国产化妆品品牌名称的特点及其问题探究
发布时间：2018-08-11 12:48
【摘要】：在全球化，市场化的今天，品牌的名称往往给人以直观的第一印象，在商业竞争中起了至关重要的作用。通过对语料的搜集，我们发现了品牌名称的两大特点：一是，国产品牌名称“洋化”和进口名称的“汉化”使国产和进口品牌单从名称的区分上已经不是那么明显。二是，此类现象在化妆品品牌领域表现的最为明显。因此，本文就以国产化妆品名称为例，从语言学角度研究其特点及其出现的问题。 文章的第一部分论述了品牌名称对于企业的重要性，及目前我国对于这类问题的研究现状，本文的选题缘由，还有大纲的设计理念，，即来源于营销学家Philip Kotler对于完整品牌的定义，这也是本文的特色所在。 第二部分主要是从语言本身来分析国产化妆品名称的特点，分别从语音、用词、语义、结构、辞格等方面，结合现代汉语相关理论及数据统计来分析总结归纳名称外在最直观的特点。 第三部分结合认知语言学的顺应性理论及语用学探讨了名称背后的文化内涵，用词不仅体现承载深厚的汉文化色彩和现代时尚的气息，还有个别名称用词具有浓郁的地方特色。 第四部分则主要是从搜集到的语料来看国产化妆品名称所用词语的集中性与相似性，通过模因理论来类推其相互间的共性与个性，总结出了四种传播类型及美好词语的集中使用带给人丰富的情感体验。 第五部分大致概括了一下国产化妆品名称较为明显的六个小问题，最后是带给我们的一些思考，希望今后的名称命名者能够不卑不亢，清醒地对待这类问题。 第六部分是全篇总结。
[Abstract]:In the globalization and marketization of today, the name of the brand often gives an intuitive first impression, and plays a vital role in the business competition. Through the collection of corpus, we find two characteristics of brand name: first, the "Westernization" of the domestic brand name and the "Sinicization" of the import name make the distinction between the domestic brand name and the imported brand name less obvious. Second, this kind of phenomenon is the most obvious in cosmetics brand field. Therefore, this paper takes the name of domestic cosmetics as an example to study its characteristics and problems from the perspective of linguistics. The first part of the article discusses the importance of brand name for enterprises, and the current situation of research on this kind of issues in China, the reasons for this topic, and the design concept of the outline. It comes from the definition of complete brand by marketer Philip Kotler, which is the feature of this paper. The second part is mainly from the language itself to analyze the characteristics of domestic cosmetics names, respectively from the phonological, lexical, semantic, structural, rhetorical, and other aspects, Combined with relevant theories and statistics of modern Chinese, this paper analyzes and summarizes the most intuitionistic features of inductive names. The third part combines the adaptation theory of cognitive linguistics and pragmatics to discuss the cultural connotations behind the names. The words not only embody the profound Chinese cultural color and modern fashion, but also some names have strong local characteristics. The fourth part mainly looks at the centrality and similarity of the words used in the domestic cosmetics names from the collected data, and deduces their mutual commonness and individuality through the theory of meme. Summed up four types of communication and the concentrated use of beautiful words to bring people rich emotional experience. In the fifth part, the author generalizes the six obvious problems of the domestic cosmetic names, and finally gives us some thoughts, hoping that the nomenclators will be able to deal with this kind of problems soberly. The sixth part is the whole summary.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136
本文编号：2177038
[Abstract]:In the globalization and marketization of today, the name of the brand often gives an intuitive first impression, and plays a vital role in the business competition. Through the collection of corpus, we find two characteristics of brand name: first, the "Westernization" of the domestic brand name and the "Sinicization" of the import name make the distinction between the domestic brand name and the imported brand name less obvious. Second, this kind of phenomenon is the most obvious in cosmetics brand field. Therefore, this paper takes the name of domestic cosmetics as an example to study its characteristics and problems from the perspective of linguistics. The first part of the article discusses the importance of brand name for enterprises, and the current situation of research on this kind of issues in China, the reasons for this topic, and the design concept of the outline. It comes from the definition of complete brand by marketer Philip Kotler, which is the feature of this paper. The second part is mainly from the language itself to analyze the characteristics of domestic cosmetics names, respectively from the phonological, lexical, semantic, structural, rhetorical, and other aspects, Combined with relevant theories and statistics of modern Chinese, this paper analyzes and summarizes the most intuitionistic features of inductive names. The third part combines the adaptation theory of cognitive linguistics and pragmatics to discuss the cultural connotations behind the names. The words not only embody the profound Chinese cultural color and modern fashion, but also some names have strong local characteristics. The fourth part mainly looks at the centrality and similarity of the words used in the domestic cosmetics names from the collected data, and deduces their mutual commonness and individuality through the theory of meme. Summed up four types of communication and the concentrated use of beautiful words to bring people rich emotional experience. In the fifth part, the author generalizes the six obvious problems of the domestic cosmetic names, and finally gives us some thoughts, hoping that the nomenclators will be able to deal with this kind of problems soberly. The sixth part is the whole summary.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H136
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本文编号：2177038
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