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題名 | 房產命名的品牌符號與語法結構之解讀=Brand Symbol and Grammatical Structure of Real Estate's Naming in Taiwan |
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作者 | 邱順應; | 書刊名 | 設計與環境學報 |
卷期 | 11 2010.12[民99.12] |
頁次 | 頁67-82 |
分類號 | 496.1、496.1 |
關鍵詞 | 品牌命名; 詞素; 品牌符號; 語法結構; Brand naming; Morpheme; Brand symbol; Grammatical structure; |
語文 | 中文(Chinese) |
中文摘要 | 本文之品牌命名研究,旨在探究命名時引用品牌符號之類型擇定與詞素結構,首先針對擇用符號之系譜趨勢做類型歸整,其次再細究與結論這些品牌符號在引用時之詞素結構與句法原則。 研究擇定房產建案之命名為語料樣本,施以符號彙整及構詞語法分析。研究結果顯示,房產命名在引用市場上之知名品牌符號時,在系譜軸的擇定上,明顯走簡化趨勢,都是單一品牌名稱之純粹引用,以產品類別而論,知名飯店與飲料品牌為命名引用之大宗;個別品牌之系譜引用,前三名依序為左岸咖啡、誠品書店、ipod。至於毗鄰軸詞素(morpheme)的結構與句法原則上,則呈現極端簡潔與繁複堆壘兩個完全相對之分岔路徑。 |
英文摘要 | The main purpose of the study is to find out how famous brand symbols (such as LV, SK2, ipod, etc.) are utilized in naming. This paper not only tries to find the reflected application of symbols in the real estate field. Moreover, the style and grammatical structure utilized in the naming statement is also analyzed. The method used for this study is documentary analysis and morphology. It's found through this research that the selection and presentation in the brand naming tends to be simple. Moreover, the grammatical structure of morpheme tends to be increasingly polarized between extremely simple and extremely complicated. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。