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1、商标英语的语言特点OntheLinguisticCharacteristicsofBrandingEnglishABSTRACTInthecirculationofcommodities,brandisasymbolofacommodity.Namingasuccessfulbrandtopromotethecommoditiesandtofosteragoodandhealthycompanyimageisthemainwayofdigginginternationalmarketpotentialandacceleratinginte
2、rnationaltradedevelopment.Ifmarketingisawar,asuccessfulbrandisthekeytowinthewar.ThereareagreatvarietyofdifferencesbetweenChinesecultureandwesternculture.AsuccessfulChinesetranslationofanEnglishbrandisofprimeimportanceinthemarketofChina,andviceversa.Onlywhenwepaymuchattent
3、iontothelinguisticcharacteristicsofabrandandusepropertranslatingstrategiesandtechniques,canwetranslatethebrandsuccessfully.InthispaperwepresentananalyticalstudyofthelinguisticcharacteristicsofbrandingEnglishintermsofculture,linguisticsandrhetoric.Therefore,wecanrealizethe
4、significanceandtheregulationsofnaminganEnglishbrand,andunderstandtheculturalconnotationofanEnglishbrand.Thispaperisdividedintofourparts.Firstly,weintroducethehistory,cultureandthethreedevelopmentstagesofbrandnaming.Secondly,weanalyzethelinguisticcharacteristicsofbrandingE
5、nglish.Thirdly,wesummarizethefiveprinciplesofbrandnaming.AndlastlywearriveataconclusionthatthestudyofbrandingEnglishisofgreatsignificance.Keywords:brand,brandingEnglish,linguisticcharacteristicsIV摘要在商品流通中,商标是代表商品的符号。借助商标宣传商品,树立良好的企业形象,已成为各国挖掘国际市场潜力和促进国际贸易发展的重要途径。如果把营销比喻成一
6、场战役,那么成功的品牌名称就像一面不倒的军旗。中华文化与西方文化差异较大,因此外国品牌要打入中国市场,必须慎重考虑其翻译问题,反之亦然。然而对品牌名称进行翻译,就必须了解其语言的特点,采用恰当的翻译策略和技巧,这样才能使商标英语翻译表达得恰如其分。本文通过研究商标英语的语言特点,从其不同文化角度,语言修辞角度等进行论述,从而得出商标命名的意义和规范,理解商标的文化内涵。本文分为四大部分:第一部分,介绍商标命名的历史文化,及其发展的三个重要时期;第二部分,从语言学角度分析了商标名称的语言特点;第三部分,总结当今社会商标命名的五大原则;最后得
7、出研究商标英语具有重大意义的结论。关键词:商标;商标英语;语言特点IVCONTENTSAbstractⅠ摘要Ⅱ1Introduction11.1TheDefinitionofBrand11.2TheHistoryofBrand11.3TheThreeDevelopmentStagesofBrandNaming32TheLinguisticCharacteristicsofBrandingEnglish.62.1MorphologicalCharacteristics62.1.1AcronymandInitialism72.1.2Backr
8、onym72.1.3Clipping92.1.4Compounding102.1.5Ellipsis112.1.6Haplology112.1.7MorphologicalBorrowing1