The Research On Food Trademarks In The View Of Linguistic

The trademark is a kind of mark of commodities, which can distinguished from similar commodities produced by other commodity producers and dealers, and it has kinds of forms. This paper mainly discusses wordmarks as well as the combination of signs such as words, figures letters. In the system of market-oriented economic, the competition in Chinese food industries is becoming more and more fierce. To study productions themselves and to name their trademarks play a positive role in the sustainable development of food brand.This paper analyzes the characteristics of food brand name, discusses functions of food brand name from the perspective of social psychology and culture, and points out the main problems and principles of naming foods. Firstly, this paper analyzes the food brand name from the perspective of linguistics. In phonetics, most food brand names can be recognized and remembered easily by the use of words with two syllables, three syllables and four syllables. The food's trademark sounds easy on the ear by means of rational use of phonetic devices such as reduplicative syllables, onomatopoeia and puns, modified compound words are usually structural forms of the food's trademark. Derivatives are used at least. In semantic, this paper studies characteristics of naming food such as diversification and individuation in the use of words, and analyzes its emotional factors and images and stylistics. In Grammar, this paper reveals the grammatical attribute of food brand name from the perspective of syntactic structures. It also classifies functions of naming food brand into five categories, that is, the distinguishable function, the cognitive function, the advertising function, the social function and the aesthetic function. In addition, from the relationship between language and society, this paper analyzed food trademark concerned material basis, culture and social system. Food trademark not only expresses rich connotation in Chinese culture, but also is profoundly influenced by Chinese culture. Meanwhile, the trademark promotes the spreading of Chinese culture.According to the questionnaire survey and the result of mental experiment, the paper studies the relationship between food's trademark and consumers'psychology as well as social psychology. At last, it raised the main problems of naming food brand, and draw the conclusion that the principles of naming food brand.