模因论视角下商标词及其文化语境研究

发布时间：2018-01-06 20:38

本文关键词：模因论视角下商标词及其文化语境研究　出处：《北京林业大学》2016年硕士论文　论文类型：学位论文

【摘要】：商标词是商品的生产者或经营者为了使自己的商品或服务区别于其它商品或服务而使用的一种标志。商标词是企业的“黄金名片”,是走向国际市场的“通行证”,在某种程度上,影响着消费者的购买欲。好的商标词能促进品牌的发展,提高产品的知名度。国内外许多学者已经从不同的视角对商标词进行了研究和分析。本文通过借鉴前人的研究成果,试图从一个新的角度—模因论,来研究商标词。模因论是基于达尔文进化论解释文化进化的新理论,在模因论中, “模因”是最核心的术语。任何信息只要可以通过“模仿”而被“复制”,就可称为模因。模因,是文化信息传播的基本单位。从模因论角度看,语言不仅是模因的载体,而且本身也是一种模因,商标词作为特殊的语言与模因,尤其是与语言模因有着不可分割的联系。基于语言模因和Heylighen的模因选择标准,本文首先探讨了语言、商标词、和模因的相互关系,从而为进一步研究商标词模因奠定了基础。商标词模因为了被更多的消费者接受、传播,必须要满足一定的选择标准,例如简单性、实用性、新颖性、连贯性等。此外,商标词模因不仅仅是语言现象,而且是一种文化现象。因此,结合模因论,本文重点研究文化语境(包括跨文化语境)中商标词模因在产生及传播过程中涉及的文化因素,并对强势商标词的特点以及它们是如何满足目标客户的心理需求进行了分析与研究。同时,本文通过对商标实例的分析和讨论探讨了创造强势商标词模因的原则和策略,特别是如何在跨文化语境传播中对商标词模因进行适当的修改与调整,以避免产生文化冲突。因此在定性研究的基础上,本文着眼于解决以下四个问题： (1)语言、商标词与模因之间存在哪些内在关系?(2)为了达到产品促销的目的,商标词模因应具备哪些选择标准?(3)在建立商标词模因时,应考虑哪些文化语境因素?(4)创造强势商标词模因的策略和方法是什么?第一个问题的解答是基于对语言模因的研究得出,而后三个问题的解答则结合实例分析得出。最后,本文归纳总结了该研究成果,并指出该研究的局限性以及对未来研究的建议。模因论为研究商标词提供了一个新视角。希望本研究能为商标设计者在创造有竞争优势的商标词(即强势商标词)时,提供一些有价值的启发：也希望有助于商务英语的学习者和教授者更加深入地学习和理解商标词隐含的文化因素以及在不同文化语境中的传播与使用。
[Abstract]:The trademark word is a symbol used by the producer or operator of a commodity in order to distinguish his goods or services from other goods or services. The trademark word is the "golden business card" of an enterprise. Is the international market "pass", to some extent, affect the consumer's desire to buy. Good trademark words can promote the development of the brand. Many scholars at home and abroad have studied and analyzed trademark words from different perspectives. This paper tries to use for reference the previous research results from a new perspective-memetics. Memetics is a new theory based on Darwinian evolution to explain cultural evolution. In memetics, "meme" is the core term. Any information can be "copied" by "imitation". From the perspective of memetics, language is not only the carrier of memes, but also a kind of meme itself, and trademark words as a special language and meme. In particular, there is an inseparable relationship with linguistic memes. Based on the criteria of language meme and Heylighen's meme selection, this paper first discusses the relationship among language, trademark words and memes. It lays a foundation for further study of trademark meme. Trademark meme has been accepted and disseminated by more consumers, so it must meet certain selection criteria, such as simplicity, practicability and novelty. In addition, the meme of trademark words is not only a linguistic phenomenon, but also a cultural phenomenon. This paper focuses on the cultural factors involved in the emergence and dissemination of trademark memes in the cultural context (including cross-cultural context). And the characteristics of strong trademark words and how they are to meet the psychological needs of the target customers are analyzed and studied. At the same time. Through the analysis and discussion of trademark examples, this paper discusses the principles and strategies of creating strong trademark memes, especially how to modify and adjust trademark memes in cross-cultural context. Therefore, on the basis of qualitative research, this paper focuses on solving the following four problems: language, trademark words and memes, what is the internal relationship between them? 2) in order to achieve the purpose of product promotion, what are the selection criteria for trademark motifs? 3) what cultural context factors should be taken into account in the establishment of trademark meme? What are the strategies and methods of creating strong trademark memes? The answer to the first question is based on the study of language memes, and the answers of the last three questions are based on the analysis of examples. Finally, this paper summarizes the results of the research. The limitations of this study and suggestions for future research are also pointed out. Memetics provides a new perspective for the study of trademark words. It is hoped that this study can provide trademark designers with a competitive advantage in creating trademark words (. The word "strong trademark". Some valuable inspirations are provided: it is also hoped that it will help business English learners and professors to learn and understand more deeply the cultural factors implied by trademark words and their dissemination and use in different cultural contexts.
【学位授予单位】：北京林业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：H030

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