大连市本地品牌中英文命名的语言学分析

The Linguistic Analysis of Dalian Local Chinese and English Brandnames

大连本地不断涌现出一些知名品牌,但总体数量少,影响力有限。从语言学角度出发,我们对所收集到的大连本地近300个产品的中英文品牌名称进行分析,发现其品牌名称遵循了汉英各自的语言特点,形成了自身的规律,但也存在一些问题如:字词生僻、品名异化现象较多、以熟悉度受限制的人名地名命名、大量拼音替代英文名称等,建议在今后的本地品牌命名中加以改进。

Many famous brand names appear in Dalian these years,but as a whole the amount is small,and the influence of these brand names is limited.The paper analyzes the main rules and existing problems of brand naming in Dalian＇s 300 products in the perspective of linguistics.The findings suggest that Dalian local brandnames follow the linguistic features and at the same time evolve their own characteristics,but problems also exist such as strange words and phrases used in brand names,over-foreignized brand naming,less well known people＇s name as brand name,less well known place name as brand name,using Pinyin as English brand names,etc.Relevant advices are put forward so as to contribute to the later brand naming in Dalian.