【文章內(nèi)容簡介】 ality outside language,including reported ideas or to brand names,it means that a brand name may provide information about the product,such as the function of the product,its features,values and the target consumers.Firstly,many brand names indicate the function of the example,“光明”,“新光”,“光華”are mon Chinese brand names of all indicate the basic function of the lamps,that is,the function to bring example“金嗓子”(medicine)for throat is a good demonstration of this informative function.“金嗓子”in Chinese means”sweet and mellow voice”,and this brand name successfully shows the function of this medicine for throat.“Belform”underwear tells the consumers the product can help maintain a good figure,as“belle”means fine in that consumers can get information about the function of these products.Secondly,“保時捷”being a famous brand name of car,hints that whenever diving the car,people will save a lot of time and enjoy the high speed,because“捷”in Chinese means fast and high the brand name“五糧液”as an example.“五糧液”alcohol indicates the feature of the product is made of five cerealsThirdly,many brand names provide information about the value of certain example,“獅王”(toothpaste)shows the value of the toothpaste,for“王”means top and high level in “水晶”,as brand name for glass,indicates that the glass is as valuable as crystal.Lastly,brand names provide information about the target is for whom the product is speaking,brand names of products for women often suggest beauty,elegance,attraction and gentleness,and example, , Mebelline(美寶蓮)cosmetics,“瘦兒”(slim)shoes,“淑女屋”(fair maiden)clothes,and ,“勁霸”(Kboxing), is brand name for men’s clothes,which is quite different from those for women’ names for men often suggest braveness，vigor,achievement,and power,which cater to men’s psychology and are appealing to men.“勁霸”(Kboxing)symbolizes vigor and power。 In addition,brand names such as“好孩子”(children’s underwear), “孩兒面”(kid’s skin cream), are all brand names of products for children,which employ suitable terms for this way,the designers of the brand names inform people that these products are for children. Aesthetic functionThis function is that language is designed to please the senses,firstly through itsactual or imagined sound and secondly through its metaphors[4]Aesthetic function takes effect when brand names ignite the audience’s aesthetic speaking,to realize this function,a good brand name must be of aesthetic value and memory value refers to the quality of the brand names that can create a sense of beauty,either in form or in beauty in form mainly includes graphic beauty and phonetic beauty in content generally refers to semantic beauty and image memory value is the quality of the brand names that can make people memorize them easily,which means that the brand names should be short and it is said that a brand name with aesthetic value will survive longer in the petition of exampleMamp。M’s(food),Daramp。Dar(jeans),Amour Amour(perfume),杉杉(clothing),安安(facewashing milk),旺旺(food)，親親(pudding)，晨晨(food)，喔喔(sweets)。ElipTop(cigarette),KitKat(biscuit), CrissCross (brassiere)Mar Tas(adhesive),Samara(cosmetics),Playmates(toy),MarPax(food)。Some brand names are not definitely confined to their literal can be endowed with favorable connotations and beautiful association,and we can sense this semantic beauty from the following examples:Sunkist(sun kiss it),which is a kind of juice。and凌志(ambition)is a brand name of Japanese car,and this name originates from one sentence written by our great Chairman Mao,“久有凌云志，重上井岡山”。“佳雪”(skin cream),“婷美”(underwear), “芬怡”(underwear),“匯仁”(medicine),“紅雙喜”(cigarette),“金六?！?alcohol),and in Chinese,characters like“佳”“美”“芬”“仁”“喜”“福”usually convey favorable connotative when these brand names meet consumers’eyes, their invisible semantic beauty conveys to the consumers and exert influence on their purchasing activities. 2 Intereultural munication and brand names Brief introduction to intercultural municationIn intercultural coommunication，culture is considered one of the cores of Intercultural for the definition of culture, there are more than 150 from different perspectives in different to Deng Yanchang and Runqing”culture refers to the total pattern of belifs, customs,institutions,objects,and techniques that characterize the life of a human munity” “Culture consists of all the shared products of human society” This means not only such material things as cities，organizations and schools，but also nonmaterial things as ideas，customs，family patterns， it simply，culture refers to theentire way of 1ife of a soeiety,” the ways of a people.”As for munication,the definitions are more diverse and caried in nature and defined munication as the discriminatory response of an organism to a means that munication occurs when stimulus(environmetal disturbanc) works on an organism and the organism defined munication as social interaction through messages which could be formally coded,symbolic or representational events of some shared aspect of a contended that is was appropriate to regard the municative act as a special instance of the interplay of art organism in relation with its environment, the basic link between humans and their external world,as the prototype of municationIntercultural munication of course refers to the interaction between members of differing culturesCommunication involves people and their ,culture environment is an important factor in when people have different cultural backgrounds,culture has a very important influence munication. Culture reflected in brand names Cultural origin of brand namesThe appearance of brands is the inevitable result of the social origin of brands can be traced back into the middle ages or even since brands came inio being，brands were blessed with cultural syrnbolic meaning and were closely conneeted with the culture they were in.In the embryonic stage,the anc