1、A THESIS SUBMITTED FOR The Course of “Classic English Film Appreciation”注：此處是論文英文題目，與中文題目對(duì)應(yīng)，居中，字體：Times New Roman，加粗，字號(hào)：二號(hào)。注意：若你的論文英文題目多于一行，則此處為題目最后一行的位置，題目其余行放在此行上面。閱后刪除此文本框。A Comparative Study of “A” and “B”College: 中文Major: 中文Candidate: 學(xué)生中文姓名Supervisor: 閆振惠 China Agricultural University2011，1注：奇

2、數(shù)頁頁眉，居中，宋體，五號(hào)，加粗。此處無需改動(dòng)。閱后刪除此文本框。Abstract（本人論文的英文摘要，至少150字）Key Words: （與摘要的最后一行之間空四行）注：在該頁面中點(diǎn)擊鼠標(biāo)右鍵，選擇“更新域”，在彈出窗口中選擇“更新整個(gè)目錄”，確定即可自動(dòng)生成目錄。在目錄自動(dòng)生成后，雙擊目錄中“Introduction”一詞以選中整個(gè)目錄，再將字體設(shè)為“Times New Roman”，字號(hào)設(shè)為“小四”。閱后刪除此文本框。ContentsIntroduction11. General View of Brand and Brand Names21.1 Classification of B

3、rand Names21.1.1 Persons Names as Brand Names31.1.2 Place-names as Brand Names31.1.3 Exotic Words as Brand Names41.1.4 Common Words as Brand Names41.1.5 Coined Words as Brand Names51.1.6 Coined Words as Brand Names71.2 Classification of Brand Names71.2.1 Persons Names as Brand Names71.2.2 Place-name

4、s as Brand Names71.2.3 Exotic Words as Brand Names71.2.4 Common Words as Brand Names71.2.5 Coined Words as Brand Names81.2.6 Coined Words as Brand Names81.3 Classification of Brand Names81.3.1 Persons Names as Brand Names81.3.2 Place-names as Brand Names81.3.3 Exotic Words as Brand Names81.3.4 Commo

5、n Words as Brand Names81.3.5 Coined Words as Brand Names81.3.6 Coined Words as Brand Names92. General View of Brand and Brand Names112.1 Classification of Brand Names112.1.1 Persons Names as Brand Names122.1.2 Place-names as Brand Names122.1.3 Exotic Words as Brand Names122.1.4 Common Words as Brand

6、 Names122.1.5 Coined Words as Brand Names122.1.6 Coined Words as Brand Names122.2 Classification of Brand Names122.2.1 Persons Names as Brand Names122.2.2 Place-names as Brand Names132.2.3 Exotic Words as Brand Names132.2.4 Common Words as Brand Names132.2.5 Coined Words as Brand Names132.2.6 Coined

7、 Words as Brand Names132.3 Classification of Brand Names132.3.1 Persons Names as Brand Names132.3.2 Place-names as Brand Names142.3.3 Exotic Words as Brand Names142.3.4 Common Words as Brand Names142.3.5 Coined Words as Brand Names142.3.6 Coined Words as Brand Names142.4 Classification of Brand Name

8、s142.4.1 Persons Names as Brand Names142.4.2 Place-names as Brand Names142.4.3 Exotic Words as Brand Names152.4.4 Common Words as Brand Names152.4.5 Coined Words as Brand Names152.4.6 Coined Words as Brand Names153. General View of Brand and Brand Names173.1 Classification of Brand Names173.1.1 Pers

9、ons Names as Brand Names173.1.2 Place-names as Brand Names173.1.3 Exotic Words as Brand Names173.1.4 Common Words as Brand Names173.1.5 Coined Words as Brand Names183.1.6 Coined Words as Brand Names183.2 Classification of Brand Names183.2.1 Persons Names as Brand Names183.2.2 Place-names as Brand Na

10、mes183.2.3 Exotic Words as Brand Names183.2.4 Common Words as Brand Names183.2.5 Coined Words as Brand Names183.2.6 Coined Words as Brand Names193.3 Classification of Brand Names193.3.1 Persons Names as Brand Names193.3.2 Place-names as Brand Names193.3.3 Exotic Words as Brand Names193.3.4 Common Wo

11、rds as Brand Names193.3.5 Coined Words as Brand Names193.3.6 Coined Words as Brand Names193.4 Classification of Brand Names203.4.1 Persons Names as Brand Names203.4.2 Place-names as Brand Names203.4.3 Exotic Words as Brand Names203.4.4 Common Words as Brand Names203.4.5 Coined Words as Brand Names20

12、3.4.6 Coined Words as Brand Names204. General View of Brand and Brand Names224.1 Classification of Brand Names224.1.1 Persons Names as Brand Names224.1.2 Place-names as Brand Names234.1.3 Exotic Words as Brand Names234.1.4 Common Words as Brand Names234.1.5 Coined Words as Brand Names234.1.6 Coined

13、Words as Brand Names234.2 Classification of Brand Names234.2.1 Persons Names as Brand Names234.2.2 Place-names as Brand Names244.2.3 Exotic Words as Brand Names244.2.4 Common Words as Brand Names244.2.5 Coined Words as Brand Names244.2.6 Coined Words as Brand Names244.3 Classification of Brand Names

14、244.3.1 Persons Names as Brand Names244.3.2 Place-names as Brand Names244.3.3 Exotic Words as Brand Names254.3.4 Common Words as Brand Names254.3.5 Coined Words as Brand Names254.3.6 Coined Words as Brand Names254.4 Classification of Brand Names254.4.1 Persons Names as Brand Names254.4.2 Place-names

15、 as Brand Names254.4.3 Exotic Words as Brand Names254.4.4 Common Words as Brand Names264.4.5 Coined Words as Brand Names26Conclusion39References40注：奇數(shù)頁頁眉，居中，宋體，五號(hào)，加粗。此處無需改動(dòng)。閱后刪除此文本框。IntroductionFrom the beginning of the last century, the booming of advertising and marketing stimulates the prosperity

16、 of the world economy. With the development of advertising and marketing, more and more companies have paid much attention to their products names. Thus, the branding and translating of brand names entered into our horizon and aroused the entrepreneurs interest.At present, there is no one voice on “

17、how to brand?” The first group argues that the brand name should be same in all the place of the world, which they called standardization. The second group has an opposite view to the first one; they believe that the brand names should be localized. The last point of view is meeting the above views

18、at halfway-the delivery of the brand names should be based on the cultural meanings. Standardization means that you should not redesign your brand when you sell your product or service in the oversea market, just using the original one. They claim in this way that it will save considerable money and

19、 the unified images can attract business people easily. They find “Intel” to supports their point view of standardization; “Intel inside” is covering the whole world. The obvious advantages for the localization of the brand names are that the localized brand names are easy to be accepted by a certai

20、n group of people. However, this will cost much energy on recreating the brand names and images. To avoid the disadvantages of the both above ideas on branding, some scholars find a midway-suggestion.Branding is communication, which aims to build, reinforce, and reposition consumers perception of a

21、certain brand. A marketer may adopt all kinds of branding approaches to make a clear, differential, and memorable image of a brand. The most common ways are advertising, exhibitions, public relations and sponsorship, personal contact, sales promotions, point-of-sale displays, and direct mail (Christ

22、opher and McDonald 1995:130)“Branding is a communication in which cultural meanings are added.” (McCraken 1988:67) The businessman uses the cultural meanings to promote his brands. He defines a brand “as a repository of meaning.” It is not hard for anyone to accept the fact that there are cultural m

23、eanings in brands, and sometimes people do consume the meanings. 注：偶數(shù)頁頁眉，居中，Times New Roman，五號(hào)，加粗，論文英文題目。閱后刪除此文本框。A brand, in a broad sense, can be defined as “a distinguishing name or symbol, such as a logo, trademark, or package design intended to identify the goods or services of either one selle

24、r or a group of sellers, and to differentiate those goods or services from those of competitors” (Aaker 1991:33) “A product is something that is made in a factory; a brand is something that is bought by a customer. A product can be quickly outdated; a successful brand is timeless” (Aaker 1991:54)Thi

25、s paper argues that the brand name should be culturally conducted since it is the messenger of culture, it reflects culture and it is also interpreted culturally in intercultural communication.1. General View of Brand and Brand NamesWith rapid development of our economy, more and more of our native

26、enterprises realize that one of their most valuable assets is the brand name, associated with their products. The brand names stand for the enterprises image. A well-known brand name can promote their product easily, distinguish their products from competitors and assure customers of consistent prod

27、uct quality. Nevertheless, the brand name is the very front face of products. It is an image of the product, an intermedium, a culture, which influences peoples life greatly. Therefore the little brand name means a lot.1.1 Classification of Brand NamesThe names given to products come from many diffe

28、rent ways. In the first stage almost every brand names come form the proper names, to be exactly the names of the inventors or the companies runners or the place and so on. Such as Ferrairi is according to the person Enzo Ferrairi(恩佐.法拉利) and LINING(李寧) comes form the name of a famous athlete in Chi

29、na. Some of brand names are relative to the place, for example, “Shanghai” Watch, “楊柳青”paint and “金華”ham. Some brand names are use animals like Panda Television. With the development of technique, more producers of the same kind of goods rose quickly. The producers intend to choose common words for

30、their brand names because it is easy to remember. As the world economy continually developed quickly and the abundant products of the same goods flourished, the design of the brand names has transferred to the coined brand names. This kind of design has taken the characteristics, qualities, and func

31、tions of the products into consideration, it combined the fundamentals of language, culture, market, psychology, aesthetics to create the brand names of coined words. In short, there are several formations of brand names; they are persons names, places names, exotic words, common words, and the coin

32、ed words.1.1.1 Persons Names as Brand NamesA quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that the adoption of the persons names could increase the confidence of the products. In this way, the brands could let the consumers f

33、eel that the producers would guarantee the best quality of their goods. For instance, “Boeing”(波音) is a name in remember of the founder of Boeing Company, William Edward Boeing. “Gillette”, the name comes form the companys first president, King Camp Gillette, who traces his name back to the Gillette

34、 family of Somerset, England. “Ford”(Henry Ford) mobile, “Benz”(Karl Benz) car, Pierre Cardin clothing, “王守義”十三香, “張?jiān)！眞ine and “張小泉” scissors. Time flies but the brand names reserved, just as some popular advertisements say: “百年張?jiān)?傳奇品質(zhì)”.1.1.2 Place-names as Brand NamesThere are also lots of products

35、 taking the place names as their brand names. Such as “Mao Tai” wine which is produced in Maotai Zhen, China; “Shi Lin” tobacco from names of scenic spots. Some brand names originate form myths, or literary works. These brand names usually hold special cultural and historical meanings. Such as “Sapp

36、oro” beer takes the name of “Sapporo”(北海道) to push sale. “Champagne”(香檳酒) uses the produce place name in France as its brand name. “Nike”, Nike means victory in Greek Mythology. As the brand name for sportswear, it brings a favorite meaning to beat your competitors. “杜康” liquor, originates from the

37、Tang poetry: “何以解愁，唯有杜康”，which was written by Li Bai, a famous Chinese poet in the Tang Dynasty (618-907). This brand name suggests the good quality of the product and shows its long history as well. “Shangri-Li”(香格里拉) is a fabled name by the English famous writer James Hilton, Shangri-Li is a beaut

38、iful place and an Xanadu that everyone wants to go, this lets “Shangri-Li” be accepted by the whole world.1.1.3 Exotic Words as Brand NamesExotic word means the word is borrowed from other languages. The exotic word brand names are the result of the cultural exchange. As A.L. Kroob said, each cultur

39、e is absorbing new things, either from oversea or native land and the new coming things will be rebuilt to cater for its own culture. For example, “Valderma” is an English medicine soap brand. The word Valderma is made up by Value and derma, “derma” is a Greek word, which means skin. So the brand na

40、me “Valderma” means this soap is good for your skin. “shampoo”(香波) is an Indian word means massage your head，when the Britain invaded India Shampoo was collected as an English word.1.1.4 Common Words as Brand NamesEveryday we use common words to talk, communicate and will find these common words are

41、 useful in our daily life. When the common words become some brand names, it seems easier to be accepted by the common people. Common words are superior to the proper names in the promoting goods because it is easy to be remembered. Common words convey more information concerning the products. As fo

42、r brand advertising, common words also have more advantages than proper names, because they are short and usually indicate the good quality, feature or function of products, therefore common word brand names can leave a good impression on consumers. Common words have specific and definite meanings,

43、for example, “Forever(永久)” bicycle which indicate the good quality of the bicycle that never be broken; “Snow(雪花) ” beer lets you think the beer is cool and has rich white foam; “Diamond” watch suggests the wearer of the watch is a noble man; “Safeguard(舒服佳)” soap means the soap can protect your ski

44、n from germ. From the above examples we can notice that common word brand names usually conduct a certain meaning of its products.1.1.5 Coined Words as Brand NamesCoined words are the words that we cannot find in dictionaries. They are man-made new words. As for the Coined word brand names, they are

45、 created by considering the characteristics, functions and qualities of the products, adopting word formation rules and motivations, and taking other elements into consideration, such as language, culture, market, psychology and aesthetics. There are some specific features in the coined words. First

46、 its exclusive. As a new word, it is in the position to create one that is different from any one existing in the world. This helps your product to distinguish others easily. Second its productive. There are so many methods to create a new word, so do the brand names. Therefore, more brand names can

47、 be coined.As for the coined word brand names, we also can find some rules in it. There are several ways to make up brand names, such as shortening, compounding, blending, anagrammatic spelling and affixation. The followings will discuss these methods respectively with the brands around us as exampl

48、es.a. ShorteningThis rule is mostly used in scientific field. They are the simplified forms of the original words. There are two ways to coin a new word in this way. One is called clipping, the other is initialing.Clipped words:IntelCPU Integrated ElectronicsPepsiSoft drinksPepsinCleaninToothpasteCl

49、eaningInitialed words:AMD Computer Advanced Micro DevicesNEC ITNippon Electric CompanyFIATMobileFabrica Italiana Automobili TorinoIBMComputerInternational Business MachinesKFCFast foodKentuchy Fried Chichenb. CompoundingCompounding is another important way of forming new brand names. It is usually f

50、ormed by two words, which can describe the features of the products. As for the brand names, these kinds of words have advantages in description but disadvantages in the length of the brand names. For example a kind of Cosmetics is called “Clean & Clear” which means it can make the skin clean an

51、d clear.c. BlendingBlending means to combine the meanings and sounds of two words into one and each part of the word is not in its full form. Timex Digital watch time and excellent Skince Soap skin and nice Mettoy Toy metal and toyd. Anagrammatic spellingAnagrammatic spelling is to change the form o

52、f the words by lexical deviation or graphlogical deviation. This method can make the brand names more attractive and leave a deep impression on consumers. Kilm Milk powder Milk LUX Soap LucksPut-U-Up Sofa Put you upe. Affixation Affixation is one important way in forming new English words. Some are

53、prefixes like Accu-, Dura-, Max-, Multi-, Ultra-; some are suffixes like -grapg, -phone, -sonic. General speaking, an affixes has special meaning and can suggest the features of products. For examples, “Accu-” is a prefix about features, which indicates the precision and accuracy of products; like “

54、Accutron” electronic watch; “-sonic” is a suffix concerning sound. It is widely used in brand names for audio-video products, for instances, “Panasonic”(松下) a world famous brand from Japan, and “Amoisonic” electron(廈華電子).1.1.6 Coined Words as Brand NamesCoined words are the words that we cannot find

55、 in dictionaries. They are man-made new words.1.2 Classification of Brand NamesThe names given to products come from many different ways.1.2.1 Persons Names as Brand NamesA quite part of initial brand names come from the names of producer, inventor or creator, because the forerunner believed that th

56、e adoption of the persons names could increase the confidence of the products.1.2.2 Place-names as Brand NamesThere are also lots of products taking the place names as their brand names.1.2.3 Exotic Words as Brand NamesExotic word means the word is borrowed from other languages.1.2.4 Common Words as

57、 Brand NamesEveryday we use common words to talk, communicate and will find these common words are useful in our daily life.1.2.5 Coined Words as Brand NamesCoined words are the words that we cannot find in dictionaries.1.2.6 Coined Words as Brand NamesCoined words are the words that we cannot find in dictionaries.1.3 Classification of Brand NamesThe names given to products come from many different ways.1