摘要
在全球化贸易背景下,饲料产业的品牌竞争已延伸至国际市场。品牌命名作为消费者认知品牌的首要符号,其承载的文化内涵与认知逻辑远超基础的标识功能。鉴于此,文章以认知语言学中的意象图式理论为框架,聚焦容器、路径、力量、平衡及部分—整体五大基本图式,系统分析其在不同文化语境下的表征差异,并结合跨文化传播规律,提出饲料品牌命名中意象图式的应用策略,旨在帮助饲料品牌突破认知壁垒,精准传递品牌价值,从而推动饲料产业的国际化发展。
In the context of global trade,brand competition in the feed industry has extended to the international market.As the primary symbol of consumer brand recognition,brand naming carries cultural connotations and cognitive logic far beyond basic identification functions.In view of this,this article takes the image schema theory in cognitive linguistics as the framework,focusing on the five basic schemas of container,path,force,balance,and part-whole.It systematically analyzes the differences in their representation in different cultural contexts,and combines cross-cultural communication laws to propose the application strategies of image schemas in feed brand naming,aiming to help feed brands break through cognitive barriers,accurately convey brand value,and promote the international development of the feed industry.
作者
华鸿燕
HUA Hongyan(School of Foreign Studies,Zhongyuan University of Technology,Zhengzhou,Henan Province 450007,China)
出处
《中国饲料》
北大核心
2025年第22期85-88,共4页
China Feed
关键词
跨文化视角
饲料品牌
品牌命名
意象图式
国际化发展
cross-cultural perspective
feed brand
brand naming
image schema
international development
