从洋化到本土化：国产美妆品牌命名策略与价值取向的社会语言学研究——基于159例品牌名称的社会语言学实证分析

From Foreignization to Localization: A Sociolinguistic Study in Naming Strategies and Value Orientations in Domestic Beauty Brands—A Sociolinguistic Empirical Analysis of 159 Brand Names

摘要: 本研究从社会语言学视角出发，聚焦中国国产美妆品牌的命名实践，系统考察其命名策略从“洋化”到“本土化”的价值取向转变。为开展这一分析，本研究首先构建了一个涵盖160个品牌名称、时间跨度近两个世纪的历时语料库，并采用定量与定性相结合的方法，从语音、词汇、语义和修辞四个层面，对洋化与本土化两种命名策略的语言特征进行了系统比较。分析结果清晰表明，品牌命名策略的演变与不同历史时期的消费者心态、市场竞争和文化认同保持着动态的关联。总体而言，品牌命名的变化并非孤立的市场行为，而是深嵌于社会文化结构之中，具体表现为品牌形象建构的一个阶段性过程：即从“国货”到“仿洋品牌”，再演进为“新国货”。

Abstract: From a sociolinguistic perspective, this study focuses on the naming of Chinese domestic beauty brands to systematically examine the shift in value orientations of their naming strategies from foreignization to localization. To conduct this analysis, the study first constructs a diachronic corpus encompassing 160 brand names with a time span of nearly two centuries, and adopts an integrated quantitative and qualitative approach to carry out a systematic comparison of the linguistic features of foreignized and localized naming strategies in terms of phonology, lexis, semantics and rhetoric. The analytical results clearly indicate that the evolution of brand naming strategies maintains a constant dynamic correlation with consumer mindsets, market competition and cultural identity in different historical periods. Overall, the changes in brand naming are not an isolated market practice but are deeply embedded in the sociocultural fabric, which is specifically manifested as a phased process of image construction evolving from “national products” to “imitation foreign brands” and then to “new national brands”.