强势文化模因在商标命名中的应用  

Powerful Memes of Culture and Their Application to Trademarks

作　　者：马永军[1] MA Yong-jun(School of Business,Wuxi Institute of Commerce,Wuxi 214153,China)

机构地区：[1]无锡商业职业技术学院商学院,江苏无锡214153

出　　处：《无锡商业职业技术学院学报》2018年第2期100-103,共4页Journal of Wuxi Vocational Institute of Commerce

摘　　要：商标名称作为一种特殊的语言形式,跟普通语言一样,不仅是民族文化的具体反映,而且是传播、传承民族文化的重要工具。模因论揭示了语言发展的客观规律,也为商标命名中文化模因现象的研究提供了全新的研究方法。文章以模因论为视角,从宗教信仰、历史文化、价值取向、动植物喻意和地域环境文化等方面探讨强势文化模因在商标命名中的应用,为打造商标品牌提供借鉴与参考。As a unique linguistic style,a trade mark,like many other common forms of language,is the specific reflection of the cultural psychology and mentality of a nation and functions as an important tool for spreading and inheriting culture.Memetics not only reveals the objective law governing the development of language,but also introduces a new perspective on the study of powerful memes of culture in trademark naming.Based on memetics,this paper studies the application of powerful memes of culture to trademarks from the aspects of history,religious beliefs,values and connotations of zoological,botanical and geographical terms,trying to provide some useful hints and references for creating powerful trademarks.

关 键 词：商标 模因 模因论 强势模因 强势文化模因 

分 类 号：H083[语言文字—语言学]