英汉商标命名机制的认知语言学诠释

A Cognitive Interpretation of the Mechanism for English and Chinese Brand Naming

命名是人的心理现象,对商标命名机制的研究离不开对认知心理的解释。运用认知语言学有关隐喻和换喻的理论对英汉商标命名进行分析,发现二者存在很大程度上的共性:在"生产"理想认知模式中,命名者均采用了概念换喻,如"产地代产品"、"生产者代产品"等;在"广告"理想认知模式中,正是隐藏于消费者背后的概念换喻"抓"同商标词背后的概念隐喻"兴趣"之间的互动,使得广告中如此命名的商品具有吸引力,并最终导致消费者的购买。

Through detailed research into English and Chinese brand names with the help of the cognitive theories of metaphor and metonymy, it is discovered that the English and Chinese brand naming are to a great extent similar. In ＂producing＂ ICM （Idealized Cognitive Model）, conceptual metonymies like ＂ producing place for product＂, ＂producer for product＂ are employed in both English and Chinese brand naming. In ＂advertising＂ ICM, it is the interaction between the conceptual ＂ grabbing＂ metonymy and ＂ interest＂ metaphor that makes the advertised product desirable and purchased by the consumer.