商标命名与文化

Trademark Naming and Culture

语言是文化的载体,与文化密不可分。商标命名是一种特殊的语言现象,因为它不仅体现命名者的审美趣味和审美意识,还涉及社会、文化、心理等诸多因素。商标命名源于特定的文化,具有特定的文化信息,因此文化语境对商标命名有制约作用;同时商标命名也反映文化、表达文化,具有文化传承的功能;因此进出口商标命名作为一种竞争型语言符号必须考虑文化语境。

The language is the cultural cartier,is inseparable with the culture.The trademark naming is a special language phenomenon, because it not only manifests denominator＇s esthetic interest and the esthetic consciousness, but also involves many factors such as society, culture, psychology and so on. The trademark naming originates from specific culture, therefore the cultural context has the restriction function to the trademark naming; Meanwhile the trademark naming also reflects the culture, expresses culture and inherits cultural. As a competitive language sign, the import and export trademark name should contains cultural context.