模因论视角下商标词研究

发布时间：2018-03-29 12:34

本文选题：商标词　切入点：模因论　出处：《西安外国语大学》2012年硕士论文

【摘要】：商标词，作为商品生产者或经营者为使自己的商品区别于其他产品而使用的一种显著性标志，在一定程度上影响着消费者对产品的购买。一个好的商标词能提高产品的知名度，促进品牌的发展。国内外学者已经从不同角度对商标词进行过深入的剖析。本文通过借鉴前人对商标词的研究成果，试图从一个全新的角度—模因论，来探析商标词。模因论是基于达尔文进化论观点解释文化进化规律的一种新理论。模因，作为文化信息传播的基本单位，靠模仿传播而生存。从模因论角度看，语言本身就是一种模因，同时又是传播模因的媒介。语言模因可以在字、词、短语、句子、段落乃至篇章层面得到体现，只要他们被模仿并得到传播。商标词与模因，尤其是语言模因有着密切的联系。基于Heylighen的模因选择理论和语言模因论，本文首先探讨了语言、商标词、模因之间的相互关系，得出了商标词本身就是一种语言模因的结论。商标词模因，作为词汇模因的一种特殊形式，为了被更多的消费者接受、表达和传播，他们必须满足一定的选择标准，例如新颖性、简单性、连贯性、有用性等。另外，，就其本质而言，商标词模因不仅是一种语言现象，还是一种社会文化现象。因此，结合模因论，本文还探讨了跨文化语境下商标词模因制造及传播过程中需要考虑的文化因素。根据以上分析结论，本文总结出创造强势商标词模因应遵循的一些原则，例如创造商标词应该尽量简单、新颖，避免与同类商品的其他知名商标词类似；要考虑目标客户的不同需求；尤其要注意在跨文化语境传播时，要对商标词模因进行适当的调整修改，以避免文化冲突。最后，本文也总结了目前研究的成果和局限性及对未来研究的一些建议。模因论为商标词的研究提供了一个新工具。希望本文的研究能为商标设计者打造有竞争优势的商标词提供一些有价值的启示；也希望有利于商务英语的学习者和教授者更加深刻的学习和理解商务英语，尤其是商标词。
[Abstract]:Trademark word, as a marked sign used by a commodity producer or operator to distinguish his goods from other products, to a certain extent, affects the consumer's purchase of the product. A good trademark word can increase the visibility of the product. To promote the development of brand, scholars at home and abroad have deeply analyzed trademark words from different angles. This paper tries to explore trademark words from a new angle, memetics, by referring to the previous research results. Memetics is a new theory to explain the law of cultural evolution based on Darwin's theory of evolution. As a basic unit of cultural information transmission, meme survives by imitation. From the perspective of memetics, language itself is a meme. Language memes can be embodied in words, words, phrases, sentences, paragraphs and even texts, so long as they are imitated and propagated. Trademark words are closely related to memes, especially language memes. Based on Heylighen's meme selection theory and language meme theory, this paper first discusses the relationship among language, trademark word and meme, and draws the conclusion that trademark word itself is a language meme. As a special form of lexical meme, in order to be accepted, expressed and disseminated by more consumers, they must meet certain selection criteria, such as novelty, simplicity, consistency, usefulness, etc. The meme of trademark words is not only a linguistic phenomenon, but also a social and cultural phenomenon. This paper also discusses the cultural factors to be considered in the process of the manufacture and dissemination of trademark memes in cross-cultural context. Based on the above conclusions, this paper summarizes some principles to be followed in the creation of strong trademark memes. For example, the creation of trademark words should be as simple and innovative as possible, avoid being similar to other well-known trademark words of the same kind; take into account the different needs of the target customers; and pay particular attention to the cross-cultural context of communication. In order to avoid cultural conflict, this paper also summarizes the achievements and limitations of the current research and some suggestions for future research. Memetics provides a new tool for the study of trademark words. It is also hoped that business English learners and professors will have a deeper understanding of business English, especially trademarks.
【学位授予单位】：西安外国语大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H030

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