从语言的经济价值角度谈英文商标词的设计原则

On the Designing Principles of English Trademark Words from a Perspective of the Economic Value of Language

随着中国正式加入 WTO和 2 1世纪的经济全球化 ,国产商品要打入国际市场应该具有一个响亮而又漂亮的英文商标名 ,这是由英文这种语言的经济价值决定的。为使英文商标承载巨大的经济价值 ,商标设计者需充分考虑英文商标词的响亮度 ,英文修辞手段 ,英文字母的拟状、会意功能 ,受众的接受心理 ,跨文化传播的得体性和美学原则。

With China's access to WTO and the global economy in the 21st century, Chinese commodities must employ a good English trademark in the foreign market, which is determined by the theory of the economic value of the English language. To achieve this, trademark designers should take the followings into full considerations: the loudness of the English trademark, the employment of the English figurative language, the symbolic meaning of the English alphabets, people's consumptive psychology, the appropriateness in the inter cultural transmission and the principle of beauty.