商标符号的意义及其表征

The Meaning and Representation of Trademark

意义是一个抽象的复杂概念,体现了人与世界的关系,意义的创造是人类认识自我、认识世界的最基本活动。对商标符号的意义及其表征的研究,必须将设计者赋予的含义、符号传达的含义和接受者阐释的意义都纳入到符号表征的意义结构中来,在阐释情境中更好地理解商标符号的意义。文章从符号意义结构、符号含义预设、符号含义传达、符号意义阐释等方面,探索性地论述了商标符号的意义及其表征的普遍规律和基本理论。

Meaning is an abstract complex concept, which represents the relationship between human beings and the world. The creation of meaning is the basic activity of human to know hi re re mself and the world. When researching the meaning of trademark＇s symbols and their presentations, we must include designer＇s given meaning, symbol-expressed meaning and ceiver-explained meaning to symbol＇ s representative structure in order to have a better erstanding of the trademark＇s meaning in the circumstance of elucidation. This article atively discusses trademark＇ s meaning and general rules and basic theories of its esentation from the aspects of symbol＇s meaning structure, meaning assumption, meaning express, and meaning explanation.