Research On The Names Of Residential Buildings In Chinese From The Perspective Of Formal Unit Concept Frame

Along with the prosperous development of real estate business, more and more Property developers are focusing on giving their residential building a novel, unique, classical, elegant or fashionable name to catch the attention of the consumers, which could promote the sales of the houses and the development of the whole real estate business.More and more people are attracted to these names of residential buildings which are full of culture, vitality and fashion. Many scholars and researchers have analyzed, described and explained the names of residential buildings from the following perspectives:linguistic or non-linguistic. It is a new angle of view for this article to study the names of residential buildings from the perspective of cognitive linguistics and the linguistic formal unit concept frame. The linguistic formal units include linguistic units and speech units. The morphemes, words, set phrases, idioms, and sayings etc. are linguistic units, while the free word groups, phrases, sentences, syntagms and discourses are the speech units. The names of residential buildings are blended with these styles.Based on the theories of knowledge structure, this article draws up the general framework of the concept of residential buildings by sorting and analyzing the language masteries broadly collected through Internet and library. This framework is dynamic and open, hence the concept within it will be more abundant along with the developing of times, social environment and changing of district.There are four chapters in this article to simulate and analyze the residential building concept frame, the prominent elements in residential building names, the interpretation of residential building names, the phonetic, words order and formative features of residential building names. The article has not only summarized the generality of the residential building names but also found that according to the consumers from different districts and their requirements, any concept in the general framework has the potential to be highlighted and become the theoretical basis for the developers.The research result has certain significance in the systematic and scientific understanding of the residential building names’ meaning and analyzing certain words’ superiority effect and discussing restraining factor in the naming. Also it has certain theoretical significance in discussing the complicated relationship and changing rules between the language, word, culture, psychology and district. In actual operation on the sales market under fierce competition, the property developers could offer the residential building names additional value as much as possible by considering all the elements that would affect and make the best use of the unique feature of the residential buildings. Meanwhile the research result could provide theoretical basis for the relevant government department to guide the disorder of the residential building naming. Then it can also offer reference for us to forecast the changing trend and maintain the healthy development of the residential building naming. It also provides reference for researching other aspects of modern linguistic phenomenon.