Rhetorical Analysis On Socio-psychology Of Changsha's Shop Names

Socio-psychological rhetoric is a branch of modern rhetoric. Its object is a whole process of rhetorical behaviors(besides discourse construction and discourse understanding) and, in the view of society and psychology, it multidimensionally probes rhetorical laws and also explores the mutual relationship between socio-psychological factors and rhetorical behaviors. This thesis is based on the theory———social psychological factors of rhetoric which belongs to one of theories of socio-psychological rhetoric. Meanwhile, it adopts the scientific analytical modes of this subject, namely, investigation, observation, experimentation and psychology analysis to analyze the social and psychological factors and socio-psychological of rhetorical shop names and covariable relation between rhetoric of shop names and socio- psychology, thereby unfolding rhetorical phenomena of Changsha's shop names. This paper also compares Changsha's shop names with Shanghai's shop names. The similarities between two cities'shop names are historical development, effects of non-native shop names, prominence of shop names. While differences lie in geographical features, dialect characteristics, names of food shops and restaurants and diet preference. Furthermore, the limitations of previous studies about shop names are observed to highlight the advantages of the study about Changsha's shop names from the perspective of socio-psychological rhetoric. Although this analysis cannot illustrate all theories of socio-psychological rhetoric, it is an innovative and practical exploration in regard to shop names, such short concise written texts. This analysis, on the one hand, makes people rediscover shop names; on the other hand, it does not simply collect or conclude figures of speech any more in shop names but combines the theory——socio-psychological factors of rhetoric to analyze the mutual relationship between rhetorical behaviors in shop name and their socio-psychological factors and to reveal rhetorical laws of rhetorical behaviors, thereby indicating marginality, the typical feature of modern rhetoric. Therefore, it is significant that rhetorical research can be further broadened owing to such an analysis.This dissertation consists of an introduction, three chapters and a conclusion. In the introduction part, the content, purpose, significance and methodology about socio-psychological rhetoric are introduced. The first chapter is literature review. This chapter displays the previous studies about shop names in order to emphasize the necessity of rhetorical analysis of social psychology on Changsha's shop names by reason of the limitations of previous studies on shop names. The second chapter introduces the overview of theories of socio-psychological rhetoric. In this section, this thesis explains the reasons of establishment of socio-psychological rhetoric, then the definition of this subject, the important theories and the theoretical support of this thesis———social psychological factors of rhetoric; In the last chapter, the theory is put in practice. At first, there is a comparison of Changsha's shop names and Shanghai's shop names to emphasize the Changsha's cultural characteristics. This paper analyzes rhetoric of Changsha's shop names. Firstly, the figures of speech in Changsha's shop names are listed out like metaphor, personification, parody, allusion and so on. Also, the rhetorical shop names are analyzed from three dimensions, that is, sociality, psychology and social psychology. In the aspect of society, rhetorical shop names are firstly analyzed either in the micro-context or macro-context, then the relationship between social factors and rhetorical shop names is illustrated. Lastly, social functions of rhetorical shop names, that is, marketing function, educating function and cultural function. While in the aspect of psychology, the importance of two sides of communication (that is communicators and communicatees) is highlighted in that communicators and communicatees are indispensable parts in verbal research of socio-psychological rhetoric. In addition, the relation between psychological factors and Changsha's rhetorical shop names is indicated. Finally, the mutual relation between social psychological factors and rhetorical behaviors is indicated and emphasized; The conclusive part summarizes the rhetorical analysis of Changsha's shop names in the view of social psychology and further emphasizes the necessity and importance of this analysis.