商标命名的认知语境研究
发布时间：2018-11-22 14:31
【摘要】：能够将一企业的商品或服务与其他企业的商品或服务区分开的标记组合叫做商标，其主体部分为文字或者可以用文字指称的组合。商标命名行为就是指称关系建立的过程。商标命名的认知语境就是在商标命名这一交际过程中，商标命名者和商标接受者赖以交流的认知心理和知识结构的总和。我国商标研究起步较晚，特别是商标命名认知语境的研究并未出现成熟的理论，本文通过田野调查、理论分析和归纳的方法对收集的5000多个商标进行分析，考察文字商标命名过程中认知语境的构成要素，并从商标命名者和商标接受者两个角度探讨了认知语境对命名过程的影响，从而得出在认知语境关照下商标命名行为具有的预测性、差异性、艺术性、显著性及规律性的语言特征。为现实商标命名行为提供命名方法多样化、命名内容新颖化和命名结果简洁化的命名策略。文章主要分为六个部分，第一章作为引言界定了商标的定义，介绍了商标命名认知语境研究现状和本文的研究方法、语料来源等内容，第二章作为文章的主体描述了商标命名认知语境的构成和功能，第三章得出了在认知语境关照下商标命名的特点，第四章简析几种命名策略，第五章揭示了我国现在商标命名的一些问题，第六章作为小结概括了文章的总体内容。
[Abstract]:A marked combination of goods or services of an enterprise which can be distinguished from that of other enterprises is called a trademark, the main part of which is a combination of words or words. Trademark naming is the process of establishing reference relationship. The cognitive context of trademark naming is the sum of the cognitive psychology and knowledge structure on which the trademark naming and the trademark receiver communicate in the process of trademark naming. The research of trademark in China started late, especially the cognitive context of trademark naming has not appeared mature theory. This paper analyzes more than 5000 trademarks collected through field investigation, theoretical analysis and induction methods. This paper investigates the elements of cognitive context in the process of trademark naming, and probes into the influence of cognitive context on naming process from the aspects of trademark naming and trademark receiver. The linguistic characteristics of trademark naming behavior under the consideration of cognitive context are as follows: predictability, difference, artistry, significance and regularity. It provides a variety of naming methods, a new naming content and a simple naming strategy for the real trademark naming behavior. The article is divided into six parts. The first chapter defines the definition of trademark as an introduction, introduces the current situation of the cognitive context of trademark naming, the research methods of this paper, the source of the corpus, and so on. The second chapter, as the main body of the article, describes the structure and function of the cognitive context of trademark naming, the third chapter draws the characteristics of trademark naming under the care of cognitive context, the fourth chapter briefly analyzes several naming strategies. The fifth chapter reveals some problems of trademark naming in our country, and the sixth chapter summarizes the general content of the article as a summary.
【学位授予单位】：温州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H13
本文编号：2349642
[Abstract]:A marked combination of goods or services of an enterprise which can be distinguished from that of other enterprises is called a trademark, the main part of which is a combination of words or words. Trademark naming is the process of establishing reference relationship. The cognitive context of trademark naming is the sum of the cognitive psychology and knowledge structure on which the trademark naming and the trademark receiver communicate in the process of trademark naming. The research of trademark in China started late, especially the cognitive context of trademark naming has not appeared mature theory. This paper analyzes more than 5000 trademarks collected through field investigation, theoretical analysis and induction methods. This paper investigates the elements of cognitive context in the process of trademark naming, and probes into the influence of cognitive context on naming process from the aspects of trademark naming and trademark receiver. The linguistic characteristics of trademark naming behavior under the consideration of cognitive context are as follows: predictability, difference, artistry, significance and regularity. It provides a variety of naming methods, a new naming content and a simple naming strategy for the real trademark naming behavior. The article is divided into six parts. The first chapter defines the definition of trademark as an introduction, introduces the current situation of the cognitive context of trademark naming, the research methods of this paper, the source of the corpus, and so on. The second chapter, as the main body of the article, describes the structure and function of the cognitive context of trademark naming, the third chapter draws the characteristics of trademark naming under the care of cognitive context, the fourth chapter briefly analyzes several naming strategies. The fifth chapter reveals some problems of trademark naming in our country, and the sixth chapter summarizes the general content of the article as a summary.
【学位授予单位】：温州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H13
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