【摘要】：在全球化，市場化的今天，品牌的名稱往往給人以直觀的第一印象，在商業(yè)競爭中起了至關(guān)重要的作用。通過對(duì)語料的搜集，我們發(fā)現(xiàn)了品牌名稱的兩大特點(diǎn)：一是，國產(chǎn)品牌名稱“洋化”和進(jìn)口名稱的“漢化”使國產(chǎn)和進(jìn)口品牌單從名稱的區(qū)分上已經(jīng)不是那么明顯。二是，此類現(xiàn)象在化妝品品牌領(lǐng)域表現(xiàn)的最為明顯。因此，本文就以國產(chǎn)化妝品名稱為例，從語言學(xué)角度研究其特點(diǎn)及其出現(xiàn)的問題。 文章的第一部分論述了品牌名稱對(duì)于企業(yè)的重要性，及目前我國對(duì)于這類問題的研究現(xiàn)狀，本文的選題緣由，還有大綱的設(shè)計(jì)理念，，即來源于營銷學(xué)家Philip Kotler對(duì)于完整品牌的定義，這也是本文的特色所在。 第二部分主要是從語言本身來分析國產(chǎn)化妝品名稱的特點(diǎn)，分別從語音、用詞、語義、結(jié)構(gòu)、辭格等方面，結(jié)合現(xiàn)代漢語相關(guān)理論及數(shù)據(jù)統(tǒng)計(jì)來分析總結(jié)歸納名稱外在最直觀的特點(diǎn)。 第三部分結(jié)合認(rèn)知語言學(xué)的順應(yīng)性理論及語用學(xué)探討了名稱背后的文化內(nèi)涵，用詞不僅體現(xiàn)承載深厚的漢文化色彩和現(xiàn)代時(shí)尚的氣息，還有個(gè)別名稱用詞具有濃郁的地方特色。 第四部分則主要是從搜集到的語料來看國產(chǎn)化妝品名稱所用詞語的集中性與相似性，通過模因理論來類推其相互間的共性與個(gè)性，總結(jié)出了四種傳播類型及美好詞語的集中使用帶給人豐富的情感體驗(yàn)。 第五部分大致概括了一下國產(chǎn)化妝品名稱較為明顯的六個(gè)小問題，最后是帶給我們的一些思考，希望今后的名稱命名者能夠不卑不亢，清醒地對(duì)待這類問題。 第六部分是全篇總結(jié)。
[Abstract]:In the globalization and marketization of today, the name of the brand often gives an intuitive first impression, and plays a vital role in the business competition. Through the collection of corpus, we find two characteristics of brand name: first, the "Westernization" of the domestic brand name and the "Sinicization" of the import name make the distinction between the domestic brand name and the imported brand name less obvious. Second, this kind of phenomenon is the most obvious in cosmetics brand field. Therefore, this paper takes the name of domestic cosmetics as an example to study its characteristics and problems from the perspective of linguistics. The first part of the article discusses the importance of brand name for enterprises, and the current situation of research on this kind of issues in China, the reasons for this topic, and the design concept of the outline. It comes from the definition of complete brand by marketer Philip Kotler, which is the feature of this paper. The second part is mainly from the language itself to analyze the characteristics of domestic cosmetics names, respectively from the phonological, lexical, semantic, structural, rhetorical, and other aspects, Combined with relevant theories and statistics of modern Chinese, this paper analyzes and summarizes the most intuitionistic features of inductive names. The third part combines the adaptation theory of cognitive linguistics and pragmatics to discuss the cultural connotations behind the names. The words not only embody the profound Chinese cultural color and modern fashion, but also some names have strong local characteristics. The fourth part mainly looks at the centrality and similarity of the words used in the domestic cosmetics names from the collected data, and deduces their mutual commonness and individuality through the theory of meme. Summed up four types of communication and the concentrated use of beautiful words to bring people rich emotional experience. In the fifth part, the author generalizes the six obvious problems of the domestic cosmetic names, and finally gives us some thoughts, hoping that the nomenclators will be able to deal with this kind of problems soberly. The sixth part is the whole summary.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：H136

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本文編號(hào)：2177038