专有名词除指代特定的人地、商品、书刊、民族外，还有其它用处。本文分四方面分别论述专名的普通化、词义的构成、修辞作用及修辞效果；分别分析专名普通化的原因，专名普通化后所具有的内涵意义、文体意义、情感意义等，专名用于暗喻、换喻、提喻、拟人、双关的实例，使用专名所达到的形象生动、用词经济及幽默、委婉、夸张等效果。 Proper nouns, in addition to referring to a specific person, goods, books, ethnic, there are other uses. This article divides four aspects respectively, the generalization of the proper names, the composition of the meanings, the rhetorical function and the rhetorical effect; separately analyzes the reason of the common name, the connotation, stylistic significance, emotional meaning, etc. Examples used in metaphor, metonymy, metaphor, anthropomorphic, pun, vivid images with the use of proper names, economic and humorous words, euphemism, exaggeration and other effects.