英汉商标名的文化内涵对比研究摘 要
在愈演愈烈的市场竞争中，某款产品的名字可以使一个公司成功的关键因素， 因其表现出该公司的形象、信用和经济实力，同时，一个响亮的品牌名还可以打开国际市场，创造巨大的财富。中英品牌名作为一种文化现象，广泛存在我们的现实社会生活中，使公众很快想到某种商品，将有利于商品的推广，另外其还可以增添生活乐趣。但是我们要清楚，中英商标名是有差异的，我们必须要弄清楚这个方面。
本文先介绍商标名与文化之间的关系，因为商标名或多或少是受到文化因素的影响。本论文由四个章节构成。第一章简要地介绍商标名的定义以及其与文化的链接。第二章分别就英语商标名和中文商标名的文化内涵进行分析。第三章侧重于中英文商标名异同进行研究，从而清楚在制定商标名时要注意的事项，例如其由来，其作用和其对大众的影响力。最后得出结论：商标名在不同的文化背景下所反映出的文化内涵是不同的。毕业论文http://www.751com.cn/
关键词: 商标名；文化内涵； 相似点；不同点
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ABSTRACT I
摘 要 II
1 Introduction 1
2 An Analysis of Cultural Connotation of Brand Names 2
2.1. The Cultural Source of English and Chinese Civilizations 2
2.2 The Cultural Outlook of English Brand Names 2
2.2.1 Names from Myths 3
2.2.2 Names From Individuals and Places 3
2.2.3 Loanwords 4
2.3 The Cultural Outlook of Chinese Brand Names 5
2.3.1 Myth-and-allusion-related Names 5
2.2.2 Family Names and Place Names 5
2.3.3 Names of Animals and Plants 6
2.3.4 Chinese Literatures 6
2.3.5 Colors and Numbers in Use 7
2.3.6 Time-honored Brand Names 7
Chapter 3. The Similarities and Differences of Cultural Connotation of English and Chinese Brand Names 8
3.1 Similarities of Cultural Connotation of both Brand Names 8
3.1.1 Symbolic Meanings 8
3.1.2 Pun:a Name with Double Effects 9
3.1.3 Positive but Not Negative 10
3.1.4 Gender Orientation 10
3.2 Differences of Cultural Connotation of both Brand Names 11
3.2.1 “Image” VS. “Phonology” 11
3.2.2 “Elegance” VS. “Things Real And Actual” 12
3.2.3 “Fame” VS. “Significance” 12
3.2.4 English Brand Names Are Catchier than Chinese Counterparts 13
4 Conclusion 14
References 15
Acknowledgements 16
1 Introduction
Brand names are titles and symbols of corporations, denoting quality and performances of products and representing corporate integrity and cultures. What’s more, they embody profound connotations. Brand names undoubtedly are the invisible assets of companies. In the background of commercial competitive era in the business world, brand names play a more important role. As the vital part of a corporate logo, not only does a brand name generate visual and acoustical effects, but it is the weapon to help set up a sound corporate image. In a word, it is the catchy, natural, connotative and innovative names that capture the eyes of people. English and Chinese brand names that show the generality and peculiarity of the complex psychological activities can be reflected in the similarities and differences between the eastern and western cultures.毕业论文http://www.751com.cn/
Only by contrast can we know what is in common and what is special. With the approach of contrast, this essay will deal with the brand names from the perspectives of cross-cultural communication with its concerning study and psychological impacts on customers to show cultural connotation of English and Chinese brand names.
The study of the concerning fields contributes to linguistics, the study of advertisement and above all, the understanding of certain cultures. In this way, brand names have become an international language, like Facebook, Gree, Sony, etc.2140
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