Research On Cosmetics Brand Name From The Perspective Of Language And Culture

Brand is the intangible asset of an enterprise,and brand name plays a vital role in the development of a brand.A brand name is a combination of language and culture.It contains multiple language elements such as pronunciation,semantics,and vocabulary.It also has abundant cultural connotations,which conforms to the national and cultural psychology of consumers.This article takes 1057 domestic cosmetics brand names as the research object,studies their phonetic,semantic,vocabulary,and rhetorical characteristics,analyzes their metaphorical thinking,naming forms and cultural connotations,and finally concludes that the still existing problems in the naming of domestic cosmetics brand names and put forward targeted suggestions.The thesis consists of five parts:The first part is the introduction.The introduction mainly introduces the topic background,research significance,research overview,research objects and research methods,and overview of the domestic cosmetics brand names.The second part is the analysis of language characteristics of domestic cosmetics brand names.This part mainly analyzes the phonetic features,semantic features,vocabulary features,rhetorical features,and metaphorical thinking of domestic cosmetics brand names through the statistical methods.The third part is the naming and cultural connotation analysis of domestic cosmetics brand names.This part mainly analyzes and summarizes the main naming forms of domestic cosmetics brand names,as well as the traditional and contemporary culture embodied in them.The fourth part analyzes the problems that still exist in the brand names of domestic cosmetics and puts forward some targeted opinions.The fifth part is the conclusion.This part mainly generalizes and summarizes this paper.