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商品名称的语言魅力

  • 简介:(毕业论文 页数:8字数:9438) 摘 要:商品名称的语言魅力,随着市场竞争日趋激烈,商品名称已越来越多地引起了生产者的注意。一个好的商品,商品名称有很大的威力和作用,它有利于树立商品的良好形象,确立优越的领先地位,提高和开拓占领市场的竞争能力...
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(毕业论文 页数:8字数:9438)

摘 要:商品名称的语言魅力,随着市场竞争日趋激烈,商品名称已越来越多地引起了生产者的注意。一个好的商品,商品名称有很大的威力和作用,它有利于树立商品的良好形象,确立优越的领先地位,提高和开拓占领市场的竞争能力。给商品命名是营销学中的一个重要环节,也是语言文字应用的一个重要领域。商品命名是一个特殊的语言文字应用领域,商品命名遵守一定的语言模式,趋向于选择一个双音节的、偏正结构的、褒义的名称。因此,好的商品名称应该听起来响亮悦耳,读起来韵味无穷,看起来形美赏心,品起来内涵丰富,既能区别于其他商品名称,又独特鲜明,使商品名称更加体现出中国语言文字文化的典雅美和意蕴美。主要从商品名称的常用语素、构词方法、修辞手段、语义倾向四个方面进行探析,了解这些有助于企业在给商品命名时注意商品名称的语言特点,注意选择更为恰当的字词,创建更具有显著性、独特性和个性,并在市场上更有竞争力的商品名称。把语言学理论及其研究成果应用到商品命名中,用语言学理论解决与语言有关的实际问题,让语言学研究为我国的经济建设做出应有的贡献。

关键词:商品名称;语言学;构词方法;修辞;语义

Abstract: With the increasingly fierce competition of the market, trade names have been more and more attracted the attention of the producers. For a good commodity, trade names have great power and function. It is conducive to establishing a good image and the leading position of the goods, and improves and opens up the competitiveness of market occupation. To name the goods is an important part of marketing, and it is also an important field of language application. Naming the goods is a special field of language applications, and the naming of the products must comply with some language patterns. It tends to choose a two-syllable, Pianzheng structure, a word with a good meaning when someone naming the goods. Besides of the restraint of the language, the culture of Han Dynasty has a very important potential impact on the naming of the goods. Therefore, the name of the goods should have loud and beautiful sound, looks wonderfully and with endless charm. They should be unique and different from other trade names, so that they can embody the elegance of Chinese language. The research is focused on four parts. That is: the commonly used morpheme, the formation method, the rhetoric practices and semantic aspects. The research will help the enterprises attach great importance to the language features when they naming the goods. It is also helpful to for them to choose a more appropriate word and to create a notable, unique name with personality, and finally gain more competitiveness in the market. We can apply the linguistic theory to the naming of the products, and use linguistics theory to solve practical problems that related to language, and then let the linguistic research make contributions for the development of our country.

Keywords:Trade name; Linguistics; Formation; Rhetoric; Semantics

目录

一、商品名称常用的汉语语素
(一)地名
(二)人名及称谓
(三)物名
(四)描述性词语
(五)重叠的词语
(六)专有名词
(七)数字
二、商品名称的构词方法
(一)偏正结构
(二)并列结构
(三)述宾结构
三、商品命名中常用的修辞格
(一)夸张
(二)比喻
(三)双关
(四)引语
四、商品名称的语义倾向
(一)字面的褒义
(二)暗含的褒义

随着商品经济的高度发展,各种商品不断涌现,商品名称也逐渐走上了规范化的轨道,而这种规范化其实就是其语言的规范化,即要遵循汉语语言规则。形形色色的商品名称从各个方面展示着汉语的语言魅力,也为汉语研究提供了丰富的语料。本文主要从商品名称的常用语素、构词方法、修辞手段、语义倾向四个方面对商品名称的语言魅力进行探析。

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