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1、毕业论文（设计）TheRelationshipBetweenColourWordsandSuccessfulBusiness1.Introduction12．Colourwordsandculture42.1Thedefinitionofculture42.2Thedefinitionofthecolourword52.3Differencesofculturalconnotationsincolourwords62.3.1Theinfluentialelementsofdifferentsymbolicmeaningso
2、fcolourwords62.3.2Thesymbolicmeaningsofcolourwords102.3.3Tabooofcolourwordsinvariouscountries123.Colourwordsandsuccessfulbusiness143.1Analysingtheusageofcolourwordsincommercialadvertisement143.2Analysingtheusageofcolourwordsingoodspacking183.3Analysingtheusageofco
3、lourwordsinsales203.3.1Colourwordsappearinclothingbusiness203.3.2Colourwordsappearinmobilephonebusiness224.Conclusion23References251.IntroductionColourwords,inviewoftheirquantitiesandpragmaticfunction,playanimportantroleincontemporaryChinesevocabulary.Especiallyin
4、rhetoricfield,expertsaresetonstudyingthemeaningofcolourwordsthroughcollectinghistoricalmaterialsandanalyzingdifferentlanguages.“Onemaystatethatnoseriousresearcherofcolournomenclaturecanaffordtoignorethosefar-reachingfindingsobtainedbyrelatedsciences.Forthisreason,
5、acriticalreviewofthiscorrelation,onethatisboththeoreticalandpractical,appearstobenecessaryandimportant”(杨永林,2002).ThestudyofcolourwordscanbetracedbacktoPlatoandAristotle.Itinvolvessweaterandenduringcontributionsontheprocessofachievement,andmorethan2,500yearshavepa
6、sseduptonow.Thehistoryofcolourwordsresearchis,atthesametime,the26毕业论文（设计）historyofafiercebattlebetween“culturaldeterminism”and“linguisticevolutionism”.Thesetwomaintheories,whichhavebeenconsideredastwobasicstandingpointsofcolourcognitiveresearch,havebeenwildlysprea
7、d.Beforethenineteenthcentury,therewasapopularassumptionthatthecolourwordssystemcontainedsomefeaturesoflinguisticrelativityandreflectedtheculturaldeterminism,thatis,colourwordswerelinguisticallyrelativeandsemanticallyculture-specific.Thisassumptiondevelopedfromcare
8、fulresearcheswhichassociatedwithAnthropology,EthnologyandPan-cultureinabroadsense.Tothemiddleofnineteenthcentury,“culturaldeterminism”and“linguisticrela
