An Analysis of Brand Names under the Framework of Conceptual Blending Theory_英语论文

摘要

随着经济全球化的发展、人民生活水平的提高，进口美妆商品的市场越来越广阔，与此同时，大量资金与人才的流入也使得商品竞争越发白热化。在商品销售过程中，美妆产品的品牌名称有着不可忽视的影响。本论文旨在运用Fauconnier和Turner提出的概念整合理论，在认知层面上，对进口美妆的品牌名称进行分析，探索适合的品牌名称命名策略。

本论文共由四个部分组成。第一部分主要介绍本论文的研究方向及框架结构。第二部分旨在简要阐释概念整合这一理论，并回顾了该理论与认知语言学的关系。第三部分则基于概念整合理论，以进口美妆品牌的品牌名称为语料进行分析，本论文共设计四例个案分析，是全文的重点。第四部分首先对全文的概括和总结，然后为相关研究提出了一些建议，最后指出了本论文的一些研究局限。

关键词：品牌名称 概念整合 新创结构

Abstract

This thesis aims at discussing the comprehension of cosmetic brand names under the framework of Conceptual Blending Theory, which is put forward by Gilles Fauconnier and Mark Turner and is proved to be effective against demonstrating a great variety of both linguistic as well as non-linguistic phenomena, and  it also endeavors to show an alternative perspective on the following researches of cosmetic brand names.

This thesis is composed of four parts. Part 1 offers a concise introduction of the general structure of the whole study. Part 2 provides a general review of Conceptual Blending Theory and of its relationship with Cognitive Linguistics. In part 3, the author makes an analysis of cosmetic brand names on the basis of Conceptual Blending Theory and in this part the analysis is demonstrated with case study. Part 4 gives a conclusion and brings forward some limitations as well.

Key Words：Conceptual Blending Theory; Cosmetic Brand Names; Emergent Structure

Contents

1  Introduction 1

2  Literature Review 2

2.1 Previous Studies on Brand Names in China 2

2.2 Previous Studies on Brand Names in Western Countries 3

2.3 Summary 3

3  Conceptual Blending Theory 4

3.1 Development of Conceptual Blending Theory 4

3.2 The Network Model of Conceptual Integration 6

3.2.1 Four mental spaces 7

3.2.2 Operations of Four Mental Spaces 8

3.3 Types of Integration Network 10

3.3.1 Single framing network 10

3.3.2 Frame network 11

3.3.3 One-sided network 11

3.3.4 Two-sided network 11

4  Conceptual Integration in Cosmetic Brand Names 12

4.1 Poison 12

4.2 Lancôme 14

4.3 Estée Lauder 16

4.4 Syoss 18

5  Conclusion 20

5.1 a brief summary of the study 20

5.2 limitations and implications 20

Bibliography 22

Acknowledgments 24