Research On New Commerce Color Words

New commerce color words, created in recent years, refer to the words or phrases used to demonstrate the color of products, and they mainly used in commercial advertisements and product instructions, and applied in fashion goods such as:mobile telephone,MP3,camera,automobile,costume,hairdressing. This type of words has some differences with traditional color words in aspects of meaning and usage, thus it is worth studying and there is still a huge space remained.We still have a long way to go in studying on new commerce color-words. Presently we have the following problems need our further study:Insufficiency in recognizing the advertisement identification of these words, which result in the absence of deep study on the creation and popularization of new color words from prospect of advertisement design; inadequate stress on the characteristics of code transferring of new commerce words; the study on the influence of traditional Chinese culture and foreign culture, especially post-modernism, upon new commerce color words.The thesis takes new commerce color words as the research object, trying to analyses this kind of color words with theory of linguistics, advertising design and post-modernism. Firstly, By classifying color words with theory of linguistics and analyzing there reason and value with the help of Sociolinguistics, Psycholinguistics, this thesis tries to make a comparison between new commerce color words and traditional color words, and summarizes syllable, structural, category and signification characteristics of these new words, and the reason of its formation. Meanwhile, the thesis divided the color words into three kinds with the theory of Color Cognition:visual perception of color, physiological sensation characteristics and abstract color associations. Secondly, the thesis studies the distinctive art characteristics of this kind of color words, and explores the reason. Finally, the thesis tries to analyses the characteristic in advertisement design,the practical function and postmodernism style of New commerce color-words.As a new way of color naming, the new color words provides many synonyms to traditional color words.