商标名称及其文化的模因分析

发布时间：2018-06-29 00:17

本文选题：商标名称 + 模因　；参考：《中国海洋大学》2012年硕士论文

【摘要】：商标名称是商品的名片和灵魂，它代表着商品的特点和个性，并且与商品的名誉和销售量紧密相关。近年来，商标命名在市场经济中变得越来越重要，商品的质量和服务已经不是影响其成功的唯一因素，商标名称在市场营销中同样也占据很大的份额。随着世界经济全球化，全球市场上的激烈竞争使得商标命名的研究更加有意义。有关商标名称的研究做了很多，大多数研究是从市场、心理学、语言学和翻译等方面进行。本文在总结前人研究的基础上，尝试从模因论这一新的角度对商标名称及其文化进行分析。模因论是解释文化进化的一种相对比较新的理论，它从一诞生就显示出强大的感染力，不同领域的学者都试图同模因论这一新兴理论结合以获得新的启示。“模因”这一术语诞生于二十世纪七十年代，是由英国牛津大学著名动物学家和行为生态学家理查德·道金斯在1976年出版的《自私的基因》一书中首次提出。道金斯通过模仿基因创造了模因。基因是生物自然选择的主要推动力，和基因类似，模因也是一种模仿现象，是文化进化的基本单位，通过模仿进行传播。任何商标名称都要通过语言传播。通常认为语言是文化传播的主要载体，同样语言也是一种显著的文化现象，因此，模因和语言有着紧密的联系，而且模因在语言研究中起着重要的作用。语言可以被看做模因传播的工具，相应的，模因在语言的生存和进化中也起到重要作用。“语言即是模因，，模因寓于语言之中”。商标名称及其文化的复制和传播依赖语言传播，并且他们也是一种语言模因。因此，商标名称的研究与模因论紧密相连。本研究主要利用语言模因论来研究商标名称的复制和传播规律。并着重分析了基因型商标模因和表现型商标模因，为商标名称设计者设计强势的商标词模因提供了有益的启示。模因和文化有着紧密的联系。模因能否存活取决于它所在的文化环境。语言模因也是文化的重要载体之一。商标名称同样也有很重的文化负荷。商标名称模因的复制和传播深受文化因素的影响。因此，文化因素是商标命名设计者在商标命名中需要考虑的最重要的因素之一。在论文的第五章，作者从模因论的角度研究商标名称和文化的关系，主要关注了商标名称中的文化属性。商标名称的跨文化研究可以被看做是对模因在不同的模因库之间传播的研究。同样，跨文化背景下的商标名称可以被看做模因传播的产物。商标命名常常受到文化和社会因素的影响，因此，在商标名称的跨文化交际中，商标名称的设计者要注意到文化的差异，找到解决这种差异的方法，保证商标名称跨文化交际的顺利进行。希望这项研究能够在公司为产品设计名称的时候提供有用的启示，并且激发更多的从模因论角度对商标名称的研究。
[Abstract]:Trademark name is the business card and soul of goods, it represents the characteristics and personality of goods, and is closely related to the reputation and sales of goods. In recent years, trademark naming has become more and more important in the market economy. The quality and service of goods is not the only factor that affects its success. With the globalization of the world economy, the fierce competition in the global market makes the research of trademark naming more meaningful. A lot of research has been done on trademark names, most of them from the aspects of marketing, psychology, linguistics and translation. On the basis of summarizing the previous studies, this paper tries to analyze the trademark name and its culture from the new angle of memetics. Memetics is a relatively new theory to explain the evolution of culture. It shows a strong appeal from its birth. Scholars in different fields are trying to combine the new theory of memetics to get new enlightenment. The term "meme" was first proposed in 1976 by Richard Dawkins, a famous zoologist and behavioral ecologist at Oxford University in England. Dawkins created memes by mimicking genes. Gene is the main driving force of biological natural selection, similar to gene, meme is also a kind of imitation phenomenon, and it is the basic unit of cultural evolution, which is transmitted through imitation. Any trademark name must be disseminated in language. It is generally believed that language is the main carrier of cultural communication, and language is also a significant cultural phenomenon. Therefore, memes and languages are closely related, and memes play an important role in language research. Language can be seen as a tool for meme transmission and, accordingly, meme plays an important role in the survival and evolution of language. Language is meme, and meme is in language. The reproduction and dissemination of trademark names and their cultures depend on language communication, and they are also a language meme. Therefore, the study of trademark name is closely related to memetics. In this study, language memetics is used to study the reproduction and dissemination of trademark names. The genotypic trademark memes and expressive trademark memes are analyzed in order to provide useful inspiration for the designers of trademark names to design strong trademark memes. Memes are closely related to culture. The survival of memes depends on their cultural environment. Language meme is also an important carrier of culture. Trademark names also have a heavy cultural burden. The reproduction and dissemination of trademark name memes are deeply influenced by cultural factors. Therefore, cultural factor is one of the most important factors to be considered by trademark naming designers. In the fifth chapter, the author studies the relationship between trademark name and culture from the perspective of memetics, focusing on the cultural attributes of trademark names. The cross-cultural study of trademark names can be seen as a study of the spread of memes among different memes. Similarly, trademark names in cross-cultural contexts can be seen as the product of meme transmission. Trademark naming is often influenced by cultural and social factors. Therefore, in the cross-cultural communication of trademark names, the designers of trademark names should pay attention to cultural differences and find ways to solve them. Ensure the smooth cross-cultural communication of trademark names. It is hoped that this study can provide useful inspiration for companies to design product names and stimulate more research on trademark names from the perspective of memetics.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H030

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