论商标语言的变异性

On the Variety of Trademark Language

商标是商品的名称,它可能给企业带来巨大的无形财富,因此,打造有市场竞争力的商标是现代企业最重要的营销决策。商标命名是语言的艺术,很青睐修辞上的“语言变异”行为,这种“变异”涉及语音变异、词汇(包括语义)变异、语法变异三个方面,具有重要的语用价值。

The trademark is the commodity name, which gives the enterprise possibly to bring the huge immaterial wealth, Therefore making trademark which has the market competitive power is the modern enterprise most important market decision making. The trademark naming is a language art in favor of “the language variation” in rhetoric, i.e. there are many language variation behaviors in trademarks. This kind of “variation” involves the some aspects of the language essential factors： trademark language pronunciation variation, trademark language glossary （ including semantics） variation and trademark language grammar variation.