从“陌生化”的角度看英文店名的修辞

A Study of the Rhetoric in English Shop Names from the Perspective of Defamiliarization

通过实地考察青岛市698个英文店名,运用语言的陌生化理论,以实例分析了英文店名的语言结构:在语言使用上,或为单一语言或为英汉结合;字母组合上,或有规律可循或无常规指导。同时,借助认知语言学的关联理论,分析了含有修辞格的英文店名的意义与实物之间的关联。这一研究既可以为文化学和心理学研究提供新的参考资料,又可以为商店命名提供理论支持和实践指导。

Based on the field survey of 698 English shop names in Qingdao, with the theory of defamiliarization of language, the author analyzes the linguistic structure of English shop names ： English or mixture of English-Chinese in terms of language usage ; regularity or irregularity in terms of letter combinations. With the Relevance Theory, the author also probes into the correlation between the meaning of rhetorical shop names and real object. In short, the research is significant because it provides not only reference for the study on cuhurology ＆ psychology but also theoretical support and practical guidance for naming shops.