在言语交往中 ,称谓语不仅具有定向、导入的交际功能 ,且是一种认知模式。人们将人物类型的区别性特征组成称谓图式来表达对特定人物类型的期望。称谓图式有特征驱动、身份驱动和语义驱动三种实现模式。它深刻地指导着人们对自身和他人的认知。一个称谓语的使用过程就是称谓者与被称谓者通过称谓图式相互认知的过程。 In verbal communication, the appellation not only has the orientation and the communicative function, but also is a kind of cognitive mode. People make distinctive features of the character type into a graph of names to express the expectation of a particular type of person. Appellation schema features a feature-driven, identity-driven and semantic-driven three realization modes. It profoundly guides people’s perception of themselves and others. The use of an appellation is the process by which the appellant and the appellant recognize each other through the appellation schema.