商标名称中的模因

Meme in Trade Marks

模因论是从一个全新的视角解读文化进化规律的一种新理论。模因论的核心概念是模因,模因通过语言得以复制和传播,因此也促进了语言的发展。模因在打造商标名称的过程中发挥了重要作用。商标名称中的模因有同构异义横向嫁接、同音异义横向嫁接、同构异型横向替换和同基异型横向替换四种特有类型。而商标名模因的独特性和依附性是商标名模因出现的特有原因。商标名模因虽然有助于商家打造独具特色的强势商标名,但是依附于强势模因的新商标名模因会在某种程度上给消费者造成错觉,存在着潜在的负面影响。

Memetics is a newly developed theory which explicates the evolutionary mechanisms of culture from the brand-new perspective. Memes benefit themselves by language in the process of replicating and transmitting and they also benefit the development of language. Memes play important roles in creating the trade mark. Based on the memetics, this paper explores the memetic phenomena in trade marks and analyzes the memetic types and the reason of the memetic phenomena appeared in trade mark. Although memes in trade marks can help the merchants brand the special strong memes in trade marks, to some extent, the new memes in trade marks which attach to the strong memes may cause illusion to consumers, and there exists the potential negative influence.