中央民族大学学报:哲学社会科学版
中央民族大學學報:哲學社會科學版
중앙민족대학학보:철학사회과학판
Journal of The Central University for Nationalities(Humane and Social Sciences Edition)
2013年
2期
130~134
,共null页
商标命名 认知 概念转喻 理想认知模型
商標命名 認知 概唸轉喻 理想認知模型
상표명명 인지 개념전유 이상인지모형
branding; cognition ; conceptual metonymy; ICM
本文旨在借助认知转喻理论探究商标命名的构建机制。研究发现,转喻之于商标命名具有普适性。一方面,根据域扩展转喻机制和域压缩转喻机制,商标命名在“商品ICM”下可分为“生产地”替代“商品”、“生产原料”替代“商品”等六类;另一方面,从Langacker概念转喻的理论视角观之,商标命名的转喻机制受体验原则、文化择取、关联原则的制约。
本文旨在藉助認知轉喻理論探究商標命名的構建機製。研究髮現,轉喻之于商標命名具有普適性。一方麵,根據域擴展轉喻機製和域壓縮轉喻機製,商標命名在“商品ICM”下可分為“生產地”替代“商品”、“生產原料”替代“商品”等六類;另一方麵,從Langacker概唸轉喻的理論視角觀之,商標命名的轉喻機製受體驗原則、文化擇取、關聯原則的製約。
본문지재차조인지전유이론탐구상표명명적구건궤제。연구발현,전유지우상표명명구유보괄성。일방면,근거역확전전유궤제화역압축전유궤제,상표명명재“상품ICM”하가분위“생산지”체대“상품”、“생산원료”체대“상품”등륙류;령일방면,종Langacker개념전유적이론시각관지,상표명명적전유궤제수체험원칙、문화택취、관련원칙적제약。
The present paper is supposed to explore the constructive mechanism of branding on the basis of cognitive metonymy theory. It shows that as far as branding is concerned, metonymy has universal characteristics. On the one hand, according to domain reduction and domain expansion, branding can be classified into six types within commodity ICM ( Idealized Cognitive Model) , such as "place for product", "ingredient for product". On the other hand, aeeording to Langacker's theory of conceptual metonymy, the constructive mechanism of branding is controlled by the principle of experientialism, the principle of cultural selection, and the principle of relevance. This study also shows that metonymy mechanism of branding has both universal and national characteristics.