A Study Of Chinese Beverage Sub Brand Names

In this paper,corpus analysis and statistical analysis are used to study 900 beverage sub-brand names.We divide beverages into 10 categories according to the types of beverages,and are divided into four categories: direct-directed,indirect-directed,direct + indirect-directed,and non-directed based on the relationship between the sub-brand name and the generic name.This article discusses the combination mode of sub-brand names and finds that it is dominated by single-element combination mode,of which the pure Chinese character mode accounts for 90%;dual-element and multi-element combination modes are supplemented.Affected by Internet culture and Chinese and foreign cultures,there are a large number of popular culture words and other symbols in the combination model.Sub-brand names have their own characteristics in terms of phonetics,semantics and structure.In terms of phonetics,they have three or four syllables,and the upper tone is low in frequency.In terms of semantics,the neutral words and common styles of beverage sub-brand names appear frequently.The name uses the characteristics of homophones and similar words,and the homophony is embedded in the name of the fruit or other raw materials to achieve the effect of semantic puns.The internal form of some sub-brand names is ambiguous,and the semantic and grammatical structures cannot be separated.In terms of structure,sub-brand names are also structured according to the structure of words and phrases,mainly supplemented by word forms and phrase forms as the main form,and there are also unstructured multi-character combinations.Beverage sub-brand names start from the perspective of the naming object,the subject and the receptor,and combine the four semantic attributes of the object to point to the name.The object angle includes appearance,location,composition,time,efficacy,and preparation methods.The subject angle includes wishes,aspirations,and ridicule,and the naming recipient angle includes gender,age,cognition,pursuit,and feelings.By studying the dynamic development of beverage sub-brand names,we found that there are trademarks and generalized development laws,which reflect changes in status and functions.Whether it is to develop up to a brand name or down to a generic name,the process is a long one.In addition,under the promotion of network culture,beverage sub-brand names also have novel,informatized,functional,and localized naming trends.In the process of naming and development of sub-brand names,attention should be paid to follow the characteristics of linguistics and trademarks,and to develop in a healthy and standardized manner.