A Linguistic Survey For Clothing Trademark

A trademark, a short form for goods identifier, is a special mark used by producers or proprietors to discriminate their own goods from others' in the market. Clothing trademarks have many different forms, but the study focus on trademarks with letters or characters. With the increasingly developing life quality of Chinese people and the wide intercourse of economy with nations in the world, this study centered on the langue of clothing mark is full of the guiding significance.The study proceeded with speech sounds or pronunciations of the marks, which often have a well-known name or fame among the people by the good arrangement of level and oblique tones, or the employment of initial consonant and simple or compound vowel, or using of the onomatopoeia, partial tone, sound overlap, etc. As for lexical features, clothes trademarks are characterized with short and brief syllables to reduce the loading of memories. The vocabularies of popular clothes marks usually have fine compatibilities of old and modern, the flexibilities of home and abroad and temporarily language refreshing. For rhetoric, with figure of speech, overstatement, pun, assimilation, resembling, reference, enantiosis, melonymy, palindrome, association, etc, the trademark of clothes enriches the content. Meanwhile the study examined the naming reason, winterized or localized base phonetically, semantically and pragmatically. Language closely correlates with culture, so does clothing trademarks. It roots deeply in Chinese tradition and immerses in Philosophy, literature, arts and so on. Also with the spreading of foreign culture, cyber-culture, fashions, it entails, records, and transmits the culture. The study employs plenty of sample materials of clothes trademarks, and they are randomly extracted from the real products name and the translation instances, which are very helpful to the study.