中国商标品牌名称的模因现象及其对汉语学习者的启示
发布时间：2019-02-26 14:23
【摘要】：商标是我们日常接触到的最常见的语言现象之一,也是透射一个国家的文化内涵的重要窗口。本文将对中国商标品牌名称,从“模因论”方面进行研究。“模因学”是理查德·道金斯提出的文化传播理论,在中国这个理论依然较为边缘化。因此本文先简单论述“模因论”的由来以及对语言,尤其对商标语言的意义,以道金斯的理论为主,辅以海利根、布莱克摩尔、我国学者何自然以及朱志平教授的观点,采用例证分析和对1385个随机抽取的商标进行大量的统计。之后仅以商标,且仅以中文商标作为研究对象,打破以往商标品牌名称研究绑架与广告研究,商标品牌名称一定跨语际研究的定式,“就商标论商标”,“就汉语论汉语”,并且借以“模因论”对商标这种语言现象,进行系统的论述。从而得出一个地道的中国商标品牌名称的六个关键因素,即字数、模因数量、商标类型、情感热键、文化亲近与是否使用木马计。商标作为我们日常生活中耳熟能详的语言现象之一,是对外汉语教育的活教材。商标是语言的凝练和再加工,是中国文化的一种浓缩,这种鲜活的教学资源对对外汉语教学而言,尤其是让学生感受中国文化,理解中文深层次内涵方面,具有重要意义。便于从另一个窗口使汉语学习者了解中国独有的文化和情感。本文运用“模因论”规律,揭示中国商标品牌名称的特点和内涵,意在给中国文化有兴趣的学习者和汉语学习者以中国文化方面的启示,同时也给教师的教学提供了一定的建议。
[Abstract]:Trademark is one of the most common language phenomena we come into contact with every day, and it is also an important window to transmit the cultural connotation of a country. This paper will study the brand name of Chinese trademark from the perspective of memetics. Memetics is the theory of cultural communication put forward by Richard Dawkins, which is still marginalized in China. Therefore, this paper first briefly discusses the origin of memetics and its significance to language, especially to trademark language, mainly based on Dawkins' theory, supplemented by Hayrigan, Blackmore, he natural and Zhu Zhiping, Chinese scholars. Examples are used to analyze and carry out a large number of statistics on 1385 randomly selected trademarks. After that, only the trademark, and only the Chinese trademark as the research object, broke through the previous trademark brand name research kidnapping and advertising research, trademark brand name must be cross-lingual research formula, "Trademark theory trademark", "on Chinese", And with memetics, the language phenomenon of trademark is systematically discussed. Thus, six key factors of a authentic Chinese trademark brand name are obtained, namely word number, meme quantity, trademark type, emotional hotkey, cultural intimacy and whether to use Trojan horse. As one of the familiar language phenomena in our daily life, trademark is a living teaching material for Chinese education as a foreign language. Trademark is a kind of condensed and reprocessed language and a concentration of Chinese culture. This lively teaching resource is of great significance for teaching Chinese as a foreign language, especially for students to feel Chinese culture and understand the deep-seated connotation of Chinese. It is convenient for Chinese learners to understand the unique culture and emotion of China from another window. Using memetics, this paper reveals the characteristics and connotation of Chinese trademark brand name, which is intended to enlighten the interested learners of Chinese culture and Chinese learners from the aspect of Chinese culture. At the same time, it also provides some suggestions for teachers' teaching.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H195
本文编号：2430858
[Abstract]:Trademark is one of the most common language phenomena we come into contact with every day, and it is also an important window to transmit the cultural connotation of a country. This paper will study the brand name of Chinese trademark from the perspective of memetics. Memetics is the theory of cultural communication put forward by Richard Dawkins, which is still marginalized in China. Therefore, this paper first briefly discusses the origin of memetics and its significance to language, especially to trademark language, mainly based on Dawkins' theory, supplemented by Hayrigan, Blackmore, he natural and Zhu Zhiping, Chinese scholars. Examples are used to analyze and carry out a large number of statistics on 1385 randomly selected trademarks. After that, only the trademark, and only the Chinese trademark as the research object, broke through the previous trademark brand name research kidnapping and advertising research, trademark brand name must be cross-lingual research formula, "Trademark theory trademark", "on Chinese", And with memetics, the language phenomenon of trademark is systematically discussed. Thus, six key factors of a authentic Chinese trademark brand name are obtained, namely word number, meme quantity, trademark type, emotional hotkey, cultural intimacy and whether to use Trojan horse. As one of the familiar language phenomena in our daily life, trademark is a living teaching material for Chinese education as a foreign language. Trademark is a kind of condensed and reprocessed language and a concentration of Chinese culture. This lively teaching resource is of great significance for teaching Chinese as a foreign language, especially for students to feel Chinese culture and understand the deep-seated connotation of Chinese. It is convenient for Chinese learners to understand the unique culture and emotion of China from another window. Using memetics, this paper reveals the characteristics and connotation of Chinese trademark brand name, which is intended to enlighten the interested learners of Chinese culture and Chinese learners from the aspect of Chinese culture. At the same time, it also provides some suggestions for teachers' teaching.
【学位授予单位】：云南师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：H195
【参考文献】
相关期刊论文 前3条
1 游玉祥;商标翻译中文化意象的灵活移植[J];安徽师范大学学报(人文社会科学版);2005年01期
2 徐荟;商标词翻译的互动性与跨文化差异[J];上海科技翻译;2004年03期
3 安亚平;中国名牌产品商标词译名分析及其翻译方法[J];上海科技翻译;2004年04期
，本文编号：2430858
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