Abstract

The trademark is a symbol of commodities, with the feature of distinguishing products produced by different producers. Food trademarks, as a type of them, have a variety of forms. The epidemic of trademarks is partly attributed to market economy, promoting the development of commerce, which is beneficial for related research. Accordingly, researches on trademarks play a positive role in sustainable development of food trademarks.

     The dissertation, focusing on words of food trademarks, as well as the combination of signs，systematically analyzes linguistic characteristics in view of sounding, wording and meaning. Coupled with scientific research methods like sample survey, statistics and comparison, naming rules of food trademarks are summarized, which are of merits to consumption concepts, enterprise competitiveness and culture flourishing.

Key words : trademarks, sounding, wording, meaning, linguistics

Contents

Abstract

摘要

1.Introduction1

1.1Literature Review1

1.2Significance of the Study.2

1.3Research Questions and Structures of the Dissertation2

1.3.1 Research Questions2

1.3.2 Structures of the Dissertation2

2.Features of Food Trademarks Based on Sounding3

2.1Syllabic Features..3

2.2Phonological Features4

2.2.1Homophones4

2.2.2Onomatopoeia..4

2.2.3Alliteration.4

2.2.4Repetition5

3.Features of Food Trademarks Based on Wording5

3.1Compositional Features.5

3.1.1Name of Animals.5

3.1.2Name of Plants6

3.1.3Name of Place.6

3.1.4Name of Persons.6

3.1.5Color Words7

3.1.6Foreign Words.7

3.1.7Numbers..8

3.2 Morphological Features8

3.2.1 Analogy8

3.2.2 Reduplication8

3.2.3 Sentence Condensation.8

3.2.4 Coinage.9

4. Features of Food Trademarks Based on Meaning.9

4.1 Semantic Triangle9

4.2 Meanings.10

4.2.1 Conceptual Meaning10

4.2.2 Connotative Meaning.10

4.2.2.1 Orientational Metaphor11

4.2.2.2 Conceptual Metaphor11

4.2.2.3 Ontological Metaphor.11

4.2.3 Social Meaning12

4.2.3.1 Static State..12

4.2.3.1.1 Concepts of Autocracy.12

4.2.3.1.2 Clansman Identity.12

4.2.3.2 Dynamic State..13

4.2.4 Affective Meaning13

4.2.4.1 Kinship13

4.2.4.2 Friendship14

4.2.4.3 Love.14

4.2.5 Reflective Meaning14

4.2.5.1 Philosophical Thoughts14

4.2.5.2 Morality..14

4.2.5.3 Religion15

4.2.6 Collocative Meaning..15

4.2.6.1 Literature15

4.2.6.2 Art15

4.2.7 Thematic Meaning..16

5. Conclusion16

5.1 Findings.16

5.2 Limitations and suggestions for Further Study..16

References17