A Study On The Phenomenon Of Deviation Of Brand Name

Brand name is a part of a brand that can be called or spoken out, and which is the key element of the brand. During the formation and usage course of brand name, there exists lots of deviation phenomena. Our purpose is, from the perspective of linguistics and rhetoric, to generalize the deviation techniques adopted by many brands, and degree zero, deviation in consciousness or unconsciousness which exists in the business circle into regularity, and then transform it into conscious methodology principle. Degree zero, deviation is a pair of basic concept in rhetoric. This paper tries to study systematically the special linguistic phenomena of deviation of brand name by the theory of degree zero, deviation and four worlds regarded as some new methods. At first from the point of linguistic (phonetics, vocabulary, grammar, style) and non-linguistic aspect (physics, culture, psychology), all kinds of linguistic deviation phenomena are described statically. And then from the diachronic and synchronic point, the dynamic transformation among degree zero, positive deviation, negative deviation is described. This paper includes five sections as follows:Section one mainly summarizes and briefly comments on the background of title chosen, and the status, method and significance of the related research both at home and abroad.Section two and three explore and research the deviation phenomena of brand name which exists in the four worlds.Section four is to be devoted to the transformation among degree zero, positive deviation, negative deviation.Section five draws to a conclusion.