新时期徐州店铺名称的“前景化”修辞

The "Foregrounding " Rhetoric of Shop Names in Xuzhou in the New Period

随着商品经济的发展,店名研究已成为社会语言学的重要课题。"前景化"是近年研究文学语言的一个新的视野与角度,店铺命名本质上是一种语言艺术,"前景化"修辞同样适用对社会语言的阐释。徐州是淮海经济区中心城市,商贾云集,店名棋布。笔者实地考察了徐州市区主干道商业街并用笔和相机忠实记录了600余店铺名称,梳理其中的文字信息,从"前景化"角度探讨其修辞特点、效果、动因及语用策略。"前景化"策略具体有"偏离"和"平行"两种形式:命名者一是通过字型、语音、语义的偏离颠覆传统;二是运用对等原则,在语音、词语、书写三个层面使用"平行"手段。徐州店铺名称"前景化"修辞运作动因主要有语用动因、认知动因及语义动因。

With the rapid development of commodity economy, the research of shop names has become an important issue of social linguistics. ＂Foregrounding＂ has been a relatively new field of vision and perspective about the research of literary language in recent years. The shop named in essence is a language art, so ＂foregrounding＂ rhetoric applies equally to the interpretation of social language. Xuzhou is the central city of Huaihai Economic Zone, Where merchants gathered, and the shop names spread all over the place. I make a field investigation on the Commercial Street of busiest section in Xuzhou, faithfully recorded more than 600 names of shops with pen and camera, combing all the text information, from the perspective of ＂foregrounding＂ to explore the rhetorical features, effects, motivation, and pragmatic Strategies. Strate- gy of ＂foregrounding＂ Specifically divided into ＂deviation＂ and ＂parallel＂ in two forms： The one hand, denominators overturn the tradition through the deviation of fonts, voice, semantics; on the other hand, they use the ＂parallel＂ means under the principle of reciprocity in three levels of voice, words, writing. The ＂foregrounding＂ rhetorical motivations of Shop names in Xuzhou Mainly include the pragmatic motivation, cognitive motivation and semantic motivation.