顺应论视角下商铺名称谐音使用研究  

On the Use of Homonyms in Shop Names fromthe Perspective of Adaptation Theory

作　　者：杨炎平[1] YANG Yan-ping(Department of Basic Education, Shanxi Institute of Economic Management, Taiyuan 030024, China)

机构地区：[1]山西经济管理干部学院基础部,太原030024

出　　处：《运城学院学报》2022年第2期49-52,共4页Journal of Yuncheng University

摘　　要：商铺名称谐音的使用,实际上就是商家和顾客的隐形对话,是商家在语言结构的语音、词汇这个层面进行选择,以顺应中国传统文化和顾客心理的过程。以顺应论阐释商铺名称谐音不仅能为商铺名称命名提供语用依据,还能为规范和评价商铺名称谐音提供新的视角和方法,以期为社会商业发展与经济建设提供帮助。The use of homonyms in shop names is actually the invisible dialogue between merchant and customers.The choosing of the shop names is made at the phonetic and lexical level of the language structure and is the result of adaptation to Chinese traditional culture and customers’psychology.Based on Adaptation Theory,the interpretation of homonyms in shop names can not only provide pragmatic basis for the naming of shop names,but also provide a new perspective and method for standardizing and evaluating homonyms in shop names,aiming to provide help for social commercial development and economic construction.

关 键 词：商铺名称 谐音现象 顺应论 语言结构 语境 

分 类 号：G03[文化科学]