The Analysis Of Constructive Motivation Of Novel Dish Names

In recent years,catering subverted the traditional ideas of naming dishes and emerged some novel names which sound humorous and refreshing.The paper regards these novel names as the research objectives.At the same time,283 traditional and novel dishes are collected and analyzed respectively.From aspects of semantic,structure and rhetoric,the author summarizes the uniqueness of novel dishes and combines the cultural linguistic to analyze the cultural characteristics of novel dishes;to promote the usage and development of novel names in the dining market,the author thinks about the rationality of these novel names from the perspective of social linguistic and consumer psychology.The article first lists the semantic motivation of the traditional dishes,and analyzes the novel dishes according to semantics,then discusses the naming motivation of the novel dishes from the merchant and the consumer's point of view.Second,according to the structure of the traditional one and novel one,we will further compare the two in grammar and analyze the structural characteristics of the novel dishes.In the analysis of the rhetorical motivation,the author sums up ten kinds of rhetorical devices including metaphor,comparison,parody and quote used in the name of the novel dishes,and elaborates the application and the effect of each rhetoric in the naming of the dishes.From the perspective of cultural and social psychology,the author analyzes the unique cultural psychology and consumers who are in pursuit of creativity,besides explores the novel dishes which reflect the social and cultural characteristics;finally,the author points out some excessive phenomenon in naming novel dishes and puts forward relevant suggestions according to its novel degree.