临沂市牌匾语言与沂蒙文化探析

Signboard Language of Liyi City and Yimeng Culture Discussion and Analysis

随着广告业的飞速发展和广告给商家带来的无限商机,越来越多的经营者追求店铺的门面宣传,给店铺命名时特别讲究,甚至不惜花重金,名不惊人誓不休。店铺名称中所呈现的经营者的经营理念和所包含的文化内蕴以及语言艺术特点也越来越有魅力。通过对临沂市的店铺名称进行考察,力求探讨具有区域特色的沂蒙文化在牌匾语言中的具体反映,并通过语言这个窗口窥探社会的政治、经济、文化状况及人们的心理状况。

Along with the rapid development of the advertising industry and the infinite business opportunities which the advertisement brings to the merchants, more and more operators pursue the facade propaganda of their stores. They are particular about the names of their stores, and even do not care to pay a large sum of money to get astonishing names. The operators＇ management ideas which the names present and the cultural embodiment as well as the art characteristics of the language are becoming more and more charming. Through investigating of the store names in Linyi City, we try hard to explore the specific reflection of the Yimeng Culture with the special district features in the signboard language and pry, through the window of the language, into the social conditions of politics, economy and culture as well as the mental state of the people.