A Sociolinguistic Analysis Of The Naming Of Chinese Local Clothing Brands

Clothing brand naming is involved in such disciplines as sociology, linguistics,psychology, aesthetics, and the paper is trying to analyze the local clothing brands from theperspective of sociolinguistics. First, the paper starts from the concept of clothing brand and abrief introduction of the development of the local clothing brand as well as the function of theclothing brand. Second, focusing on the characteristics of the voice and the vocabulary of themen’s, women’s and children’s clothing brands with statistical analysis. On the voice of themain statistical analysis of the clothing brand names, the paper analyzes phonology such asvowel, tone. According to the use of the vocabulary, the paper analyses the number ofsyllables, high-frequency words, color words and numeral words of these three kinds ofclothing brands. These statistics, on the one hand, are trying to identify the similarities anddifferences of these three types of clothing brands; on the other hand, are trying to summarizethe influence of socio-cultural factors such as gender, age and cultural implication of theclothing brands. Then the paper pays attention to the national culture reflected in the clothingbrands from the cultural dimension. Finally the paper comes to summarize and suggest theclothing enterprises consider the social impact of the gender, age and other factors and makethe brand name harmony in voice and original in conception as much as possible whilenaming the clothing brand. The paper also suggests clothing enterprises improve culturalawareness and innovation capability in order to attract more consumers, helps consumers tolearn more social and cultural connotations about the clothing brand naming in order tochoose the clothing brand better and pay more attention to brand culture.From a functional perspective, the research on the relationship between the clothing brandlanguage and socio-cultural factors widens the use of language; from an application point, thepaper try to find the difference on voice and vocabulary in different person in order to guidethe people to design and choose clothing brand effectively, clothing brand naming hasaroused more concern, including linguists.