新世纪石家庄店铺名称的“前景化”修辞  

Analysis of the"Foregrounding"of Shijiazhuang Store Names in the New Century

作　　者：周禹诗 江南 ZHOU Yushi;JIANG Nan(School of Arts,Hebei Normal University,Shijiazhuang Hebei,050024,China;School of Arts,Jiangsu Normal University,Xuzhou Jiangsu,221116,China)

机构地区：[1]河北师范大学文学院,河北石家庄050024 [2]江苏师范大学文学院,江苏徐州221116

出　　处：《文化创新比较研究》2025年第7期25-30,35,共7页Comparative Study of Cultural Innovation

基　　金：河北师范大学大学生创新创业训练计划项目“新世纪石家庄市区店铺名称‘前景化’修辞研究”(项目编号:202410094015)。

摘　　要：店铺名称作为社会语言的重要组成,受到学界日益广泛的关注。新世纪以来,我国店铺注册数量急剧增长,其名称形式、内容的丰富多样前所未有,具有较高的修辞学研究价值。“前景化”作为文体分析的重要理论,同样适用于对店铺名称语言的修辞分析。文章对河北省省会石家庄的店名进行了翔实的梳理,从“前景化”角度探讨其修辞特点、效果、动因。研究表明,石家庄店名“前景化”修辞分为“偏离”和“平行”两种形式。商家或是借助字形、语音、语义的“偏离”完成“质的突出”;或是通过语音、词语、书写的“平行”达到“量的突出”,并在新世纪网络文化、“国潮”文化、外来文化的影响下,展现出前所未有的新特点。As an important component of social and language life,the shop name has been increasingly widely concerned by the academic circles.Since the beginning of the new century,the number of stores registered in China has increased rapidly,and the rich diversity of its name form and content is unprecedented,which has a high rhetorical research value.As an important theory of stylistic analysis,"foregrounding"is also applicable to the rhetorical analysis of store name language.This paper sorts out the names of the stores in Shijiazhuang,the capital of Hebei Province,in detail,and discusses its rhetorical characteristics,effects and motivation from the perspective of"foregrounding".The research shows that the"foregrounding"of Shijiazhuang shop names is divided into two forms:"deviation"and"parallel".Businesses either complete the"quality of prominence"through the"deviation"of pronunciation,pronunciation and semantic,or achieve the"quantity of prominence"through the"parallel"of pronunciation,words and writing,and in the new century network culture,"China-fashion"culture,foreign culture,blooming unprecedented new characteristics.

关 键 词：新世纪 石家庄 店铺名称 “前景化”修辞 “偏离” “平行” 

分 类 号：H146[语言文字—汉语]