新媒体时代商标名称的多模态阐释

A Multimodal Interpretation of Brand Names in the New Media Context

在新媒体环境下,商标名称不再是静态的语言形式,而是呈现出语言、图像、文字等多模态,其中,语言模态是商标名称的核心,图像模态是对商标名称传播的补充,文字模态是对商标名称传播形式的强化。分析商标名称的多模态特性不仅有助于消费者准确了解商标名称所传达的要义,更有助于企业快速地传播商业信息和把握市场先机。

In the new media context,brand names are no longer static language forms. Instead, they present multiple modalities such as language,image and character form. The language modal is the key of the brand name,while the image modal is a supplementation,and the character form mo-dal,an intensification of its communication. Analyses of the multimodal features of brand names can help not only consumers to better understand their meanings,but also enterprises to better convey business information and thus win initiatives.