中国本土服装品牌命名的社会语言学分析

发布时间：2018-07-03 01:53

本文选题：服装品牌 + 语音　；参考：《曲阜师范大学》2012年硕士论文

【摘要】：服装品牌命名涉及社会学、语言学、心理学、美学等学科，论文尝试从社会语言学角度对中国本土服装品牌进行分析。论文共分为六部分：第一章为绪论部分，简单介绍了相关课题的研究背景与研究现状以及本论文的研究对象与语料来源、研究方法与思路、研究创新点与难点。第二章为服装品牌概述，从服装品牌的概念入手，概述了中国本土服装品牌的发展现状以及服装品牌的作用。第三章与第四章是论文的重点，运用定量与定性的方法统计分析了男装、女装、童装这三类服装品牌命名中语音词汇的运用特点。其中语音上主要统计分析服装品牌名称中韵辙、双声、叠韵、叠音、谐音、平仄、轻声以及儿化的运用情况，，词汇上主要对服装品牌名称的音节数量、高频字、颜色词及数词等进行统计分析。一方面揭示了男装、女装、童装这三类服装品牌命名中语音与词汇的运用特色，找出这三类服装品牌的共同点与不同点；另一方面着重从性别与年龄等社会因素进行原因分析，同时挖掘服装品牌命名背后的文化意蕴。第五章从文化层面对三类服装品牌的命名依据进行比较分析，透示出服装品牌中所体现的民族文化因素。第六章为结语部分，对论文进行概括与总结，建议服装企业在给服装品牌命名时关注性别、年龄等社会因素的影响，在品牌命名中尽量做到语音上和谐悦耳，选词上精巧独特、言简义丰，进一步提高服装企业的品牌文化意识与品牌创新能力，从而更加吸引消费者，更多体现本土文化。同时有助于消费者更好地了解服装品牌命名的社会文化内涵，更好地选择服装品牌与关注品牌文化。服装品牌命名与性别、年龄等社会因素关系的研究，从功能的角度看，开阔了社会语言学探究语言使用的视野；从应用的角度看，可有效地指导人们进行品牌命名、品牌选择等活动，引起包括语言学家在内的各行各业的关注。
[Abstract]:The naming of clothing brand involves sociology, linguistics, psychology, aesthetics and so on. This paper tries to analyze Chinese local clothing brand from the perspective of sociolinguistics. The thesis is divided into six parts: the first chapter is the introduction part, briefly introduces the research background and current situation of the related topics, the research object and the corpus source, the research method and the thought, the research innovation and the difficulty. The second chapter is an overview of the clothing brand, starting with the concept of clothing brand, summarized the current situation of the development of local clothing brands in China and the role of clothing brands. The third and fourth chapters are the emphases of the thesis. The use of phonetic vocabulary in the naming of men's, women's and children's clothing brands is analyzed by using quantitative and qualitative methods. Among them, the use of rhyme rut, double tone, duplicate rhyme, duplicate tone, homophony, flat tone, soft voice, and the use of Pediot in clothing brand names are analyzed statistically. The number of syllables and high frequency words in the names of clothing brands are mainly analyzed in vocabulary. Color words and numerals were statistically analyzed. On the one hand, it reveals the characteristics of the use of pronunciation and vocabulary in the naming of men's, women's and children's clothing brands, and finds out the common points and differences of these three clothing brands; on the other hand, it focuses on the analysis of the reasons from social factors such as gender and age. At the same time excavate the cultural implication behind clothing brand name. The fifth chapter compares the naming basis of three kinds of clothing brands from the cultural level and reveals the national cultural factors embodied in the clothing brands. The sixth chapter is the conclusion part, which summarizes and summarizes the thesis, and suggests that clothing enterprises should pay attention to the influence of gender, age and other social factors when naming clothing brands, and try to achieve harmony in pronunciation and unique choice of words in brand naming. Yan Jian Yifeng, further improves the clothing enterprise brand culture consciousness and the brand innovation ability, thus more attracts the consumer, more manifests the native culture. At the same time, it can help consumers better understand the social and cultural connotation of clothing brand naming, and better choose clothing brand and pay attention to brand culture. The study of the relationship between brand naming and gender, age and other social factors, from the perspective of function, broadens the perspective of sociolinguistics to explore the use of language, from the perspective of application, it can effectively guide people to name brands. Brand selection and other activities, including linguists and other industries of concern.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H13

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