淘宝网店铺名称的语言学研究

发布时间：2018-10-05 18:47

【摘要】：传统店铺名称研究多从文化、历史、社会、心理、经济等多个角度和视角进行分析，相关文献研究也比较多，但是针对网络上购物网站店铺名称的研究成果相对欠缺，研究这种新型产业所带来的语言现象，有更重要的文化、经济、社会意义。购物网站店铺名称的语音在音节、语调上的选择还是符合现代汉语的习惯。音节数的选择上主要呈现多样化的趋势，但是四音节占明显优势，音节平仄上也多交替使用，让店铺名称更富有音律感。现代商铺名称已经不仅仅局限于传统的汉字命名，加入很多新的元素，而且各个元素之间的组合也呈现一种多样化的趋势。构成类型中的属名、通名、业名、地名的搭配方式也很多样化，属名在购物网站店铺名中占主要地位，而且也最能体现购物网站店铺名称的特征，商家往往通过属名来展示独特新颖的个性。多数店铺名称弱化了地名的使用，这也和网络这个特殊背景有直接关系。购物网站的店铺名更是大量运用修辞手法，这反映了人们追求张扬个性的审美取向。购物网站利用网络环境中追求新奇异的特点，并没有相对的固定格式束缚，这就使得大量的店铺名称中使用了图符修辞。作为社会用语的有机组成部分，商业店名不仅是具有识别作用的符号和传递商业信息的载体，它还犹如一面多棱镜，折射出现代社会心理和文化光彩。购物网站在网络背景下既兼备传统文化对店铺名称的影响，同时也反映了现代文化的印记，尤其是外来词、影视娱乐、网络新词对其的影响。社会心理对网络店铺名称也产生了一定的制约作用，同时网络店铺名称也对消费行为有一定的心理影响。购物网站作为新兴的网络产业，购物网站店铺名称存在很多不规范的问题，首先是形式上的不规范，，有夹用外文字母、繁体字过度使用和标点滥用的情况。其次是语义上的不规范，主要包括过度求新求异和谐音恶搞。这些不规范的问题若不能尽早引起相关部门的注意，会使得购物网站店铺名称陷入一种较为混乱的状态，对于经常上网的青少年会有一定的不良的影响，所以最后针对这种不规范现象提出了几点规范措施建议，一是制定有效的法律法规，加大政府监管力度。二是营造良好规范的语言使用环境。
[Abstract]:The traditional store name research mostly carries on the analysis from the culture, the history, the society, the psychology, the economy and so on many angles and the angle of view, the related literature research is also quite many, but the research result regarding the shopping website shop name on the network is relatively lack, It has more important cultural, economic and social significance to study the language phenomenon brought by this new industry. Shopping site shop name pronunciation in syllables, tone of choice or in line with modern Chinese habits. The choice of syllable number mainly presents the trend of diversification, but the four-syllable occupies the obvious advantage, and the syllable is also used alternately, which makes the shop name more rhythmic. The modern shop name is not only limited to the traditional Chinese character name, but also adds many new elements, and the combination of each element also presents a diversified trend. The generic name, occupation name and place name in the composition type are also very diverse, the generic name occupies the main position in the shop name of the shopping website, and it also best reflects the characteristics of the shop name of the shopping website. Merchants often display unique and novel personalities through generic names. Most shop names weaken the use of place names, which is directly related to the particular background of the network. Shop names of shopping websites use a lot of rhetoric, which reflects the aesthetic orientation of people's pursuit of individuality. Shopping websites take advantage of the new and strange features in the network environment, and there are no relative fixed format constraints, which makes a large number of shop names to use figure of speech. As an organic part of social terms, commercial store name is not only the symbol of identification and the carrier of commercial information, but also a multi-prism mirror, which reflects the psychological and cultural brilliance of modern society. Under the network background, shopping website not only has the influence of traditional culture on store name, but also reflects the imprint of modern culture, especially the influence of loanwords, film and television entertainment, network neologisms. The social psychology also has certain restriction function to the network shop name, at the same time, the network shop name also has the certain psychological influence to the consumption behavior. Shopping website as a new network industry, shopping website store name has a lot of non-standard problems, first of all is the form of non-standard, including the use of foreign alphabet, the overuse of traditional characters and punctuation abuse. The second is semantic nonstandard, including excessive innovation and harmony of sound jockeying. If these non-standard problems do not attract the attention of the relevant departments as soon as possible, they will make the shop names of shopping websites fall into a more chaotic state, and will have a certain negative impact on teenagers who regularly surf the Internet. In the end, the author puts forward some suggestions for this kind of nonstandard phenomenon, one is to establish effective laws and regulations, and to strengthen government supervision. Second, to create a good and standardized language use environment.
【学位授予单位】：沈阳师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H136

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