理想认知模式下的中文商标命名研究

发布时间：2018-07-26 11:08

【摘要】：商标作为商品符号和广告的重要组成部分，，已经引起了经济学家和语言学家的兴趣。商标作为理论研究对象也越来越受到重视，有关商标的研究文献也越来越多，商标领域的理论研究在不断成熟。大部分学者都是侧重于描绘语言现象，很少去解读商标形成背后的认知机制。因此，商标研究的深度和广度受到限制。鉴于以往研究的不足和商标研究的重要性，本文对商标研究做进一步的补充。认知语言学认为，商标作为一种认知产物，就像是反映人类语言和思维的一面镜子。在吸收和借鉴国内外商标研究的基础上，本文从认知语言学的角度出发，考察了商标形成过程。本研究的样本是具有较高知名度，传播范围广的中国驰名商标。作者通过数据统计，总结了1991至2012年12月被国家工商总局认定的全部中国驰名商标，并建成一个数据库。本文中所选用的例子全部取材于这个数据库。本文运用Lakoff提出的认知语言学中的理想认知模型,结合了理想认知模型下的四个模式：命题模式，意象图式模式，隐喻模式以及转喻模式。作者以中国驰名商标为例，探讨商标的命名过程及这个过程中命名者的认知情况。本文假设理想认知模型影响商标命名过程，归纳出中文商标命名中的两个主要理想认知模型：生产认知模型和广告认知模型。本研究试图去证明理想认知模型对商标命名过程的影响，以及探索商标命名过程中命名者的认知情况。通过本研究发现，理想认知模型对在商标命名过程确实存在影响。在命名者自身因素，消费者因素等其他外在因素的影响下，隐喻和转喻这两种认知机制影响商标命名过程中命名者的认知情况。本文的创新点在从理想认知模型的新视角来解读商标。本文扩大了理想认知模型的应用范围，在理论上有助于理想认知模型理论丰富和发展。实践上，为商标研究注入了新的活力。
[Abstract]:As an important part of commodity symbols and advertisements, trademarks have attracted the interest of economists and linguists. As a theoretical research object, trademark has been paid more and more attention. Most scholars focus on depicting linguistic phenomena and rarely interpret the cognitive mechanism behind trademark formation. Therefore, the depth and breadth of trademark research is limited. In view of the deficiency of previous research and the importance of trademark research, this paper makes further supplement to trademark research. Cognitive linguistics holds that trademark, as a cognitive product, is like a mirror reflecting human language and thinking. Based on the study of trademark at home and abroad, this paper investigates the process of trademark formation from the perspective of cognitive linguistics. The sample of this study is a well-known Chinese trademark with high visibility and wide dissemination. Through statistics, the author summarizes all the well-known trademarks of China recognized by the State Administration of Industry and Commerce from 1991 to December 2012, and builds a database. The examples selected in this paper are all taken from this database. Using the ideal cognitive model in cognitive linguistics proposed by Lakoff, this paper combines four models under ideal cognitive model: propositional model, image schema model, metaphorical model and metonymy model. Taking the well-known trademark of China as an example, the author discusses the naming process of trademark and the cognition of the nomenclator in the process. This paper assumes that ideal cognitive model influences the process of trademark naming and concludes two main ideal cognitive models in Chinese trademark naming: production cognitive model and advertising cognitive model. This study attempts to prove the influence of ideal cognitive model on trademark naming process and to explore the cognitive status of the nomenclator in the process of trademark naming. Through this study, it is found that the ideal cognitive model does have an effect on the trademark naming process. Under the influence of other external factors, such as nomenclator and consumer, metaphor and metonymy affect the nomenclature of nomenclature. The innovation of this paper is to interpret trademark from a new perspective of ideal cognitive model. This paper expands the scope of application of ideal cognitive model and theoretically contributes to the enrichment and development of ideal cognitive model theory. In practice, new vitality has been injected into trademark research.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136

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