企业名称认知心理的语用频率效应——以中国2010年500强企业名称为例

The Pragmatic Frequency Effect of the Cognitive Psychology of Enterprise Names: A Case Study of China's Top 500 Enterprises in 2010

本文以中国2010年500强企业名称为研究语料,500强企业名称中汉字在一定语境中都有寓意和较高的语用频率。它表现出明显的语用效应,认知心理以求大、盼吉、保和、祈新、趋利为习用次序,每种心理义具有一定的区位优势和习用程度的差别,汉字表义强弱程度与语用频率成正相关,与语用义的丰约程度关联不大。这也体现了认知心理义由显到潜的语用状态和习用规律,显示出企业名称"习常求同"的语用策略。

This paper, with the corpus of the names of China＇s top 500 enterprises in 2010, demonstrates that some Chinese characters have relevant connotations and high pragmatic frequencies in certain context. The study shows that these Chinese characters in enterprise name imply significant pragmatic effects. The conventional order of cognitive psychology is reflected in ＂da＂ （ 大 ）, ＂ji＂ （ 吉 ）, ＂he＂ （和 ） , ＂xin＂ （ 新） , ＂ li＂ （ 利 ）. Each psychological meaning has a certain locational advantage and presents difference in conventional use. The expressive ability of Chinese characters is correlated with their pragmatic frequency, but has little association to their pragmatic meaning. It also Suggests that the cognitive psychological state and the conventional rule change from the ostensive to the implicated and that abiding by the conventional and seeking the common serves as the pragmatic strategy of the naming system among enterprises.