earticle

영어

is study tried to analyze Chinese trade names with the tool of sound as a formal element, eliminating syntactic forms and meanings that trade names keep. Even though there might arouse suspicion that once eliminating the meanings, the names of the stores would result in uselessness, the study did draw a meaningful conclusion which could be valued high. This study aimed at dealing with the following questions. Suppose that the isolated characteristics and the special form of Chinese language have a strong influence on the development of trade names, how many syllables will Chinese think the most proper trade name has? Are there any specific initials and finals that they prefer or avoid? If any, what are the reasons? Chinese is a language differentiated by tones. Then, does the tones have to do with the development of trade names? If so, under what specific situation? Does this linguistic features influence the choice of the main trade name and auxiliary trade names? Will the social variants like age, sex, occupation influence the development of trade names? Are there any differences on naming the trade names between the teenage consumers and middle age consumers? Will these show any differences according to jobs? How will these observation and analysis help predict the direction of change of the signboard language afterwards. To answer these questions, a lot of trade names were collected and consumer survey was done. Analyzing and interpreting the materials, this study identified the characteristics of Chinese trade names and touched upon the consciousness of the Chinese consumers about trade names. The number of collected store names were about 300 stores at three different places of Sanghai(total 920 stores) and 100 people were interviewed. As a result, the study has discovered the great recurring pattern that the blade-aveolars(z, c, s) are least frequently used among the initials, that simple finals (especially a, I, u) are used more than compound finals and that the third tone is not used frequently and this study tried to find out their causes. If Korean companies trying to enter China want to develop a trade name which appeals to Chinese consumers, they need to use these points "intentionally". They have to draw what is inherent in the subconscious of Chinese to the world of consciousness and materialize it in the new trade names. This study will help to think about these points.