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商标词是一种特殊的语言符号,也是一种值得关注的社会语言现象。目前,有许多学者从不同角度对商标进行分析,但没有学者单独对洗发水中文商标词进行分析,揭示其特点,从而指导洗发水商标的命名。为了填补这一空白,本文从社会语言学角度,用的数据统计,分析对比等方法,对抽样的90个洗发水商标词进行字数、声调、语义、语用等方面的分析。分析结果表明洗发水商标词多用两字或三字结构,音节富于节奏变化,琅琅上口。此外洗发水商标词多选用具有积极美好联想意义的词来激起消费者的购买欲望。
Trademark is a special language symbol, but also a social language phenomenon worth noting. At present, many scholars analyze the trademark from different perspectives. However, none of the scholars have separately analyzed the Chinese trademark of shampoo, revealing its characteristics and guiding the naming of shampoo trademarks. In order to fill this gap, from the perspective of sociolinguistics, this paper analyzes the sample words, tone, semantics and pragmatics of 90 shampoo samples by statistics, analysis and comparison. Analysis results show that the word shampoo multi-word or three-word structure, rich rhythmic syllables, catchy. In addition shampoo more use of the word trademark words with a positive sense of association to stimulate the desire of consumers to buy.