A Contrastive Study of the Cultural Connotation of
English and Chinese Brand Names
ABSTRACT
In a competitive market, the brand name is one of the key factors for a company to achieve success. It determines the image, credit and economic power of a company. A successful brand name plays a noticeable role in developing the international market and creating the enterprise wealth. As one kind of cultural phenomenon, Chinese and English brand names, which widely exist in social life, play an important role in the public awareness of the enterprise commodity, the sales promotion, beautifying people's life. But we have to know there are some differences, and we have to have a better understanding of this issue.
This article first gives us an outlook of the brand names and its relationship with cultures, because brand names, more or less, take the effects of cultures. This article consists of four chapters. Chapter one gives a brief introduction to a brand name and its cultural link. Chapter two respectively analyzes the cultural connotations of English and Chinese brand names. Chapter three explores the differences and similarities of them to further illustrate what we need to pay attention to when naming a brand like how those brand names were first made, how they function and how they influence people. Finally it comes to the conclusion that the contrasts of cultural connotation of Chinese and English brand names are reflected in the context of respective culture.
Key Words: brand names, cultural connotation, similarities, differences
英汉商标名的文化内涵对比研究
摘 要
在愈演愈烈的市场竞争中，某款产品的名字可以使一个公司成功的关键因素， 因其表现出该公司的形象、信用和经济实力，同时，一个响亮的品牌名还可以打开国际市场，创造巨大的财富。中英品牌名作为一种文化现象，广泛存在我们的现实社会生活中，使公众很快想到某种商品，将有利于商品的推广，另外其还可以增添生活乐趣。但是我们要清楚，中英商标名是有差异的，我们必须要弄清楚这个方面。
本文先介绍商标名与文化之间的关系，因为商标名或多或少是受到文化因素的影响。本论文由四个章节构成。第一章简要地介绍商标名的定义以及其与文化的链接。第二章分别就英语商标名和中文商标名的文化内涵进行分析。第三章侧重于中英文商标名异同进行研究，从而清楚在制定商标名时要注意的事项，例如其由来，其作用和其对大众的影响力。最后得出结论：商标名在不同的文化背景下所反映出的文化内涵是不同的。
关键词: 商标名；文化内涵； 相似点；不同点
CONTENTS
ABSTRACT I
摘 要 II
1 Introduction 1
2 An Analysis of Cultural Connotation of Brand Names 2
2.1. The Cultural Source of English and Chinese Civilizations 2
2.2 The Cultural Outlook of English Brand Names 2
2.2.1 Names from Myths 3
2.2.2 Names From Individuals and Places 3
2.2.3 Loanwords 4
2.3 The Cultural Outlook of Chinese Brand Names 5
2.3.1 Myth-and-allusion-related Names 5
2.2.2 Family Names and Place Names 5
2.3.3 Names of Animals and Plants 6
2.3.4 Chinese Literatures 6
2.3.5 Colors and Numbers in Use 7
2.3.6 Time-honored Brand Names 7
Chapter 3. The Similarities and Differences of Cultural Connotation of English and Chinese Brand Names 8
3.1 Similarities of Cultural Connotation of both Brand Names 8
3.1.1 Symbolic Meanings 8
3.1.2 Pun:a Name with Double Effects 9
3.1.3 Positive but Not Negative 10
3.1.4 Gender Orientation 10
3.2 Differences of Cultural Connotation of both Brand Names 11
3.2.1 “Image” VS. “Phonology” 11
3.2.2 “Elegance” VS. “Things Real And Actual” 12
3.2.3 “Fame” VS. “Significance” 12
3.2.4 English Brand Names Are Catchier than Chinese Counterparts 13
4 Conclusion 14
References 15
Acknowledgements 16
