한중일 자동차 이름에 나타난 문화 연구

Abstract

This study examines metaphors of the automobiles' brand naming in Korea, China and Japan. The name of automobile has the metaphor and it contains the high status rather than considering the ‘movement or speed’ that could be the characteristics of automobiles themselves. In the case of large automobiles’ naming, they are used the names that present the status and hierarchy to the owners of their cars. It is caused the social perception that the naming of automobiles is designed to the status-distinction. In the case of midium sized automobiles, the naming of automobiles choses the excellent quality of themselves and the small sized automobiles’ naming does the meaning of vivid, solid and cute images of automobiles themselves. We prefer the method of ‘alphanumeric’ in the field of naming of automobiles and it means the cohesion between alphabet and numbers. It could be the way to avoid the ambiguity of different cultures. The naming of automobiles can be classified as the followings : 1) it gives the identity as the merchandise and categorizes the unique traits of automobiles; 2) we have to name automobiles showing the property of them; 3) the well-named automobiles has the personality that could be changed into common noun from proper noun. We believe all products are the kind of symbols or icons and could be understood as the cohesion of material and meaning. The same formula is used the cohesion of physical property and social meaning. In conclusion, we looked that the metaphor for the subjective or common characteristics of various languages and human psychology is reflected in the domestic automobile brand naming.