| 商标语言的接受修辞考察 |
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| 引用本文： | 崔方荣.商标语言的接受修辞考察[J].扬州教育学院学报,2012,30(1):21-25. |
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| 作者姓名： | 崔方荣 |
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| 作者单位： | 江苏师范大学,江苏徐州,221116 |
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| 摘 要： | 商标语言是商标的载体,商标语言修辞信息的传递能否实现最终由潜在消费者决定。文章从消费者的角度研究商标语言的接受,根据商标语言修辞信息在传递过程中的增损情况划分出修辞接受的三种类型,并着重分析影响潜在消费者接受的主客观语境因素。对商标语言接受影响较大的主观语境因素包括潜在消费者的性别、年龄以及阶层,客观语境因素则有客体因素、时代因素、地域因素和文化因素等。
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| 关 键 词： | 商标语言 接受修辞 类型 语境 |
On Rhetoric Acceptance of Trademark Language |
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| CUI Fang-rong.On Rhetoric Acceptance of Trademark Language[J].Journal of Yangzhou College of Education,2012,30(1):21-25. |
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| Authors: | CUI Fang-rong |
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| Institution: | CUI Fang-rong(Jiangsu Normal University,Xuzhou 221116,China) |
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| Abstract: | Trademark language is the carrier of trademarks.It plays an important role in transferring commodity information,inducing potential consumers to buy goods.Whether the rhetoric information passed by trademark can be well accepted or not depends on the potential consumers.From the consumer’s perspective,this article divides rhetoric acceptance into three types in accordance with the gain or loss of rhetoric information of trademark language passed and emphatically analyzes the subjective and objective context factors that may affect the acceptance of potential consumers.The subjective context factors include potential consumers’ gender,age and class,while the objective context factors refer to object and times factors as well as regional and cultural factors. |
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| Keywords: | trademark language rhetoric acceptance type language environment |
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