| 论商标语言的变异性 |
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| 引用本文： | 江南,丁洁琼.论商标语言的变异性[J].徐州师范大学学报(哲学社会科学版),2006,32(4):58-62. |
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| 作者姓名： | 江南 丁洁琼 |
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| 作者单位： | 徐州师范大学,文学院,江苏,徐州,221116 |
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| 摘 要： | 商标是商品的名称,它可能给企业带来巨大的无形财富,因此,打造有市场竞争力的商标是现代企业最重要的营销决策。商标命名是语言的艺术,很青睐修辞上的“语言变异”行为,这种“变异”涉及语音变异、词汇(包括语义)变异、语法变异三个方面,具有重要的语用价值。
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| 关 键 词： | 商标语言 语用价值 变异修辞 |
| 文章编号： | 1007-6425(2006)04-0058-05 |
| 收稿时间： | 2006-04-01 |
| 修稿时间： | 2006年4月1日 |
On the Variety of Trademark Language |
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| JIANG Nan,DING jie-qiong.On the Variety of Trademark Language[J].Journal of Xuzhou Normal University(Philosophy and Social Sciences Edition),2006,32(4):58-62. |
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| Authors: | JIANG Nan DING jie-qiong |
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| Institution: | School of Chinese Studies, Xuzhou Normal University, Xuzhou 221116, China |
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| Abstract: | The trademark is the commodity name,which gives the enterprise possibly to bring the huge immaterial wealth.Therefore making trademark which has the market competitive power is the modern enterprise most important market decision-making.The trademark naming is a language art in favor of "the language variation" in rhetoric,i.e.there are many language variation behaviors in trademarks.This kind of "variation" involves the some aspects of the language essential factors: trademark language pronunciation variation,trademark language glossary(including semantics) variation and trademark language grammar variation. |
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| Keywords: | trademark value of language application variation rhetoric |
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