The Feature Of Shop Name Language And The Psychological Analysis Of Historical Culture

The linguistic study of shop names is not only a new perspective in the research of language application, but also a comprehensive research topic concerning history,culture, society, psychology, economic management, etc.This study has great significance both in linguistics and in economics, sociology, culture and psychology .Shop name,as a kind of applied language,is typical of unique features distinguished from other applied languages while it is of the general language features.The unique features are specifically revealed in the phoneties ,words and phrases,grammar and rhetoric.The syllables of shop names possess the characteristics of diversification and restriction as well as clear golden pattern(three,four,five syllables).In general,the phonetics of shop names are orderly arranged with level and oblique tones,seeking the effect of vibrance and articulation;and shop names tend to display phonological beauty and formal beauty by containing alliteration,vowel rhyme and vowel sound.The words and phrases of shop names are rich and colorful,showing greater openness.In Chinese,on the one hand,modern words and expressions are the main source of linguistic glossaries of shop names;on the other hand,ancient words and phrases,foreign words and even foreign symbolic codes are used for shop names.Most of the structures of shop names are word groups consisting of a modifier and the word it modifies. Structure of coordination ,structure of the subject-predicate, structure of the verb-object and structure of complement are in a decided minority. Others are single morpheme words(transliterating imported words are quite common; and continuous word and monosyllable words are rarely seen). The shop names featuring a-modifier-and-the-modified structure usually consist of three parts—peculiar name,industry name and universally—used name.Shop names are mainly made up of nominals,and predicates only makes up a small number.In addition,function words are rarely used,even though a few adverbs,prepositions,auxilliary words and onomatopoeia can act as shop names.The language of shop names contain rich cultural connotative meaning through the application of rhetorical device.The color expression of shop names represents the...