近几年“孔府家”、“孔府宴”的称谓不断出现在各种传媒甚至报刊文章中,笔者每当听到广播传出“孔府家、孔府宴……”之类有节奏的重叠广告词时,心里总感到很不是滋味,也产生不少忧虑,因为跟着这种称谓走的还有“古井贡”等之类的商标名称。 众所周知,商标名称除了极少数是没有具体含义的文字外,一般都是表达某一完整含义的词语,如“长虹”、“熊猫”、“万家乐”、“美加净”等等。 In recent years, the titles “Confucian House” and “Confucian House Banquet” have appeared in various media and even newspaper articles. Whenever the author hears the broadcast of “Confucius Houses, Confucius House Banquets...” and the like, there are rhythms. When they overlap advertisements, they always feel very uncomfortable and have a lot of worries, because following this title, there are also trade names such as “Guru Mikon”. As we all know, except for very few texts that do not have specific meanings, trademark names are generally words that express a complete meaning, such as “Changhong”, “Panda”, “Macro”, “U.S., and Canada.”