商标命名的认知转喻研究

A Cognitive Metonymic Study of Branding

本文旨在借助认知转喻理论探究商标命名的构建机制。研究发现,转喻之于商标命名具有普适性。一方面,根据域扩展转喻机制和域压缩转喻机制,商标命名在"商品ICM"下可分为"生产地"替代"商品"、"生产原料"替代"商品"等六类;另一方面,从Langacker概念转喻的理论视角观之,商标命名的转喻机制受体验原则、文化择取、关联原则的制约。

The present paper is supposed to explore the constructive mechanism of branding on the basis of cognitive metonymy theory. It shows that as far as branding is concerned, metonymy has universal characteristics. On the one hand, according to domain reduction and domain expansion, branding can be classified into six types within commodity ICM （ Idealized Cognitive Model） , such as ＂place for product＂, ＂ingredient for product＂. On the other hand, aeeording to Langacker＇s theory of conceptual metonymy, the constructive mechanism of branding is controlled by the principle of experientialism, the principle of cultural selection, and the principle of relevance. This study also shows that metonymy mechanism of branding has both universal and national characteristics.