Study On The Name Of Time-honored Stores In China’s Catering Industry

Time honored brand refers to a brand with a long history,products,skills or services inherited from generation to generation,which has been widely recognized by the society and formed a good reputation.It has a strong color of traditional culture and the brand of the times.Kong Lingren and Li Dezheng(1998)edited the "China time honored brands" series(ten volumes in total),which contains 1633 time honored brands in various industries with certain influence founded by provinces,cities and counties before 1949.Among them,there are 479 time-honored brands in the catering industry,involving five sub industries: grain and oil processing industry,soy sauce and vinegar seasoning industry,tobacco,wine,sugar and tea industry,by-product food industry and catering industry.These time-honored brands in the catering industry are closely related to people’s life and have strong characteristics of the times and rich cultural connotation.Taking 479 time-honored restaurant names in the catering industry as the research object,this paper intends to make a multi-dimensional and multi-directional study from the perspective of language and culture.This paper consists of five chapters,from five perspectives: the general situation of store names,interpretation,syllable and rhythm analysis,naming analysis and the Enlightenment of time-honored brands to today’s store names.Chapter 1 overview of time-honored brands in the catering industry.This paper makes an overall statistical analysis on the industry of the time-honored brand,the founding age of the store and the existing situation,so as to reveal the basic features and basic characteristics of the time-honored brand in the catering industry in different industries and different periods.Chapter 2 interpretation of the names of time-honored restaurants in the catering industry.The wording of the name of a time-honored restaurant in the catering industry is exquisite and contains special meaning,which is worth exploring and excavating.In this chapter,the names of time-honored stores are formally divided into two categories: time-honored stores with general names and stores without general names.Some general names and proper names in the store names are selected and explained,and the origin and meaning of the name are analyzed.The third chapter is the syllable and rhythm analysis of the name of time-honored restaurants in the catering industry.In terms of syllables,time-honored store names are characterized by two syllables and three syllables;In terms of phonology,most of the time-honored brands have a rhythmic structure of flat tone collocation and flat tone.The time-honored brands also include some distinctive double tone overlapping store names,which are quite beautiful in phonology.Chapter 4 is the naming analysis of time-honored restaurant names in the catering industry.This chapter analyzes the naming methods and naming characteristics.There are five ways of naming the names of time-honored restaurants:1 Name by name;2.Naming by geographical names and environment;3.Named after product features;4.Named after traditional auspicious characters;5.Name with allusions.Based on the analysis of the naming method,it reveals that the allusions in the store name are mainly dictionary,positive use and chemical use,the store name mostly contains the name of the founder,the store name mostly reflects the location characteristics of the place name and the store name mostly contains the characteristics of the times.Chapter 5 The Enlightenment of the time-honored brands in the catering industry to the naming of today’s stores.From the characteristics of syllables and rhythms of time-honored brands in catering industry,it is suggested that contemporary store names adopt the rhythmic form of disyllabic,trisyllabic proper names,tonal and tonal alternation and disyllabic rhyme;From the point of view that the names of time-honored stores are mostly named after products and flavors,it is suggested that contemporary catering stores should be named with words with industry characteristics;According to the high-frequency use of words in the names of time-honored restaurants in the catering industry,it is suggested that today’s shops use words that highlight traditional culture.