Linguistic Analysis On The Names Of Restaurants In Datong City

The names of restaurants in Datong city is a window to know local conditions and customs,at the same time,it is a way to show ideal and faith of local people.The names of 2606 restaurants were investigated,which mainly used qualitative and quantitative analysis,combined with inductive deductive and chart statistic method.The paper mostly carry out research pronunciation,wording,culture and suggestions of naming in order to further study on naming rules and reflecting in cultural connotation.In pronunciation,the paper explore some things that include syllabic number,syllabic rhythm,phonetic rhetoric way and sound change phenomenon.In wording,the paper has analysis around proper noun,trade name,and general name in using situation and words characters,has research with analysis for combined structure and simultaneously makes a inquiry in pragmatic ambivalence and principle of politeness.The names of restaurants in Datong city show unique and profound cultural charm in culture,and these aspects include traditional culture,Xikou culture,the diet culture,Buddhism culture and Taoism culture in this paper.The name of restaurants have some problems such as Chinese character disorder,semantic obscure,coarse language,wording similar,lying and exaggerating,meanwhile,the paper propose corresponding suggestions to improve effects includes' the principle of compliance with relevant laws and regulations','the principle of trademark features' and' the principle of attractiveness of the language'.