| 从“新浪（Sina）”域名之争透视英语商标词汇的文化内涵 |
| |
| 引用本文： | 李云川,宫桓刚.从“新浪（Sina）”域名之争透视英语商标词汇的文化内涵[J].辽宁师范大学学报(社会科学版),2010,33(3):17-20. |
| |
| 作者姓名： | 李云川 宫桓刚 |
| |
| 作者单位： | 东北财经大学国际商务外语学院,辽宁,大连,116025 |
| |
| 基金项目： | 辽宁省社科联科研基金资助项目:英语商标词汇文化内涵的商业化价值研究阶段成果(2009lslktwx-20) |
| |
| 摘 要： | 伴随我国经济国际化进程的日益加快，国内企业纷纷走上了商标英语化的道路。而英语商标词汇不仅是商品的英文识别代码，同时也有着丰富而深刻的文化内涵，并通过词汇的音和义加以体现。英语商标的构思与设计一方面取决于英语词汇的构词规则，同时也受到商标使用地区风俗文化的制约。近期，国内出现的新浪（Sina）域名之争表明，渴望走向国际市场的中国企业虽然意识到国际化商标在其营销战略中的重要地位，但对英语商标词汇的文化内涵及构词规则还缺少足够的认识，致使所设计的英语商标词汇存在瑕疵，在使用中往往遭遇文化冲突，给企业和国家带来损失。
|
| 关 键 词： | 新浪（Sina） 英语商标词汇 文化内涵 英语构词规则 |
On the Cultural Connotations of English Brand Names Viewed from the Controversy over the Domain Name of Sina |
| |
| LI Yun-chuan,GONG Huan-gang.On the Cultural Connotations of English Brand Names Viewed from the Controversy over the Domain Name of Sina[J].Journal of Liaoning Normal University(Social Science Edition),2010,33(3):17-20. |
| |
| Authors: | LI Yun-chuan GONG Huan-gang |
| |
| Institution: | School of International Business Communication/a>;Dongbei University of Finance and Economics/a>;Dalian 116025/a>;China |
| |
| Abstract: | Along with the economic globalization of China,more and more enterprises in China have got their own English brand names serving not only as the identity of goods,but also as the integrity of cultural connotations conveyed by the pronunciation and meaning of the English brand names.The designing of English brand names is,in most cases,based on the rules of English word formation and restricted by various local cultures as well.The controversy over the domain name of Sina in China reveals that some Chinese d... |
| |
| Keywords: | Sina English brand names cultural connotations rules of English word formation |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
