A Comparative Study Of Language And Culture Of Shop Name Of Ningbo And Fuyang

The shop name is not only a commercial symbol, but also is a kind of the languagephenomenon of cultural implication. From a linguistic perspective, the shop name is a kind ofsocial language, and is the constituent elements of life. From the angle of culture, the shop name isChinese commercial culture in thousands of years. Ningbo and Fuyang are from two branches ofNorth and south. The culture of shop name have great differences which is more clearly visiblewith the different historical background and cultural characteristics.With the deepening of the promotion of modern Mandarin, the culture of Internet, theentertainment of Hong Kong and Taiwan, and a number of pop culture have an effect on theculture of China, the culture of the South and the North appear the trend of merging and commondevelopment. Because Fuyang is a city of labor output, Ningbo is an input city, a large number ofmigrant workers go to Ningbo from Fuyang. With the strengthen of communication in the twokinds of culture, to some extent, are also contributed to the convergence of the two cultures.Affected by the above factors, the shop name of the two different city reflects the assimilationtrends, but there are still minor differences.This chapter will proceed from the two perspectives of the language and culture, with acombined analysis usage of commonness and individuality, and analyze the1033name of Ningbo,Fuyang，from the five aspects of pronunciation, vocabulary, grammar, rhetoric, and traditionalculture and regional culture.The analysis of the voice part is the name of the two places quantity ofsyllable and similarities and differences of characteristics; the part of vocabulary，the name isdivided into genus name, business name, generic term，and analyzes the situation of word of thecombination of name, and focus on the analysis of industry names and generic term.It is very richthat the name vocabulary sources reflect the language user’s psychological of chasing newadventures; the part of the grammar will analyze the structure and the attributes of the name inorder to find out the similarities and differences of the name of the two city; the part of rhetoric will analyze the use of speech and non-verbal elements of rhetoric in shop name. Hope to dig out thecontains of the unique regional culture and traditional culture behind the shop name by comparingthe two city.