中国品牌名称命名中的消费文化现象研究

发布时间：2018-05-15 07:00

本文选题：消费社会 + 符号消费　；参考：《华东师范大学》2008年硕士论文

【摘要】： 本文将波德里亚的“符号消费”作为探究的基础,以总结品牌名命名规律为切入点,运用文化学及语言学的方法剖析中国转型时期大众消费文化现象,论述中国消费文化的特点,丰富转型期中国的消费文化理论。本文所涉及的理论文献比较丰富,大量的波德里亚“消费文化”理论资料以及相关的文献资料,为继续探讨中国社会中符号消费奠定了比较好的理论基础。而波德里亚所强调的符号消费的欲望逻辑、符号消费的社会分层逻辑和符号消费的社会景象并不能套用到中国社会的消费状态中去,因为中西方在社会制度、经济体制、新旧文化交替演变以及人们的心理转变等方面都存在一定的差异。如何把握符号消费与社会整体的互动关系,将是解开中国社会消费文化脉络与走向的关键。在对中国的消费品市场进行了充分的调查后,本文选取了每个历史时期中大众生活中最具有消费特色的六类产品,根据可靠、客观的语料来源建立了品牌名数据库。在科学的数据库基础上,以语言学要素作为切入点,整理和概括品牌名在音节、声调、品名结构、语义、功能词的使用情况等方面的特色和规律。并试图从品牌名命名这个消费社会中的微小角度,尝试梳理中国社会的符号消费的模式、探寻品牌名命名在这种模式中的生存状态、寻求符号消费与中国品牌名命名之间的互动关系,以期能够对中国消费文化的特点有所认识。
[Abstract]:In this paper, Baudrillard's "symbol consumption" is taken as the basis of exploration, and the phenomenon of mass consumption culture in the transitional period of China is analyzed by means of culturology and linguistics, taking the law of brand name naming as the starting point. This paper discusses the characteristics of Chinese consumption culture and enriches the theory of Chinese consumption culture in the transition period. The theoretical literature involved in this paper is relatively rich, a large number of Baudrillard's "consumer culture" theory data and related literature materials, for the continued exploration of the symbol consumption in Chinese society has laid a good theoretical basis. The desire logic of symbolic consumption, the social stratification logic of symbolic consumption and the social scene of symbolic consumption stressed by Baudrillard cannot be applied to the consumption state of Chinese society, because China and the West are in the social system and economic system. There are some differences in the alternation of new and old culture and people's psychological change. How to grasp the interactive relationship between symbol consumption and society as a whole will be the key to unravel the cultural context and trend of Chinese social consumption. After a full investigation of the consumer goods market in China, this paper selects the six kinds of products with the most consumption characteristics in each historical period, and establishes the brand name database according to the reliable and objective data sources. On the basis of scientific database, the characteristics and rules of brand name in syllable, tone, title structure, semantics, usage of functional words and so on are arranged and summarized with linguistic elements as the starting point. And try to sort out the pattern of symbol consumption in Chinese society from the point of view of brand name naming, and explore the living state of brand name naming in this mode. To explore the interactive relationship between symbol consumption and Chinese brand name, in order to understand the characteristics of Chinese consumption culture.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2

【引证文献】