The Development Of Chinese Companies’ Syllable Name

This article takes the advertisements of Shun Pao in 77 years as the scope,and randomly selects any day of the newspaper as a source of corpus every year,exhaustively collects the syllable names appearing in all the layout advertisements of the day,and combines variety materials to determine its Chinese business identity.2,361 Chinese companies’ syllable names were extracted.According to the change of the number and the proportion of Chinese companies’ syllable name in each year,the evolution of Chinese companies’ syllable name during 1872 to 1949 will be divided into four periods: the hidden and emerging period,the transition period,the development period and the prosperous period.It is analyzed from the quantitative changes and the characteristics of the formal content,and the case analysis of representative syllable name in each period was carried out.Analyzes it from the historical background,social psychology,trademark naming principles,etc.to explore the reasons for the evolution of Chinese companies’ syllable names.In the past 77 years,the use of Chinese business names has been increasing,covering a wide range of industries.In various industries,the more it close to people’s daily life,the more syllable names there will be,and the proportion of syllable names will be higher if it rely on Western technology more.The early syllable names were obvious locally.With the promotion of phonetic letters and Mandarin Roman characters,the promotion of English,the number of syllable names based on the pronunciation of Mandarin and the use of English words gradually increased,and the influence of English on the naming of syllable names was deepening.The main difference among the names of Chinese companies in the four periods is reflected in the naming style.Affected by traditional cultural psychology,the name of Chinese companies in the hidden and emerging period mostly uses the pinyin form of Chinese auspicious characters to seek fortune;In the transition period,on the one hand,people feel that foreign goods are fresh and practical,on the other hand,in order to maintain national self-esteem,the movement against foreign goods has begun,so the syllable names also show the contradictory state of patriotism and coexistence.During the development period,because the Western powers were busy with World War I and relaxed the aggression against the Chinese market,national capitalism ushered in a short spring,and the syllable names also conveyed the revitalization of China and the pursuit of progress.Confidence and determination,there are also some unconventional letter names;during the prosperous period,the social atmosphere in Shanghai has undergone great changes,people’s lives have become increasingly luxurious,and Western customs and values have also been accepted.There are money worship and hedonism tendency in the syllable names.The evolution of the alphabetic name is influenced by the demographic model,the imperial model,and the economic and cultural model,reflecting the strong position of English in the English-Chinese language competition and the psychological changes of people in different periods.