A Cognitive Study Of The Naming Of Chinese Liquors

When liquors are becoming the necessities on our banquet, different kinds of names of liquors are forcing a way in our visual field. These names are attracting more and more scholars to do some researches. Generally speaking, these researches have been done from the perspective of non-linguistics and linguistics. However, a study on the naming of Chinese liquors from the perspective of cognitive linguistics is not so much.This thesis, based upon the perspective of the theory of formal unit concept frame, firstly makes a qualitative and quantitative research through the collected corpus on the Internet, and then simulates CHINESE LIQUOR frame. Due to the constantly increasing human experience, elements in the LIQUOR frame become more and more abundant. The significance of this thesis is to explore the generative mechanism of Chinese liquor names. The detailed research processes will be introduced as follows.First, by analyzing the collected liquor names, CHINESE LIQUOR frame is simulated. Then, according to whether the central element is represented or not, Chinese liquor names are classified. Next, based upon the standard of classification, the generation of the liquor names is done with. In the process of generation, conceptual metaphor and conceptual metonymy are employed. Meanwhile, it is found that the elements in the LIQUOR frame all have the profiling potential. By analyzing a typical case, it is noticed that when one element is profiled, the other elements are hidden. The leading result is that the ultimate goal of naming for producers is to increase sales and gain big profits. Finally, in the process of generating, cultural elements can not be ignored, because cultural implicature is the generative basis of the liquor names.In one word, a cognitive study of the naming of liquors has a certain reference value in recognizing and understanding the generating motivation of the liquor names.