银川地区文玩店名的修辞研究

发布时间：2018-12-14 13:38

【摘要】：文玩作为一类历史悠久的文化行业,其店名相较于其他行业店名有着非常鲜明的特色。本文以银川地区文玩店名为研究对象,通过实地考察的方法收集了银川地区的379个文玩店名。最后通过归纳和演绎相互印证、定性和定量相结合的研究方法,从修辞学的角度研究文玩店在命名时涉及到的语音、用字、风格三方面的修辞特点。文玩店名的语音修辞特点表现为:店名的音节数量有限,以三音节店名为主导;店名的末尾音节倾向于选择阴平和阳平这样响亮程度更高的调类;店名不严格遵循平仄相间的韵律;店名倾向于“1+1+1”这样的音节节奏。文玩店名的用字修辞特点表现为:店铺的通名惯用曾在古代表示处所的单音节字;店铺的专名主要选用能够表现出店铺经营类别、祥瑞喻义、经营项目属性、地域特色、收藏方式、经营理念、自然事物这七类信息的字;在视觉上,主要通过利用汉字的结构、改变词序和字体实现表达需要。文玩店命名所用到的风格修辞主要有简约、藻丽、含蓄、庄重、豪放、柔婉、典雅七种。一般来讲文玩店名的表现风格主要受命名者自身情况和文玩店客观情况两方面影响。现有语料显示,文玩店铺在命名时仍存在重复和语言滥用等问题。本文所做的研究除了发现问题,也希望能在丰富应用修辞学研究的同时,给日后的文玩命名活动提供参考性的意见。
[Abstract]:As a kind of cultural industry with a long history, the shop name has very distinct characteristics compared with other industries. In this paper, 379 text play shop names in Yinchuan area were collected by field investigation. In the end, the rhetorical characteristics of Wenxuan in naming are studied from the perspective of rhetoric, including phonetic, word use and style through the combination of inductive and deductive, qualitative and quantitative research methods. The phonetic rhetoric features of the shop name are as follows: the number of syllables is limited, the three syllable is dominant, the last syllable of the shop name tends to choose a higher tone, such as Yinping and Yangping, and the phonetic rhetoric of the shop name is characterized by a limited number of syllables, which is dominated by a three-syllable shop name. The name of the shop does not strictly follow the rhyme; it tends to the syllable rhythm of "111". The rhetorical features of the shop name are as follows: the common name of the shop used to represent the monosyllabic word of the place in ancient times; The proper name of the store is mainly selected to show seven kinds of information such as shop management category, auspicious meaning, business item attribute, regional characteristic, collection mode, management idea and natural thing. In vision, the expression needs are mainly realized by changing the word order and font by using the structure of Chinese characters. The stylistic rhetoric used in the naming of Wenxudian mainly includes seven kinds: simple, elegant, subtle, solemn, bold, soft and elegant. Generally speaking, the performance style of Wen-play store name is mainly influenced by the naming person's own situation and the objective situation of the Wen-play store. The existing corpus shows that there are still problems such as repetition and language abuse when naming Wenxuan shops. In addition to finding problems, this paper hopes to enrich the applied rhetoric research and provide some suggestions for the naming activities in the future.
【学位授予单位】：北方民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：H15

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