隐喻作为一种基本的认知手段,在商店命名中起到了重要作用。本文从认知语言学的角度对隐喻型店名进行了归类,并从相似性、认知突显和源域选择的相关理论分析了店名隐喻的构建过程,提出店名中的隐喻多属于创造相似性隐喻,具体喻抽象和抽象喻具体的现象同时存在,源域选择呈现多元化趋势。 Metaphors, as a basic cognitive tool, play an important role in the naming of shops. This paper classifies the names of metaphorical stores from the perspective of cognitive linguistics, and analyzes the process of constructing the metaphors of store names from the theories of similarity, cognitive highlighting and source selection, and proposes that the metaphors in the store names all belong to the creation of similarities Metaphors, specific metaphorical abstract metaphorical phenomena exist at the same time, and diversified tendencies appear in the choice of source domain.