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一、引言开门做生意,首先要解决招牌问题,招牌就是店名,店名是商家的无形资产。因此,店名对于商店的重要性不言而喻。上世纪90年代以来,对于商店名称的研究成为语言学界的一个新兴热点。人们最初的关注点主要集中在语言与文化的关系以及商店起名的艺术性方面,如郭先珍(1996)的《店名的社会文化属性》、丁全的《商店的名称艺术》、邹光椿的《店名·心理·时代》等,主要探讨店名与中国文化、外来文化的关系。近年来,商店名称的规范化已引起关注,《语文建
First, the introduction Open the door to do business, first of all to solve signs, signs is the name of the store name is the intangible assets of businesses. Therefore, the importance of the name of the store is self-evident. Since the 90s of last century, the study of store name has become a hot spot in linguistics. People first focused their attention on the relationship between language and culture and the artistic aspects of the store’s name. For example, Guo Xianzhen’s social and cultural attributes of store names, Ding Quan’s name art in stores, · Time “and so on, mainly discusses the relationship between the name of the shop and Chinese culture and foreign culture. In recent years, the standardization of store names has attracted attention, ”Chinese language building