| Summary: | 碩士 === 國立臺東大學 === 語文教育學系碩士班 === 97 === Brand names are invisible assets of corporations. A good brand also reflects corporate culture and values, and so does a product name. A good product name not only has to be easy to read and to remember, but also has to be fresh and unique. The naming of products is not just a language phenomenon, but also an aesthetic and cultural phenomenon. That is to say, names of drinks reveal aesthetic and cultural meanings. Product names involve a variety of fields such as linguistics, rhetoric, psychology, aesthetics, culturology, advertisement and originality. A good product name can add extra value to the brand and a good brand image can boost the sales results. Drinks sold in Taiwan are used as samples and the research methods include methods in linguistics, phenomenistics, semiology, ontogeny, aesthetics, culturology and sociology. The research explores the naming of drinks, and discusses the specialty of drinks in food industry, the commercial considerations of the naming and and their effects, methods and types of naming, the rhetoric and aesthetics in the naming, the collective consciousness and cultural factors in drink names, and the application to language education. Research results reveal that there are specific rules and tips in the naming of drinks.
|
|---|
