| In modern society,we can see shops or stores everywhere.Shop names become more and more important in our daily life.Generally speaking,people use advertisements to propagate shops and persuade consumers to buy things,which can increase sales and make profits.In our cognition,shop names have the same effect with advertisements,and shopkeepers use shop names to show their property and products directly.Therefore,it is necessary to study the shop names.This research uses the Conceptual Blending Theory put forward by Fauconnier&Turner as the theoretical foundation.According to this theory,mental spaces as a basic mental ability,plays an important role in meaning construction.The essence of the operation is to construct a partial match between input mental spaces and to project selectively from those inputs into a novel "blended" mental space.(Fauconnier,2001)These conceptual blending resources lead to the model of conceptual blending networks.Due to the differences of frames and elements projected from the input spaces to the blended spaces,we have four kinds of conceptual blending networks,including simplex,mirror,single-scope and double-scope networks.200 questionnaires were given to delivery service men to select 50 shop names among consumers.The author based on conceptual blending theory to analyze the 50 shop names that major in these Chinese meaning.With the data in 50 shop names that we could analyze which types of names consumers like best,then we can predict the development of shop names in China.The analysis of these 50 shop names from a perspective of conceptual blending theory will help people understand shop names easily.Shop names can be classified into the following four categories:simplex networks,mirror networks,single-scope networks,and double-scope networks.We found that in China most shop names belong to the simplex networks.But with the development of the society,more and more shops have more complicated names which are romantic and poetic.To a certain degree,this research intends to extend the scope of the Conceptual Blending Theory,and it also provides enlightenment on shops of naming,especially on how to better apply the conceptual blending features of shop names for the purpose of informational communication and persuasion.This thesis includes an introduction,a main body,and a conclusion:The first part is the Introduction.With the development of globalization and economy,there are various kinds of shop names appearing in China.In a way,shop names have the same function with advertisements,so many researchers pay more attention to them.Therefore,the author will focus on the domestic as well as overseas developmental background and research status of the correlative problems of this topic.Then the author offers two questions about this study.In addition,originality of the thesis is presented.As the main body,the second part has three chapters.Chapter one is literature review which is divided into two sections.The first section is about conceptual blending theory.The second section is about basic features of shop names.In chapter two,the author lists 50 shop names in China.Based on the frame of conceptual blending networks theory,the author makes examples to prove all kinds of shop names in China.There are two sections in chapter three,including grammatical devices for the mental space construction,and compressions and vital relations for the mental space construction.According to the main theory of conceptual blending theory,the author will make simple summary.Meanwhile,we can find which types of shop names are more suitable for the further requirement of the society.The third part is the conclusion.It aims at concluding the whole thesis and answers the two questions in Introduction.There are summaries about shop names in China from a perspective of the conceptual blending theory and indicate the limitation about the thesis,and people can find the importance of shop names in society.The conclusion can propose some pieces of advice for further study. |
PDF Full Text Request