认知视角下论山寨商标

A Cognitive Study on Shanzhai Brand Logos

当今山寨文化猖獗。人们趋之若鹜地追求品牌产品,投机取巧的商家抓住了消费者的心理,制造出无数的山寨产品。鉴于商标在经济时代的地位和作用,制造山寨产品的商家都纷纷"花心思"在商标设计的模仿上,出现了各种"高仿"商标。该文从认知语言学的角度,分析当今山寨商标模仿的几种主要手法,从而为广大消费者提供理论参考,提高他们辨别假货的意识和认识水平。

Nowadays, the Shanzhai culture is rampant around China. As people flock to brand products, opportunistic manufacturers take advantage of such consumer phycology and produce numerous Shanzhan products. As renowned brand logos have strong impacts on the market, Shanzhai product manufacturers design their brand logos through imitation. This thesis aims to reveal some common ways of brand logo imitation from the perspective of cognitive linguistics, to provide rationale for consumers and thus improve their awareness and ability to distinguish between authentic brand logos and shanzhai brand logos.