The Consumption Culture Research Of The Brand Naming

The article takes Baudrillard's "The Symbolic consumption" as the inquisition foundation, taking the summary of brand naming rule as a breakthrough point, using the cultural science and the linguistics method to analyze the Chinese society reforming time's consumption culture phenomenon, and aiming to expose the development of the symbolic consumption in China.The theory literature involved in this article is quite rich, abundance articles about Baudrillard's consumption theory and related literature material which is ready for continuously discussing the Chinese consumption culture.After the full investigation at China's consumable market, the author chose the product which has the most consumption characteristics and established the brand name database according to reliable and objective language materials. Also the author carries on statistics, comparison and research with specific data. In the foundation of science database, this article takes the linguistics essential factor as a breakthrough point, reorganizing and summarizing the characteristics of the syllable, intonation, and commodity name structure, semantic and functional word in brand name.The "desire logic" of the "Symbolic consumption" which Baudrillard emphasized on, cannot apply mechanically to the Chinese society. Because there are so many differences between the West Country and China in social systems, economic systems, culture's alternate evolution, and the transforms of people's psychology aspects. So the entire social picture in China is at variance with what Baudrillard has described in his famous book.This article attempts to inquirs the brand naming module, and combs the "Symbolic consumption" of Chinese society, and then seeks the interactive relations between the "Symbolic consumption" and the brand naming in china. And wish to have the understanding by the time to the Chinese Consumption culture and its characteristic.