Research on the Cultural Connotations in Chinese and Western Brands

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1、中西品牌用词与其文化内涵关系的研究ResearchontheCulturalConnotationsinChineseandWesternBrandsAbstract:Brandnaming,aburgeoninglinguisticindustryderivedintheUSmorethan20yearsago,withthedevelopmentofITindustryandneweconomycenteredaroundSiliconValley,hasbeenflourishingasanpracticalbusinessapplic

2、ationoflanguagewithpotentialmulti-disciplinaryintereststolinguisticcommunity.Withbriskdevelopmentofscienceandtechnology,productpublicityplaysanimportantroleinacounty’sexpansionofinternationalmarketsandthedevelopmentoffamousbrandproducts,andculturalconnotationsinbrandsareani

3、ntegralpartofproductpublicity.BasedondataofChineseandWesternbrandnames,thispaperattemptstomakeanresearchonthebrandnamingfromculturalaspects,elaboratetheprinciplesofclassificationinbrandnamingandoffersomeexamples.ForfurtherunderstandingonculturalconnotationsinChineseandWeste

4、rnbrands.Thispaperwillfirstintroducethenationalandinternationalliteraturereview,secondillustratesthebasictypesofbrandnamesandprincipleofbrandnaming,andthenfocusonthemainclassificationofbrandnamingandculturalconnotations,finallyanoverviewofthisstudyandfutureresearch.Keywords

5、:brandnaming；culturalconnotations；Chinesebrand；Westernbrand摘　要：品牌命名，二十多年前萌芽于美国的一个语言学新产业，随着以硅谷为中心的IT业及新经济的发展，今天己成为商界运用潜在的语言学多学科知识的一种重要形式。在科技高速发展的今天,产品公共化在拓展国际市场和发展名牌产品中扮演重要角色，而品牌的文化内涵是必不可少的组成部分。基于所收集到的中西品牌名称，本文将从文化方面研究品牌命名，详尽阐述品牌命名的分类原则并且附于实例。为了更好的了解中西品牌用词的文化内涵，本文将首先介绍国内外有关文

6、献综述,其次说明品牌的基本类型及命名的原则，然后详述品牌命名的主要分类及其文化内涵，最后概述本研究和将来研究的设想。关键词：品牌命名；文化内涵；中国品牌；西方品牌ContentsI.Introduction…………………………………..……….…….………1II.LiteratureReview………………….…………………………...…....1A.Nationalresearch………….…………….…...…….….…..……..…..1B.Internationalresearch………….…………...………...………….....

7、..2III.RelationshipbetweenCultureandBrandNaming….…………....3A.Definitionofculture………………………….……………...…….…3B.Definitionofbrand……………...………..…….……………….……3C.Relationshipbetweencultureandbrandnaming……………..………..4IV.BrandNamesandBrandNaming….…..…………………………..4A.Basictypesofbrandnames……

8、…………………………….…..……4B.Principlesofbrandnaming……………...………..…………...……4V.TheMainClassif