英语臆造词汇商标词初探

英语臆造词汇商标词初探
摘  要

英语臆造词汇商标词是一种形意奇特的商标词，近些年来在品牌运作和广告宣传中颇受青睐。在竞争激烈的市场上，商标关系到企业的形象，信誉和实力等一系列重要因素。商标作为一种文化现象，广泛存在社会生活中，对企业商品的宣传、推销、美化人们的生活，起着重要的作用。商标词可以分为专有名词，普通词汇和臆造词汇商标词三种。商标词的构成不是任意的。英语臆造词汇商标词是根据商品的特点、性能、用途等,综合语言、文化、心理、市场、美学等诸学科的原理创造出来的新词。英语臆造词汇商标词大多读音响亮简洁，在其构成中灵活运用了英语构词法。英语臆造词汇商标词具有新奇、简洁、优美三大特点，在品牌运作和广告宣传中显示出极强的区分性、描绘性和吸引力。

关键词：商标词，臆造商标词，构词法，特点
A Study of English Coined Trademark Words
 
ABSTRACT
                
As a kind of trademark words with peculiar figuration and meaning, English coined trademark words are favored increasingly by merchandisers in brand operation and advertisement publicity. In a competitive market, the trademark of a product is one of the key factors for a company to achieve success. It determines the image, credit and economic power of a company. A successful trademark plays a noticeable role in developing the international market and creating the enterprise wealth. As one kind of cultural phenomenon, English trademarks, which widely exist in social life, play an important role in the public awareness of the enterprise commodity, the sales promotion, beautifying people’s life. Trademark words can be classified into three corresponding kinds: proper name trademark words, common word trademark words and coined word trademark words. English trademark can not be arbitrarily created. English coined trademark words are created according to the principle of linguistics, culture, psychology, marketing and aesthetics, as well as the attributes and functions of products. English coined trademark words have three characteristics, namely, novelty, briefness and beautifulness, which display the strong distinctiveness, descriptiveness and attractiveness in brand operation and advertisement publicity.
Key words: trademark words, coined trademark words, word formation, characteristics

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