重庆市社会各界热烈讨论为“棒棒”改名,并提出了自己的看法。这些称呼使用了多种修辞手法但最终都以失败告终。本文从社会语言学的角度,分析了重庆市为“棒棒”改名失败的原因,指出职业称呼用语规范应遵循文化、必要和高效原则。 Chongqing City, all sectors of the community heated discussion for “Bang Bang ” renamed and put forward their own views. These terms use a variety of rhetorical devices but eventually fail. From the perspective of sociolinguistics, this paper analyzes the reasons for the failure of renamed “Bang Bang” in Chongqing, and points out that the norms of professional appellations should follow the principles of culture, necessity and efficiency.