本文關(guān)鍵詞： 商標 聲音象征 文化　出處：《吉林大學(xué)》2007年碩士論文　論文類型：學(xué)位論文

【摘要】： 商標是商品經(jīng)濟高度發(fā)展的產(chǎn)物,是當(dāng)今經(jīng)濟生活的一個重要方面。作為商品區(qū)別性標志的商標成為我們認識商品的第一扇窗,決定著該商品給消費者的第一印象,因此商標的創(chuàng)意和設(shè)計顯得尤為重要,商標的重要意義也被人們廣泛認識。 20世紀初期,隨著世界商品經(jīng)濟的繁榮,廣告學(xué)和市場學(xué)開始創(chuàng)立。眾多的學(xué)者對此進行調(diào)查研究,形成了各自嚴密的科學(xué)體系。盡管這兩門學(xué)科中對商標都有涉獵,卻也只是蜻蜓點水,以商標語言為研究對象的科研及實踐活動沒有相應(yīng)展開。直到20世紀末期,隨著市場學(xué)和廣告學(xué)的進一步發(fā)展和完善,大規(guī)模市場調(diào)研和計算機技術(shù)的成熟,商標才得到飛速的發(fā)展。人們意識到商標本身大都具有對商品的廣告宣傳作用。正因為如此,各國商家在設(shè)計商標時,無不精心考慮,力求清新典雅,簡潔引人。其中大多數(shù)都有自己的寓意和淵源。在廣告信息發(fā)達的國家中,隨著廣告無孔不入的宣傳,許多商標和商品名稱已經(jīng)滲透到社會的各個方面。它們不再僅僅是市場營銷學(xué)的研究范疇,而且涉及到了語言學(xué)、社會學(xué)、文學(xué)、心理學(xué)、工業(yè)設(shè)計、法律等。以創(chuàng)造品牌為研究對象的著作也陸續(xù)問世。 和國外的研究相比較,國內(nèi)關(guān)于商標的研究起步相對晚一些。改革開放以后,國門打開,我國與世界各國的經(jīng)濟貿(mào)易關(guān)系日益密切,對外文化交流日趨廣泛。在對外交往中,我們越來越多地接觸到種類繁多的商標及商品名稱。我們需要借鑒國外優(yōu)秀商標的創(chuàng)作理念來指導(dǎo)民族企業(yè)創(chuàng)出自己的名牌走出國門,參與世界競爭。我們也需要從世界品牌中窺探到商品推銷的法則和技巧,了解國外的文化和潮流。 多數(shù)學(xué)者從文化差異與商標翻譯的角度討論了外國品牌漢譯的方法與技巧,民族企業(yè)創(chuàng)立國際商標的原則和命名商標時應(yīng)注意的文化禁忌等,鮮有商標與語音的關(guān)系的研究。本課題以社會及文化環(huán)境作為背景,以語言學(xué)的視角,系統(tǒng)分析了英語商標詞匯的來源、構(gòu)詞的語言學(xué)理論基礎(chǔ)以及對現(xiàn)代英語的影響。作者通過對音位語意學(xué)(phonosemantics)這一領(lǐng)域的研究與揣摩,結(jié)合對上千條英文商標的語音分析,發(fā)現(xiàn)兩者之間存在一定的聯(lián)系。每一個語音根由于不同的發(fā)音部位,具有其自然的含義。這些音在人們的意識中和某種品質(zhì)相聯(lián)系。因此可以利用聲音與象征發(fā)生的聯(lián)想來命名商標。例如,【a:】【?:】在英語中屬于后元音、開音節(jié),是兩個最強的元音。它們的讀音響亮渾厚,在聲音象征主義(sound symbolism)中可象征大、堅固和沉重感,是典型的男音節(jié)。因此,商標里有這兩個音似乎可以象征某種沉雄的品質(zhì),多用于男性商品。 這樣使產(chǎn)品的性質(zhì)與商標更加契合,產(chǎn)品形象具體生動,拉近與消費者的距離,也有助于宣傳產(chǎn)品。另一方面,消費者也可以根據(jù)商標的名稱初步判斷產(chǎn)品的性質(zhì)、用途和特點,為商品選擇提供初步的向?qū)А?除此之外,本文還討論了商標與文化的關(guān)系,英漢商標的文化差異和在英漢商標翻譯時應(yīng)注意的事項和文化禁忌;闡述了不同時代語言的文體特點,進而介紹不同時代商標的文體特點。因為語言是商標的載體,不同的語言風(fēng)格必然對商標詞匯施與重要的影響。 商標詞匯對現(xiàn)代英語也施與了一定的影響,主要是詞匯和修辭方面。由于一些商標的廣泛傳播,它已代替這一類產(chǎn)品的總稱,而失去其商標詞的專有性。一些商標詞更跨越了其屬性成為了形容詞、動詞,躋身于各類詞典中,被人們廣泛使用。商標在使用過程中也繼承了其品牌的特性和品質(zhì),因此具有比喻和象征等修辭作用。 商標的語言學(xué)層面研究有助于中國企業(yè)的商標設(shè)計者借鑒國外的優(yōu)秀商標,考慮文化差異,創(chuàng)造出國際品牌。在商標命名時,要注意文化對跨國貿(mào)易的影響,充分了解各國的文化傳統(tǒng),尊重他國風(fēng)俗習(xí)慣,避免文化禁忌出現(xiàn)在商標上,影響民族感情和經(jīng)濟交流。同時,也要竭力保護漢語的規(guī)范性。商標翻譯應(yīng)盡可能地體現(xiàn)民族風(fēng)格,展示商品民族特色。 希望這種研究有助于更好地研究外國商標的優(yōu)點和特點,從小小的商標了解外國精神文化風(fēng)貌,更深刻地理解不同的文化背景、不同的價值觀、不同的思維模式對商標語言的創(chuàng)造、使用產(chǎn)生巨大的影響;而且也為我國企業(yè)家和品牌設(shè)計人員提供依據(jù)和參考,促進我國漢字商標的國際化,推出更具國際形象的英語商標,振興民族工業(yè),走向世界。
[Abstract]:A trademark is a product of highly developed commodity economy, is an important aspect in today's economic life. As a commodity from the trademark as we know the first window of commodities, determines the commodity consumer's first impression, so creative and design trademark is particularly important, the importance of trademark has been widely recognized.
In early twentieth Century, with the prosperity of the commodity economy, advertising and marketing started. Many scholars have investigated the formation of the scientific system of strict discipline. Although the two of trademarks are covered, but only superficially, by taking the slogan for the scientific research and the practice of language objects without the corresponding expansion. Until the end of the twentieth Century, with the further development of marketing and advertising and perfect, large-scale market research and development of computer technology, trademark to get rapid development. People realize that brand itself has large advertising of goods. Because of this, all businesses in the design of a trademark, without careful consideration strive, fresh and elegant, concise and attractive. Most of them have their own meaning and origin. In the advertising information in developed countries, with ads get in by every opening propaganda, many Trademarks and commodity names have penetrated into every aspect of the society. They are no longer just the research category of marketing, but also involve linguistics, sociology, literature, psychology, industrial design, law, etc. the works that create brand as research object are coming out one after another.
Study and compared to foreign, domestic research started relatively late. Some marks on the opening, after the reform and opening up, China and the world economic and trade relations, cultural exchanges become more and more widely. In foreign relations, we are increasingly exposed to various kinds of trademarks and trade names. We need to learn from excellent foreign trademark creation concept to guide national enterprises to create their own brand to go abroad, to participate in the world competition. We also need from the world brand into merchandising rules and techniques, and understand the cultural trend abroad.
Most of the scholars from the cultural differences and translation of trademarks discussed the methods and techniques of the translation of foreign brands, national enterprises founded the international trademark and the principle of trademark names should pay attention to cultural taboos, study on the relationship between the trademark and the little voice. This subject to the social and cultural environment as the background, in the perspective of system. Analysis of the sources of English trademark words, linguistic theory of word formation and influence on modern English. Based on the phoneme semantics (phonosemantics) research and study in this field, combined with the analysis of speech to thousands of English trademarks, found that there is a certain relationship between the two. Each speech caused pronunciation different parts, has its natural meaning. These sounds linked in people's consciousness and some quality. So we can use voice and symbol the Lenovo name trademark. For example, [a:] [?:] in English belongs to the vowel syllables, is the two strongest vowels. Their pronunciation loud and vigorous, in sound symbolism (sound symbolism) can be a symbol of great, strong and heavy feeling, is a typical male syllable. Therefore, the two tone seems to be a symbol of good quality brands, many men for goods.
The nature of trademark products and more fit, product image vivid, closer to the consumer, also helps to promote products. On the other hand, consumers can also according to the trademark name of the preliminary judgment of the nature of the product, purpose and characteristic, provide preliminary guide choice for goods.
In addition, this paper also discusses the relationship between trademarks and culture, cultural differences between English and Chinese trademark and should be paid attention to in the translation of English and Chinese trademark matters and cultural taboo; expounds the stylistic features of language in different times, and then introduces the stylistic features of different times trademarks. Because language is the carrier of trademark, the influence of different language style inevitably application of trademark words and important.
The effects of trademark words and some of the modern English vocabulary and rhetoric, is mainly due to the wide spread. Some trademark, which it has replaced this type of product, and lose its trademark words. Some proprietary trademark words more than its attributes as adjectives, verbs, among all kinds of in the dictionary, is widely used. In the process of using the trademark also inherited the characteristics and quality of the brand, so it has such rhetorical metaphor and symbol.
The linguistic level of trademark helps China enterprise logo designers draw excellent trademark abroad, consider cultural differences, to create international brand. In brand naming, attention should be paid to the cultural influence on international trade, fully understand the national culture tradition, respect his country's customs and habits, avoid cultural taboos appeared in trademark, influence national sentiment and economic exchanges. At the same time, also want to protect. The standardization of Chinese trademark translation should as far as possible to reflect the national style, the display of goods of national characteristics.
The advantages and characteristics of hope this study helps to better study the foreign trademark, trademark from the little understanding of foreign culture and the spiritual style, a more profound understanding of different cultural backgrounds, different values, create different thinking modes of trademark language use, have a huge impact; but also provide the basis and reference for me Chinese entrepreneurs and brand design staff, to promote the internationalization of Chinese characters trademark, the introduction of more international image of English brand, revitalize national industry, to the world.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：H315

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