Abstract: The naming of stores is a comprehensive art of linguistics, sociology, economics, psychology, and so on. Store names have the same distinguishing function as personal names and geographical names. Furthermore, they are the direct means for businessmen to attract customers. In addition, store names not only reflect the business philosophy but also reflect people's aesthetic psychology and cultural psychology in a certain time and area. From multiple angles of syllable, grammar and structure, this paper conducts a comprehensive analysis of language features based on coffee shop names on Shanghai Nanjing Road by the qualitative and quantitative analysis, which help us find that pure foreign language names account for the largest proportion, and the four-syllable names are used most widely and so on, so that we could have a certain knowledge of Shanghai cafe naming features, which reflects the rich and unique culture in Shanghai. 

Key words: coffee shop names；linguistic features；cultural features

Contents

Abstract

摘要

1. Introduction-1

2. The Formation of Coffee Shop Names-3

2.1 Orthographic Names-3

2.2 Phonological Names-4

3. Linguistic Features in Coffee Shop Names-7

3.1 Linguistic Features of General Names-8

3.1.1 Relations Between General Names and Its Distribution-8

3.1.2 Relations Between General Names and Syllable Numbers-10

3.2 Linguistic Features of Special Names-11

3.2.1 Relations Between Special Names and Grammatical Structure-11

3.2.2 Relations Between Special Names and Rhetorical Devices-13

4. Cultural Features of Coffee Shop Names-14

4.1 The Social-cultural Factors in Shop Names-15

4.2 The Cultural Psychology Factors in Shop Names-16

5. Conclusion-17

References-20