Linguistics Observe And Study On Store Names In Fengyang

As a kind of social terms, store name not only has the function of alleging the entity shop, but also has the function of transferring commodity information. The research on it has important economics, sociology, culture and psychology significance in addition to its linguistic significance.There are two reasons why this paper selects shop name of FengYang as the research object. First, FengYang is a city of various cultures blended mutually; second, no one has ever studied them. Therefore, it has realistic significance to study them from the linguistic view.The paper includes six parts. In the introduction, the author mainly introduces the research significance of this topic, summarizes the current research situation and the research methods and steps that the paper intends to adopt.The first chapter is the overall overview of the collected 2324 shop names. The paper classifies them according to their business scope, and summarizes the characteristics of FengYang shop names.The second chapter summarizes the regional culture of FengYang, its surface material culture are the Emperor culture, HuaGu culture, Phoenix painting culture and Reform culture; the deep-rooted concept culture are the city spirit of "tough guileless, expansive optimistic, forge ahead, making perfect the whole empire in times of success".Again the author sums up the wording of FengYang store names to explain the above regional culture and summarizes"金,福,明,利,雅,红,龙"as Peculiar words of FengYang store names.In the third chapter, the author analysis the following characteristics of FengYang store names from the pronunciation, vocabulary and the application of figures of speech:syllable composition appears tendencies of "even number" and uses four syllables as the main form; In addition to using Chinese characters to name store names, there are also situations of using pure English, English-Chinese combination and applying symbol into the name, phenomenon of many brand titles, names and geographic name in vocabulary choosing; these store names comprehensively use figures of speech metaphor to realize the best expression effect, such as exaggeration, pun, imitation word and so on.In the fourth chapter, the author summarizes the characteristics of store names of Household decorates, Closing and Catering in name composition from the differences that exist in names composition type, generic name and common words.In the fifth chapter, the author sums up the phenomenon of non-standard diction of FengYang store names and makes three suggestions on how to deal with the non-standard diction, namely, law popularization first, law enforcement as prerequisite, complementary public supervision.