品牌名称视听形式表征对消费者心理的影响及作用机制

The impact of audio-visual representation of a brand name on consumers and its mechanisms

品牌名称作为一类特殊词汇,其形式表征分为视觉表征(印刷字母的视觉特征)和听觉表征(词语的整体声学特征),字样(包括字母大小写、字形、颜色)和语音(包括音素、音节、声调或重音)可以分别代指二者。品牌名称字样和语音对消费者心理的影响均发生在词汇的知觉加工阶段,两者的影响结果和作用机制既存在联系,又相互区别。此外,品牌名称的视听效应之间存在跨通道联结。未来研究应结合实践问题,对品牌名称视听效应进行补充性探讨。

As a special type of vocabulary,the formal representation form of brand names is divided into visual representation(the visual characteristics of printed letters)and auditory representation(the overall acoustic characteristics of words),font style(including letter case,fonts,colors)and speech(including phonemes,syllables,tones or accents)can respectively provide a visual or auditory representation.The influence of brand name font style and speech on consumers’psychology both occur in the perceptual processing stage of vocabulary,and the impact results and mechanisms of the two are both related to and distinct from each other.In addition,there is a cross-channel connection between the audiovisual effects of the brand name.Future research should combine practical issues to supplement the audiovisual effect of brand names.