【摘要】：商標是我們?nèi)粘＝佑|到的最常見的語言現(xiàn)象之一,也是透射一個國家的文化內(nèi)涵的重要窗口。本文將對中國商標品牌名稱,從“模因論”方面進行研究�！澳Ｒ�?qū)W”是理查德·道金斯提出的文化傳播理論,在中國這個理論依然較為邊緣化。因此本文先簡單論述“模因論”的由來以及對語言,尤其對商標語言的意義,以道金斯的理論為主,輔以海利根、布萊克摩爾、我國學(xué)者何自然以及朱志平教授的觀點,采用例證分析和對1385個隨機抽取的商標進行大量的統(tǒng)計。之后僅以商標,且僅以中文商標作為研究對象,打破以往商標品牌名稱研究綁架與廣告研究,商標品牌名稱一定跨語際研究的定式,“就商標論商標”,“就漢語論漢語”,并且借以“模因論”對商標這種語言現(xiàn)象,進行系統(tǒng)的論述。從而得出一個地道的中國商標品牌名稱的六個關(guān)鍵因素,即字數(shù)、模因數(shù)量、商標類型、情感熱鍵、文化親近與是否使用木馬計。商標作為我們?nèi)粘Ｉ钪卸炷茉數(shù)恼Z言現(xiàn)象之一,是對外漢語教育的活教材。商標是語言的凝練和再加工,是中國文化的一種濃縮,這種鮮活的教學(xué)資源對對外漢語教學(xué)而言,尤其是讓學(xué)生感受中國文化,理解中文深層次內(nèi)涵方面,具有重要意義。便于從另一個窗口使?jié)h語學(xué)習(xí)者了解中國獨有的文化和情感。本文運用“模因論”規(guī)律,揭示中國商標品牌名稱的特點和內(nèi)涵,意在給中國文化有興趣的學(xué)習(xí)者和漢語學(xué)習(xí)者以中國文化方面的啟示,同時也給教師的教學(xué)提供了一定的建議。
[Abstract]:Trademark is one of the most common language phenomena we come into contact with every day, and it is also an important window to transmit the cultural connotation of a country. This paper will study the brand name of Chinese trademark from the perspective of memetics. Memetics is the theory of cultural communication put forward by Richard Dawkins, which is still marginalized in China. Therefore, this paper first briefly discusses the origin of memetics and its significance to language, especially to trademark language, mainly based on Dawkins' theory, supplemented by Hayrigan, Blackmore, he natural and Zhu Zhiping, Chinese scholars. Examples are used to analyze and carry out a large number of statistics on 1385 randomly selected trademarks. After that, only the trademark, and only the Chinese trademark as the research object, broke through the previous trademark brand name research kidnapping and advertising research, trademark brand name must be cross-lingual research formula, "Trademark theory trademark", "on Chinese", And with memetics, the language phenomenon of trademark is systematically discussed. Thus, six key factors of a authentic Chinese trademark brand name are obtained, namely word number, meme quantity, trademark type, emotional hotkey, cultural intimacy and whether to use Trojan horse. As one of the familiar language phenomena in our daily life, trademark is a living teaching material for Chinese education as a foreign language. Trademark is a kind of condensed and reprocessed language and a concentration of Chinese culture. This lively teaching resource is of great significance for teaching Chinese as a foreign language, especially for students to feel Chinese culture and understand the deep-seated connotation of Chinese. It is convenient for Chinese learners to understand the unique culture and emotion of China from another window. Using memetics, this paper reveals the characteristics and connotation of Chinese trademark brand name, which is intended to enlighten the interested learners of Chinese culture and Chinese learners from the aspect of Chinese culture. At the same time, it also provides some suggestions for teachers' teaching.
【學(xué)位授予單位】：云南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：H195

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