英语商标名的词汇特征分析

论文摘要

随着经济的高速发展和中国加入世贸组织,各种各样的商标名已渗透到人们的生活中,商标命名作为一个新兴行业在经济竞争中扮演着越来越重要的角色。为了吸引消费者的注意力,实现其促销目的,商标命名者十分注重商标名的选择,因为一个成功的商标名能够给企业带来更多的优势。商标名的选择受到产品或服务本身的特点以及市场和社会需求等因素的影响。但是,到目前为止,人们对英语商标名的语言特点的研究仍处于初步阶段,本文对商标命名从词汇特征角度进行比较系统的分析研究,并找出英语商标名的独特之处。本文旨在通过分析英语商标名的词汇特征,总结英语商标名与普通英语的关系与区别,以期达到帮助商标命名者和商标翻译者掌握其特点,从而设计出更好的商标名的目的。本文采用定性分析法,在词汇学、形态学和语义学的基础上分析英语商标名的词形和语义特征,总结其独特之处。英语商标名可以追求不同寻常的外形和含义,从而给消费者留下深刻的印象。本文还从词源、音节、构词、词义四个角度分析英汉商标名的差异。本文的初步结论为不论在词形方面还是在语义方面,英语商标名都具有鲜明的特征,与汉语商标名有诸多不同之处。笔者建议商标命名者和商标翻译者应充分利用语言学理论从不同角度考虑商标的命名和翻译。

论文目录

• 摘要
• ABSTRACT
• Chapter One Introduction
• 1.1 The significance and purpose of present study
• 1.2 Data collection and research methodology
• 1.3 Organization of the thesis
• Chapter Two Literature Review
• 2.1 Overview
• 2.2 Brands and brand names
• 2.2.1 Definition of brand and brand name
• 2.2.2 History and function of brands
• 2.2.3 Characteristics and classification of brand names
• 2.2.4 General survey of brand naming
• 2.3 Previous studies of brand names
• 2.3.1 Studies on brand names from the perspective of economy
• 2.3.2 Translation and culture studies on brand names
• 2.3.3 Linguistic studies on brand names
• 2.4 Comment on the literature
• Chapter Three Theoretical Framework
• 3.1 Overview
• 3.2 Lexicology
• 3.2.1 Morphology
• 3.2.1.1 Morpheme
• 3.2.1.2 Inflection
• 3.2.1.3 Word-formation
• 3.2.2 Semantics
• Chapter Four Analysis of English Brand Names from Lexical Perspective
• 4.1 Morphological analysis of English brand names
• 4.1.1 Inflectional analysis of English brand names
• 4.1.2 Word-formation processes in English brand names
• 4.1.2.1 Main word-formation processes in English brand names
• 4.1.2.2 Minor word-formation processes in English brand names
• 4.2 Lexical meaning of English brand names
• 4.2.1 Analysis of brand names with traditional semantics
• 4.2.2 Leech’s theory applied in brand names
• 4.2.2.1 Conceptual meaning
• 4.2.2.2 Associative meaning
• 4.2.2.3 Thematic meaning
• Chapter Five Differences between English and Chinese Brand Names
• 5.1 Difference in source
• 5.2 Difference in syllable
• 5.3 Difference in word structure
• 5.4 Difference in meaning
• Chapter Six Conclusion
• 6.1 Conclusion of the thesis
• 6.2 Limitations and suggestions
• Bibliography
• 个人简介
• 导师简介
• Acknowledgements