品牌命名中的谐音双关:语篇视角与营销学视角的比较分析

Paronomasia in Brand Naming:Comparative Analysis between Discourse Perspective and Marketing Perspective

与其他语篇中使用一般词语构成双关不一样,品牌命名主要利用成语、惯用语、日常口语等熟语条件构造谐音双关,并且表里两种意义都是表达的重点。品牌名称中谐音双关的语言特点较好契合了品牌命名的语境,能有效实现指称产品类别、暗示品牌利益、引起消费者联想的品牌命名目标,并通过表达混合型广告诉求实现品牌的营销功能。

The marketer mainly uses idiom, locution and colloquial expression to form paronomasia in brand naming; while both of the surface meaning and deep meaning of the paronomasia appeared in brand name is the focus of expression. These two points are different from paronomasia in other discourses where general words are used for forming paronomasia and the deep meaning of paronomasia is the focus of expression. The attributes of the paronomasia appeared in brand name, which demonstrates a fixed type of advertising appeal, basically implements the brand naming requirements of designating the products or service catego- ry, suggests key products or service benefits, and arouses consumer＇s association or inference about the brand.