An Analysis Of The Language And Culture Of The Name Of The Jade Shop In Urumqi City

Language is not only a tool of communication,but also a customary symbolic system.Shop name belongs to a kind of social applied language,which has not only the general nature of language,but also the independent features of phonology,vocabulary,grammar and rhetoric in other applied languages.Taking the name of the jade store in Urumqi as the research object,this paper collects the 1872 retail jade store names in Urumqi city as the source of this article by the method of field investigation.From the linguistic point of view,the characteristics of syllable rhythm,high frequency word selection and cultural psychology involved in naming the name of jade shop are studied.The phonetic and rhetorical features of jade store names are as follows: the number of syllables is limited,with three,four and five syllables as the main syllables.The last syllable of the store name is more inclined to choose such high loudness tones as Yin-Ping and Yang-ping.In addition,the tone of the store name is not entirely in accordance with the rhythmic law of tonal and tonal.Some stores use phonological rhetorical devices such as double-tone,double-rhyme,double-tone and so on,in order to achieve the purpose of harmony of the name of the store and aesthetic appearance of glyphs and so on.Modern Chinese characters are the main source of shop name vocabulary,but ancient Chinese words,loanwords and even foreign languages,symbol marks can also be used as the vocabulary source of shop name language.Culture influences the choice of store name: religion,literature,philosophy,history,ethnic values,traditional ethics and morality,etc.It is possible to leave their own cultural imprint in the store name language,and the store name language will in turn influence or express the culture.Finally,this paper points out some problems existing in the signboard plaque of jade shop,and hopes to provide some reference for the naming activities of jade shop operators in the future.