| 摘要: | 隨著時代的進步及經濟的繁榮，人民的生活水準不斷的提升，擁有一輛汽車的對象，不在只是特定的人士或是族群。使得汽車變得普及化，汽車銷售商若想在競爭激烈的市場上佔一席之地，需不斷的想著各式各樣的手法。比如：在汽車顏色上，命名一個動聽的名字，如：漢語「幻影黑」(德語Phantoschwarz)諸如此類的手法。這可吸引消費者的注意，並贏得消費者的青睞；進而刺激購買慾望。這樣行銷手法，讓市面上有關汽車顏色的詞語被大量的製造出。這些汽車漆色詞，從音節、構詞及語義上又與傳統的顏色詞，大不相同。
本論文運用語言學的研究方法，去探討漢、德語汽車漆色詞之間的相同處與相異處。除此外，本論文以汽車漆色詞為研究對象，其主要的目的，是想與其它有關顏色詞的論文做區隔；不再只是拘泥探討兩種語言在顏色詞的文化上之間的差異。
社會的貢獻則是以不一樣的角度，去解析這類新造詞；提供不一樣
的想法與理念，分析台灣與德國，在購買汽車顏色的選擇，有何差異。而這樣的研究方式，也對汽車市場的色彩營銷提供不同的理論及看法。
As the times progress and economic prospers, people's living standard continues to improve. Not just certain people or groups can have cars, which makes cars become universal. If the car dealers want a stable status in the competitive market, they have to be constantly thinking about a variety of means. For example: to give a car an attractive name such as "Phantom Black". This attracts the attention of consumers, and stimulates the desire of consumption. This marketing approach causes the creating of the color terms for the vehicles. The automobile paint color terms are very different from the traditional ones in syllables, word formations and semantics.
In this paper, I use the linguistic research methods to explore the identity and difference between the automobile paint color terms in Chinese and German. In addition, the main purpose that I have automobile paint color terms as the research target is to differentiate from other papers, which doesn’t only rigidly stick to the cultural difference of the color terms between the both languages.
As a contribution to the society, this paper resolves those new terms based on a different point of view and provides a different idea and concept. It analyzes the difference how people choose the color of automobiles in Taiwan and Germany. This research method also offers different theories and views for the color marketing of the automobile market. |
