国际传播视域下的中外日化商标命名研究

Of Chinese and Foreign Cosmetic Brand Name from the International Communication Research

命名是一门语言的艺术。国际市场营销、广告文案、翻译学、传播学专业教学务必注意商标背后承载的不同国家的不同文化。商标承载着诸多的功能,商品信息功能和文化美学功能是其中最重要的两个功能。前者指传达外观、质量、性能、使用效果等方面的信息,后者表现为商标美在形式、声音、意境。日化商标语言大多由动植物、色彩词、香味儿感的词、浪漫情调的词构成。

Naming is a language art.The teaching of international marketing,AD copy,translation,communication should note the trademark behind carrying different cultures of different countries.The trademark is carrying a lot of functions.Com-modity information and cultural aesthetic functions is one of the most important two functions.The former refers to convey the appearance,quality,performance and using effect of information,which shows the trademark in form,sound and the beauty of artistic conception.Cosmetic brand language is mostly by the animals and plants,the color word,spied the word of feeling of words and romantic emotional appeal.