Cognitive Analysis Of Brand Names With The Conceptual Blending Theory

With the development of globalization,a great variety of brands have been an increasingly prevailing fashion in people's daily life and have played essential roles in modern society.At the same time,competition in all walks of life has gradually evolved to the competition of brands.A brand name,as an intangible asset of an enterprise,is the representative of the enterprise.There is no doubt that an appropriate brand name has strategic significances for an enterprise in terms of shaping a good image and attracting the customers as well as promoting the consumption of goods.However,most of researches about brand names are confined to the fields of the marketing,aesthetics,semiotics,semantics,pragmatics,social culture as well as translatology.In contrast,there are relatively few scholars who explore the internal meaning construction processes of brand names from the perspective of cognitive linguistics,not to mention studying the internal meaning construction processes of brand names under the framework of conceptual blending theory.Conceptual blending theory,which is proposed by Gilles Fauconnier and Mark Turner,is a crucial theory that has a strong explanatory power to various linguistic phenomena.What's more,it is concerned with revealing the dynamic process of meaning construction.Therefore,this thesis is goingto uncover the internal meaning construction processes of brand names from the angle of conceptual blending theory through the collection and analysis of related data.In this thesis,the brand names collected by the author will be categorized.Then,within the basic framework and the network model of conceptual integration theory,the internal cognitive operation processes of brand names wil be uncovered through qualitative and quantitative analysis.In the analyzing process,meaning formation processes of brand names are going to be revealed.What's more,brand names are special forms of vocabulary,and there are brand names of new words consisting of common words and special words,such as brand names composed of numbers and other words and brand names comprising compound words and blended words.Conceptual blending theory is expected to deconstruct meaning construction processes of the brand name vocabulary,so as to prove that this theory has a explanatory power to the formation of new meanings of both the common words and special words.Meanwhile,the author finds that conceptual blending theory is able to expound the construction bases and processes of the new words to a certain degree.Furthermore,some factors affecting roles of brand names are supposed to be found out in the process of analysis,which is of great importance for people to correctly understand meanings of brand names and for brand naming.