On the Linguistic Characteristics
of Branding English
ABSTRACT
In the circulation of commodities, brand is a symbol of a commodity. Naming a successful brand to promote the commodities and to foster a good and healthy company image is the main way of digging international market potential and accelerating international trade development. If marketing is a war, a successful brand is the key to win the war. There are a great variety of differences between Chinese culture and western culture. A successful Chinese translation of an English brand is of prime importance in the market of China, and vice versa. Only when we pay much attention to the linguistic characteristics of a brand and use proper translating strategies and techniques, can we translate the brand successfully.
In this paper we present an analytical study of the linguistic characteristics of branding English in terms of culture, linguistics and rhetoric. Therefore, we can realize the significance and the regulations of naming an English brand, and understand the cultural connotation of an English brand.
This paper is divided into four parts. Firstly, we introduce the history, culture and the three development stages of brand naming. Secondly, we analyze the linguistic characteristics of branding English. Thirdly, we summarize the five principles of brand naming. And lastly we arrive at a conclusion that the study of branding English is of great significance.
Keywords: brand, branding English, linguistic characteristics
商标英语的语言特点
摘 要
在商品流通中,商标是代表商品的符号。借助商标宣传商品,树立良好的企业形象, 已成为各国挖掘国际市场潜力和促进国际贸易发展的重要途径。如果把营销比喻成一场战役，那么成功的品牌名称就像一面不倒的军旗。中华文化与西方文化差异较大,因此外国品牌要打入中国市场,必须慎重考虑其翻译问题，反之亦然。然而对品牌名称进行翻译，就必须了解其语言的特点，采用恰当的翻译策略和技巧，这样才能使商标英语翻译表达得恰如其分。
本文通过研究商标英语的语言特点，从其不同文化角度，语言修辞角度等进行论述，从而得出商标命名的意义和规范，理解商标的文化内涵。
本文分为四大部分：第一部分，介绍商标命名的历史文化，及其发展的三个重要时期；第二部分，从语言学角度分析了商标名称的语言特点；第三部分，总结当今社会商标命名的五大原则； 最后得出研究商标英语具有重大意义的结论。
关键词：商标； 商标英语； 语言特点
CONTENTS
Abstract Ⅰ
摘要 Ⅱ
1 Introduction 1
1.1 The Definition of Brand 1
1.2 The History of Brand 1
1.3 The Three Development Stages of Brand Naming 3
2 The Linguistic Characteristics of Branding English. 6
2.1 Morphological Characteristics 6
2.1.1 Acronym and Initialism 7
2.1.2 Backronym 7
2.1.3 Clipping 9
2.1.4 Compounding 10
2.1.5 Ellipsis 11
2.1.6 Haplology 11
2.1.7 Morphological Borrowing 12
2.1.8 Reduplication 12
2.2 Rhetorical Characteristics 13
2.2.1 Alliteration 13
2.2.2 Allusion 14
2.2.3 Metonymy 15
2.2.4 Mimesis 16
2.2.5 Oxymoron 16
2.2.6 Synecdoche 17
2.2.7 Tautology 18
3 The Five Principles of Brand Naming 20
4 Conclusion 21
References 22
Appendix 23
Acknowledgements 25
