英文商标语言学层面研究

发布时间：2018-02-28 22:22

本文关键词： 商标声音象征文化　出处：《吉林大学》2007年硕士论文　论文类型：学位论文

【摘要】： 商标是商品经济高度发展的产物,是当今经济生活的一个重要方面。作为商品区别性标志的商标成为我们认识商品的第一扇窗,决定着该商品给消费者的第一印象,因此商标的创意和设计显得尤为重要,商标的重要意义也被人们广泛认识。 20世纪初期,随着世界商品经济的繁荣,广告学和市场学开始创立。众多的学者对此进行调查研究,形成了各自严密的科学体系。尽管这两门学科中对商标都有涉猎,却也只是蜻蜓点水,以商标语言为研究对象的科研及实践活动没有相应展开。直到20世纪末期,随着市场学和广告学的进一步发展和完善,大规模市场调研和计算机技术的成熟,商标才得到飞速的发展。人们意识到商标本身大都具有对商品的广告宣传作用。正因为如此,各国商家在设计商标时,无不精心考虑,力求清新典雅,简洁引人。其中大多数都有自己的寓意和渊源。在广告信息发达的国家中,随着广告无孔不入的宣传,许多商标和商品名称已经渗透到社会的各个方面。它们不再仅仅是市场营销学的研究范畴,而且涉及到了语言学、社会学、文学、心理学、工业设计、法律等。以创造品牌为研究对象的著作也陆续问世。和国外的研究相比较,国内关于商标的研究起步相对晚一些。改革开放以后,国门打开,我国与世界各国的经济贸易关系日益密切,对外文化交流日趋广泛。在对外交往中,我们越来越多地接触到种类繁多的商标及商品名称。我们需要借鉴国外优秀商标的创作理念来指导民族企业创出自己的名牌走出国门,参与世界竞争。我们也需要从世界品牌中窥探到商品推销的法则和技巧,了解国外的文化和潮流。多数学者从文化差异与商标翻译的角度讨论了外国品牌汉译的方法与技巧,民族企业创立国际商标的原则和命名商标时应注意的文化禁忌等,鲜有商标与语音的关系的研究。本课题以社会及文化环境作为背景,以语言学的视角,系统分析了英语商标词汇的来源、构词的语言学理论基础以及对现代英语的影响。作者通过对音位语意学(phonosemantics)这一领域的研究与揣摩,结合对上千条英文商标的语音分析,发现两者之间存在一定的联系。每一个语音根由于不同的发音部位,具有其自然的含义。这些音在人们的意识中和某种品质相联系。因此可以利用声音与象征发生的联想来命名商标。例如,【a:】【?:】在英语中属于后元音、开音节,是两个最强的元音。它们的读音响亮浑厚,在声音象征主义(sound symbolism)中可象征大、坚固和沉重感,是典型的男音节。因此,商标里有这两个音似乎可以象征某种沉雄的品质,多用于男性商品。这样使产品的性质与商标更加契合,产品形象具体生动,拉近与消费者的距离,也有助于宣传产品。另一方面,消费者也可以根据商标的名称初步判断产品的性质、用途和特点,为商品选择提供初步的向导。除此之外,本文还讨论了商标与文化的关系,英汉商标的文化差异和在英汉商标翻译时应注意的事项和文化禁忌;阐述了不同时代语言的文体特点,进而介绍不同时代商标的文体特点。因为语言是商标的载体,不同的语言风格必然对商标词汇施与重要的影响。商标词汇对现代英语也施与了一定的影响,主要是词汇和修辞方面。由于一些商标的广泛传播,它已代替这一类产品的总称,而失去其商标词的专有性。一些商标词更跨越了其属性成为了形容词、动词,跻身于各类词典中,被人们广泛使用。商标在使用过程中也继承了其品牌的特性和品质,因此具有比喻和象征等修辞作用。商标的语言学层面研究有助于中国企业的商标设计者借鉴国外的优秀商标,考虑文化差异,创造出国际品牌。在商标命名时,要注意文化对跨国贸易的影响,充分了解各国的文化传统,尊重他国风俗习惯,避免文化禁忌出现在商标上,影响民族感情和经济交流。同时,也要竭力保护汉语的规范性。商标翻译应尽可能地体现民族风格,展示商品民族特色。希望这种研究有助于更好地研究外国商标的优点和特点,从小小的商标了解外国精神文化风貌,更深刻地理解不同的文化背景、不同的价值观、不同的思维模式对商标语言的创造、使用产生巨大的影响;而且也为我国企业家和品牌设计人员提供依据和参考,促进我国汉字商标的国际化,推出更具国际形象的英语商标,振兴民族工业,走向世界。
[Abstract]:A trademark is a product of highly developed commodity economy, is an important aspect in today's economic life. As a commodity from the trademark as we know the first window of commodities, determines the commodity consumer's first impression, so creative and design trademark is particularly important, the importance of trademark has been widely recognized.
In early twentieth Century, with the prosperity of the commodity economy, advertising and marketing started. Many scholars have investigated the formation of the scientific system of strict discipline. Although the two of trademarks are covered, but only superficially, by taking the slogan for the scientific research and the practice of language objects without the corresponding expansion. Until the end of the twentieth Century, with the further development of marketing and advertising and perfect, large-scale market research and development of computer technology, trademark to get rapid development. People realize that brand itself has large advertising of goods. Because of this, all businesses in the design of a trademark, without careful consideration strive, fresh and elegant, concise and attractive. Most of them have their own meaning and origin. In the advertising information in developed countries, with ads get in by every opening propaganda, many Trademarks and commodity names have penetrated into every aspect of the society. They are no longer just the research category of marketing, but also involve linguistics, sociology, literature, psychology, industrial design, law, etc. the works that create brand as research object are coming out one after another.
Study and compared to foreign, domestic research started relatively late. Some marks on the opening, after the reform and opening up, China and the world economic and trade relations, cultural exchanges become more and more widely. In foreign relations, we are increasingly exposed to various kinds of trademarks and trade names. We need to learn from excellent foreign trademark creation concept to guide national enterprises to create their own brand to go abroad, to participate in the world competition. We also need from the world brand into merchandising rules and techniques, and understand the cultural trend abroad.
Most of the scholars from the cultural differences and translation of trademarks discussed the methods and techniques of the translation of foreign brands, national enterprises founded the international trademark and the principle of trademark names should pay attention to cultural taboos, study on the relationship between the trademark and the little voice. This subject to the social and cultural environment as the background, in the perspective of system. Analysis of the sources of English trademark words, linguistic theory of word formation and influence on modern English. Based on the phoneme semantics (phonosemantics) research and study in this field, combined with the analysis of speech to thousands of English trademarks, found that there is a certain relationship between the two. Each speech caused pronunciation different parts, has its natural meaning. These sounds linked in people's consciousness and some quality. So we can use voice and symbol the Lenovo name trademark. For example, [a:] [?:] in English belongs to the vowel syllables, is the two strongest vowels. Their pronunciation loud and vigorous, in sound symbolism (sound symbolism) can be a symbol of great, strong and heavy feeling, is a typical male syllable. Therefore, the two tone seems to be a symbol of good quality brands, many men for goods.
The nature of trademark products and more fit, product image vivid, closer to the consumer, also helps to promote products. On the other hand, consumers can also according to the trademark name of the preliminary judgment of the nature of the product, purpose and characteristic, provide preliminary guide choice for goods.
In addition, this paper also discusses the relationship between trademarks and culture, cultural differences between English and Chinese trademark and should be paid attention to in the translation of English and Chinese trademark matters and cultural taboo; expounds the stylistic features of language in different times, and then introduces the stylistic features of different times trademarks. Because language is the carrier of trademark, the influence of different language style inevitably application of trademark words and important.
The effects of trademark words and some of the modern English vocabulary and rhetoric, is mainly due to the wide spread. Some trademark, which it has replaced this type of product, and lose its trademark words. Some proprietary trademark words more than its attributes as adjectives, verbs, among all kinds of in the dictionary, is widely used. In the process of using the trademark also inherited the characteristics and quality of the brand, so it has such rhetorical metaphor and symbol.
The linguistic level of trademark helps China enterprise logo designers draw excellent trademark abroad, consider cultural differences, to create international brand. In brand naming, attention should be paid to the cultural influence on international trade, fully understand the national culture tradition, respect his country's customs and habits, avoid cultural taboos appeared in trademark, influence national sentiment and economic exchanges. At the same time, also want to protect. The standardization of Chinese trademark translation should as far as possible to reflect the national style, the display of goods of national characteristics.
The advantages and characteristics of hope this study helps to better study the foreign trademark, trademark from the little understanding of foreign culture and the spiritual style, a more profound understanding of different cultural backgrounds, different values, create different thinking modes of trademark language use, have a huge impact; but also provide the basis and reference for me Chinese entrepreneurs and brand design staff, to promote the internationalization of Chinese characters trademark, the introduction of more international image of English brand, revitalize national industry, to the world.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：H315

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