商标英语翻译的语言特点
1 Introduction
1.1 The Definition of Brand
A brand name is a complex symbol representing a variety of ideas or attributes, not only by its sound and/or its meaning but also through association it has built up and acquired as a public object over a period of time (Gardner and Levy 1955). A brand name is also the foundation of a brand image. A carefully created and chosen name can bring inherent and immediate value to the brand (Kohli and LaBahn 1997).
Brand is the image of the product in the market. Some people distinguish the psychological aspect of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with the brand and is known as the brand experience. The psychological aspect, sometimes referred to as the brand image, is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.毕业论文http://www.youerw.com
People engaged in branding seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand is therefore one of the most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace. The art of creating and maintaining a brand is called brand management. Orientation of the whole organization towards its brand is called brand orientation.
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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毕业论文http://www.youerw.com
Acknowledgements 25
1.2 The History of Brand
The word “brand” is derived from the Old Norse brandr, meaning “to burn.” It refers to the practice of producers burning their mark (or brand) onto their products. Although connected with the history of trademarks and including earlier examples which could be deemed “protobrands” (such as the marketing puns of the “Vesuvinum” wine jars found at Pompeii), brands in the field of mass-marketing originated in the 19th century with the advent of packaged goods. Industrialization moved the production of many household items, such as soap, from local communities to centralized factories. When shipping their items, the factories would literally brand their logo or insignia on the barrels used, extending the meaning of “brand” to that of trademark.
Bass & Company, the British brewery, claims their red triangle brand was the world's first trademark. Lyle’s Golden Syrup makes a similar claim, having been named as Britain's oldest brand, with its green and gold packaging having remained almost unchanged since 1885.
Cattle were branded long before this; the term “maverick”, originally meaning an unbranded calf, comes from Texas rancher Samuel Augustus Maverick who, following the American Civil War, decided that since all other cattle were branded, his would be identified by having no markings at all. Even the signatures on paintings of famous artists like Leonardo Da Vinci can be viewed as an early branding tool.1532