店名修辞及其审美取向

Rhetoric and Aesthetic Tropism of Shop Names

对店名中引用、双关、仿词、比喻、夸张、借代、反语等常用的修辞手段进行分析,总结了店名命名修辞的使用特点,认为店名修辞的理解以词义的不确定性为前提,通过关联联想形成心理复合空间来实现。店名修辞现象反映了当代人对传媒文化的追随、追求标新立异等社会审美取向,以及张扬个性、追求俚俗的个性审美取向。

This paper analyzes some rhetoric approaches in naming shops, such as citation, imitating words, double means, metaphor, exaggeration, loanword, enantiosis, etc. It summarizes the rhetoric characteristics of naming shops, pointing out that the ambiguity of words is the precondition for understanding shop rhetoric, which is realized by the associated mental space. The phenomenon of shop rhetoric reflects the social aesthetic tropism that modem people follow mass media and pursue innovation, and shows the expanding individuation and pursuing of vulgar taste.