商標(biāo)英語的語言特點(diǎn)

英語論文編號(hào):YY239  字?jǐn)?shù):8656.頁數(shù):31

CONTENTS

 Abstract Ⅰ
 摘要 Ⅱ
1 Introduction 1
 1.1 The Definition of Brand 1
1.2 The History of Brand 1
 1.3 The Three Development Stages of Brand Naming 3
2 The Linguistic Characteristics of Branding English. 6
 2.1 Morphological Characteristics 6
 2.1.1 Acronym and Initialism 7
 2.1.2 Backronym 7
 2.1.3 Clipping 9
 2.1.4 Compounding 10
2.1.5 Ellipsis 11
 2.1.6 Haplology 11
 2.1.7 Morphological Borrowing 12
2.1.8 Reduplication 12
2.2 Rhetorical Characteristics 13
 2.2.1 Alliteration 13
 2.2.2 Allusion 14
2.2.3 Metonymy 15
 2.2.4 Mimesis 16
 2.2.5 Oxymoron 16
 2.2.6 Synecdoche 17
 2.2.7 Tautology 18
 3 The Five Principles of Brand Naming 20
4 Conclusion 21
References 22
Appendix 23
 Acknowledgements 25

ABSTRACT

 In the circulation of commodities, brand is a symbol of a commodity. Naming a successful brand to promote the commodities and to foster a good and healthy company image is the main way of digging international market potential and accelerating international trade development. If marketing is a war, a successful brand is the key to win the war. There are a great variety of differences between Chinese culture and western culture. A successful Chinese translation of an English brand is of prime importance in the market of China, and vice versa. Only when we pay much attention to the linguistic characteristics of a brand and use proper translating strategies and techniques, can we translate the brand successfully.
 In this paper we present an analytical study of the linguistic characteristics of branding English in terms of culture, linguistics and rhetoric. Therefore, we can realize the significance and the regulations of naming an English brand, and understand the cultural connotation of an English brand.
 This paper is divided into four parts. Firstly, we introduce the history, culture and the three development stages of brand naming. Secondly, we analyze the linguistic characteristics of branding English. Thirdly, we summarize the five principles of brand naming. And lastly we arrive at a conclusion that the study of branding English is of great significance.
    
Keywords: brand, branding English, linguistic characteristics

商標(biāo)英語的語言特點(diǎn)
摘  要

 在商品流通中,商標(biāo)是代表商品的符號(hào)。借助商標(biāo)宣傳商品,樹立良好的企業(yè)形象, 已成為各國挖掘國際市場(chǎng)潛力和促進(jìn)國際貿(mào)易發(fā)展的重要途徑。如果把營(yíng)銷比喻成一場(chǎng)戰(zhàn)役，那么成功的品牌名稱就像一面不倒的軍旗。中華文化與西方文化差異較大,因此外國品牌要打入中國市場(chǎng),必須慎重考慮其翻譯問題，反之亦然。然而對(duì)品牌名稱進(jìn)行翻譯，就必須了解其語言的特點(diǎn)，采用恰當(dāng)?shù)姆�譯策略和技巧，這樣才能使商標(biāo)英語翻譯表達(dá)得恰如其分。
 本文通過研究商標(biāo)英語的語言特點(diǎn)，從其不同文化角度，語言修辭角度等進(jìn)行論述，從而得出商標(biāo)命名的意義和規(guī)范，理解商標(biāo)的文化內(nèi)涵。
 本文分為四大部分：第一部分，介紹商標(biāo)命名的歷史文化，及其發(fā)展的三個(gè)重要時(shí)期；第二部分，從語言學(xué)角度分析了商標(biāo)名稱的語言特點(diǎn)；第三部分，總結(jié)當(dāng)今社會(huì)商標(biāo)命名的五大原則； 最后得出研究商標(biāo)英語具有重大意義的結(jié)論。
 
關(guān)鍵詞：商標(biāo)； 商標(biāo)英語； 語言特點(diǎn)