英漢商標名的文化內涵對比研究

論文編號:YY724  論文字數:7582.頁數:20

英漢商標名的文化內涵對比研究
摘  要
 在愈演愈烈的市場競爭中，某款產品的名字可以使一個公司成功的關鍵因素， 因其表現出該公司的形象、信用和經濟實力，同時，一個響亮的品牌名還可以打開國際市場，創造巨大的財富。中英品牌名作為一種文化現象，廣泛存在我們的現實社會生活中，使公眾很快想到某種商品，將有利于商品的推廣，另外其還可以增添生活樂趣。但是我們要清楚，中英商標名是有差異的，我們必須要弄清楚這個方面。
 本文先介紹商標名與文化之間的關系，因為商標名或多或少是受到文化因素的影響。本論文由四個章節構成。第一章簡要地介紹商標名的定義以及其與文化的鏈接。第二章分別就英語商標名和中文商標名的文化內涵進行分析。第三章側重于中英文商標名異同進行研究，從而清楚在制定商標名時要注意的事項，例如其由來，其作用和其對大眾的影響力。最后得出結論：商標名在不同的文化背景下所反映出的文化內涵是不同的。
 
 
關鍵詞: 商標名；文化內涵； 相似點；不同點

 A Contrastive Study of the Cultural Connotation of
 English and Chinese Brand Names
ABSTRACT
 In a competitive market, the brand name is one of the key factors for a company to achieve success. It determines the image, credit and economic power of a company. A successful brand name plays a noticeable role in developing the international market and creating the enterprise wealth. As one kind of cultural phenomenon, Chinese and English brand names, which widely exist in social life, play an important role in the public awareness of the enterprise commodity, the sales promotion, beautifying people's life. But we have to know there are some differences, and we have to have a better understanding of this issue.
 This article first gives us an outlook of the brand names and its relationship with cultures, because brand names, more or less, take the effects of cultures. This article consists of four chapters. Chapter one gives a brief introduction to a brand name and its cultural link. Chapter two respectively analyzes the cultural connotations of English and Chinese brand names. Chapter three explores the differences and similarities of them to further illustrate what we need to pay attention to when naming a brand like how those brand names were first made, how they function and how they influence people. Finally it comes to the conclusion that the contrasts of cultural connotation of Chinese and English brand names are reflected in the context of respective culture.
 
 
Key Words:  brand names, cultural connotation, similarities, differences
 

       
CONTENTS
ABSTRACT I
摘  要 II
1 Introduction 1
2 An Analysis of Cultural Connotation of Brand Names 2
2.1. The Cultural Source of English and Chinese Civilizations 2
2.2 The Cultural Outlook of English Brand Names 2
2.3 The Cultural Outlook of Chinese Brand Names 5
Chapter 3.  The Similarities and Differences of Cultural Connotation of English and Chinese Brand Names 8
3.1 Similarities of Cultural Connotation of both Brand Names 8
3.2 Differences of Cultural Connotation of both Brand Names 11
4 Conclusion 14
References 15
Acknowledgements 16