jì)七十年代，是由英國(guó)牛津大學(xué)著名動(dòng)物學(xué)家和行為生態(tài)學(xué)家理查德·道金斯在1976年出版的《自私的基因》一書中首次提出。道金斯通過(guò)模仿基因創(chuàng)造了模因�；蚴巧镒匀贿x擇的主要推動(dòng)力，和基因類似，模因也是一種模仿現(xiàn)象，是文化進(jìn)化的基本單位，通過(guò)模仿進(jìn)行傳播。 任何商標(biāo)名稱都要通過(guò)語(yǔ)言傳播。通常認(rèn)為語(yǔ)言是文化傳播的主要載體，同樣語(yǔ)言也是一種顯著的文化現(xiàn)象，因此，模因和語(yǔ)言有著緊密的聯(lián)系，而且模因在語(yǔ)言研究中起著重要的作用。語(yǔ)言可以被看做模因傳播的工具，相應(yīng)的，模因在語(yǔ)言的生存和進(jìn)化中也起到重要作用。“語(yǔ)言即是模因，，模因寓于語(yǔ)言之中”。商標(biāo)名稱及其文化的復(fù)制和傳播依賴語(yǔ)言傳播，并且他們也是一種語(yǔ)言模因。因此，商標(biāo)名稱的研究與模因論緊密相連。本研究主要利用語(yǔ)言模因論來(lái)研究商標(biāo)名稱的復(fù)制和傳播規(guī)律。并著重分析了基因型商標(biāo)模因和表現(xiàn)型商標(biāo)模因，為商標(biāo)名稱設(shè)計(jì)者設(shè)計(jì)強(qiáng)勢(shì)的商標(biāo)詞模因提供了有益的啟示。 模因和文化有著緊密的聯(lián)系。模因能否存活取決于它所在的文化環(huán)境。語(yǔ)言模因也是文化的重要載體之一。商標(biāo)名稱同樣也有很重的文化負(fù)荷。商標(biāo)名稱模因的復(fù)制和傳播深受文化因素的影響。因此，文化因素是商標(biāo)命名設(shè)計(jì)者在商標(biāo)命名中需要考慮的最重要的因素之一。在論文的第五章，作者從模因論的角度研究商標(biāo)名稱和文化的關(guān)系，主要關(guān)注了商標(biāo)名稱中的文化屬性。商標(biāo)名稱的跨文化研究可以被看做是對(duì)模因在不同的模因庫(kù)之間傳播的研究。同樣，跨文化背景下的商標(biāo)名稱可以被看做模因傳播的產(chǎn)物。商標(biāo)命名常常受到文化和社會(huì)因素的影響，因此，在商標(biāo)名稱的跨文化交際中，商標(biāo)名稱的設(shè)計(jì)者要注意到文化的差異，找到解決這種差異的方法，保證商標(biāo)名稱跨文化交際的順利進(jìn)行。 希望這項(xiàng)研究能夠在公司為產(chǎn)品設(shè)計(jì)名稱的時(shí)候提供有用的啟示，并且激發(fā)更多的從模因論角度對(duì)商標(biāo)名稱的研究。
[Abstract]:Trademark name is the business card and soul of goods, it represents the characteristics and personality of goods, and is closely related to the reputation and sales of goods. In recent years, trademark naming has become more and more important in the market economy. The quality and service of goods is not the only factor that affects its success. With the globalization of the world economy, the fierce competition in the global market makes the research of trademark naming more meaningful. A lot of research has been done on trademark names, most of them from the aspects of marketing, psychology, linguistics and translation. On the basis of summarizing the previous studies, this paper tries to analyze the trademark name and its culture from the new angle of memetics. Memetics is a relatively new theory to explain the evolution of culture. It shows a strong appeal from its birth. Scholars in different fields are trying to combine the new theory of memetics to get new enlightenment. The term "meme" was first proposed in 1976 by Richard Dawkins, a famous zoologist and behavioral ecologist at Oxford University in England. Dawkins created memes by mimicking genes. Gene is the main driving force of biological natural selection, similar to gene, meme is also a kind of imitation phenomenon, and it is the basic unit of cultural evolution, which is transmitted through imitation. Any trademark name must be disseminated in language. It is generally believed that language is the main carrier of cultural communication, and language is also a significant cultural phenomenon. Therefore, memes and languages are closely related, and memes play an important role in language research. Language can be seen as a tool for meme transmission and, accordingly, meme plays an important role in the survival and evolution of language. Language is meme, and meme is in language. The reproduction and dissemination of trademark names and their cultures depend on language communication, and they are also a language meme. Therefore, the study of trademark name is closely related to memetics. In this study, language memetics is used to study the reproduction and dissemination of trademark names. The genotypic trademark memes and expressive trademark memes are analyzed in order to provide useful inspiration for the designers of trademark names to design strong trademark memes. Memes are closely related to culture. The survival of memes depends on their cultural environment. Language meme is also an important carrier of culture. Trademark names also have a heavy cultural burden. The reproduction and dissemination of trademark name memes are deeply influenced by cultural factors. Therefore, cultural factor is one of the most important factors to be considered by trademark naming designers. In the fifth chapter, the author studies the relationship between trademark name and culture from the perspective of memetics, focusing on the cultural attributes of trademark names. The cross-cultural study of trademark names can be seen as a study of the spread of memes among different memes. Similarly, trademark names in cross-cultural contexts can be seen as the product of meme transmission. Trademark naming is often influenced by cultural and social factors. Therefore, in the cross-cultural communication of trademark names, the designers of trademark names should pay attention to cultural differences and find ways to solve them. Ensure the smooth cross-cultural communication of trademark names. It is hoped that this study can provide useful inspiration for companies to design product names and stimulate more research on trademark names from the perspective of memetics.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：H030

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