| Being the most common language phenomenon, shop names are the manifestation of people's creativity. They can reflect the socio-cultural, aesthetic psychology of the people and the social status and mental outlook of a city. Therefore, shop names as a social language, should deserve our research. Based on the theory of socialinguistics and rhetoric, from language, culture and rhetorical aspects of the three, this paper analyses 3769 shop names of catering industry in Guangzhou, in which quantitative and qualitative analytic methods are used. As the body of paper, it develops its elaboration on the shop names into five parts, including to see the culinary culture and characteristics of Guangzhou form the names, the business tags of shop names, naming tendencies,the rhetoric methods to form good names and some problems existing in the shop names.We get the following conclusions:(1)The shop names of catering industry reflect the culinary culture of Lingnan and other places and they also reflect Guangzhou is a open, inclusive and equitable city which with the innovation and obvious features of daily life; (2) There are many generie names which have no significant features of catering industry; The generie names of various shop names have their own characteristics; Some generie names highlight the geographical features of Guangzhou; (3)A11 kinds of catering industry names have different naming tendencies.But overall these names, we can summarized these naming tendencies: emphasis on family name; pursuit happiness, luck, elegant, interesting and strange; respect for nature and so on; (4) A good catering industry name can be formed by all kinds of rhetoric methods. Finally, several problems are discussed about the shop names of catering industry in Guangzhou.
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