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1、LinguisticCharacteristicsandCulturalConnotationsofEnglishandChineseShopNames的论文LinguisticCharacteristicsandCulturalConnotationsofEnglishandChineseShopNames的论文LinguisticCharacteristicsandCulturalConnotationsofEnglishandChineseShopNames1introductionenglishandchineseshopnamesthatdispla
2、ythegeneralityandpeculiarityoftheplexpsychologicalactivitiescanbereflectedinthesimilaritiesanddifferencesbetweentheorientalandwesterncultures.accordingtoshuxianglv,onlybycontrastcanweknowwhatismonandwhatisspecial.[1]withtheapproachofcontrast,thisessaywilldealwiththeshopnamesfromthep
3、erspectivesoflinguistics,psychologyandcross-culturalmunicationtoshowthelinguisticcharacteristicsandculturalconnotationsofenglishandchineseshopnames.2traditionaldisplayandmodernfashioninthecolorfulcontemporaryworld,thepublic’sneedsforculturecouldbegeneralizedintwoaspects:tokeepthetra
4、ditionandtopursuethemodernfashion.suchaculturaltendencyisalsowellreflectedintheshopnames.“shopnames”isnotonlyasignsystemforidentification,butalsoatooltocreateaculturalatmospherebythebusinessmensoastoappealtotheconsumers,stimulatethem,andfinallydrivethemtopurchase.2.1thetraditionalch
5、aracteristicsofchineseshopnameschinaisanoldcivilizednationwithadeeptraditionalinfluence,andthechinesestillprefertoimitatethestyleoftheirancestors.toshowtheirgreattalentandlearning,manypeopleliketoweightheirwordsinpursuitofgrace.“graceful”wordswithanairofgreatantiquityinshopnamescoul
6、dwellcaterforpeople’spsychologicalneeds.intermsofstructure,such“shopnames”arewordgroupsconsistingofamodifierandtheworditmodifies,andmostofthemoriginatefromtheancientpoemsorallusions,withthecorewordsbeing“zhai,ge,xuan,tang,lou,ting,yuan”andsoon.[2]forexample:wenbaozhai(astationarysto
7、re,wenbaoistheshortformforwenfangsibao—thefourtreasuresofthestudy:writingbrush,inkstick,inkslab,andpaper),guyuanlou(guyuanmeansone’snativeplace),renhetang(renhe:aharmoniousstateofpeoplelivingwitheachother;renmeanspeopleandhemeansharmonious),shunheyuan(arestaurant;shunhe:luckyandpeac
8、eful),chengxintang(
