随着中国经济的迅猛发展,品牌商标文化已经成为新兴的技术密集型产业。把握商标所蕴含的文化和语言流变,对于我们研究语言的社会化程度和趋势具有重要意义。笔者从第一手调查资料入手,从当前形势、研究价值、商标调查、命名依据等方面出发,探索商标品牌的语言文化外延。 With the rapid development of China’s economy, the brand culture has become a new technology-intensive industry. To grasp the cultural and linguistic changes inherent in trademarks is of great significance for us to study the degree and tendency of the socialization of languages. Starting from the first-hand survey data, the author explores the linguistic and cultural extension of trademark brands from the aspects of current situation, research value, trademark investigation and naming basis.