文摘
英文文摘
Chapter One Introduction
1.1 Purpose of this thesis
1.2 Research methodology and data collection of this study
1.3 Organization of this thesis
Chapter Two Current Studies on Trademarks and the Theory of Iconicity
2.1 Introduction
2.2 Current linguistic studies of trademarks
2.3 Theory of iconicity
2.3.1 Debate on the nature of linguistic signs
2.3.2 Relationship between arbitrariness and iconicity
2.3.3 Definition and classification of iconicity
2.3.4 Application of iconicity in advertising language
2.4 Summary
Chapter Three Iconicity in Trademarks
3.1 Introduction
3.2 Principles of trademark naming
3.3 Imagic iconicity in trademarks
3.3.1 Onomatopoeia in trademarks
3.3.2 Sound symbolism in trademarks
3.4 Diagrammatic iconicity in trademarks
3.4.1 Relational ieonicity in trademarks
3.4.2 Structural iconieity in trademarks
3.5 Metaphorical iconicity in trademarks
3.5.1 Metaphorical iconicity in Chinese trademarks
3.5.2 Metaphorical iconicity in foreign trademarks
3.5.3 Metaphorical iconicity in Sino-foreign trademarks translation
3.6 Summary
Chapter Four Similarities and Differences between Chinese and Foreign Trademarks and the Relevant Causes
4.1 Introduction
4.2 Similarities and the underlying causes
4.3 Differences and the underlying causes
4.3.1 Discrepancy in linguistic features
4.3.2 Cultural conflicts
4.4 Summary
Chapter Five Conclusion
5.1 Summary of the whole study
5.2 Implications and applications of this study
5.3 Limitations of the study and suggestions for future research
Bibliography
Acknowledgements
在校期间的研究成果及发表的学术论文
