中国近代商标名称的语义考察

A Semantic Study of Chinese Contemporary Brand Names

中国近代商标名称所用的词语有74%是选用已有的,有75.5%是单义的,有56.2%是无感情色彩的,有86.1%是无语体色彩的,有70.5%是有形象色彩的,有37.5%是有文化色彩的。商标名称的理性意义体现了汉民族的价值观念,色彩意义体现了汉民族的思维方式和审美情趣。考察探讨商标名称语义,可引导企业在商标命名时注重语义因素和文化元素的融合,创立起更具竞争力的商标名称。

Among Chinese contemporary brand names, 74% use existing words, 75.5% are univocal, 56.2% are non-emotional, 86.1% carry no stylistic characteristics, 70.5% reflect image association and 37.5% are endowed with cultural features. The rational meaning of brand names reflects the values of Chinese people while the varieties of colors contained distinctly show the way of thinking and aesthetics of Chinese people. The semantic study of trade names might help result in the attention of the business to the integration of semantic and cultural factors in naming so as to establish more competitive trademarks.