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店名不仅是一种符号,更是整合商店特色、时代气息以及消费心理的一种特殊语言现象,因而极具研究价值。本文基于认知语用学视角,立足“店主-店名-顾客”之间的纽带关系,从构成元素、字体和意义三方面分析了店名的融合趋势。进而,笔者针对受访者的反馈信息分析了店名融合的存在理由及其可能的发展方向。总而言之,店名会随着时代的发展而不断融入新元素,这是由店名和顾客之间认同与被认同的认知机制决定的。
The name of the store is not only a symbol, but also a special linguistic phenomenon that integrates the characteristics of the store, the flavor of the times and the consumer psychology, and is therefore of great research value. Based on the cognitive pragmatics perspective, based on the relationship between “shopkeeper - store name - customer”, this article analyzes the trend of the store name integration from three aspects: compositional elements, fonts and meanings. In addition, the author analyzes the reasons for the merge of store names and their possible development directions according to the respondents’ feedbacks. All in all, the name of the store will continue to incorporate new elements as the times evolve. This is determined by the recognition and acceptance of the store name and the customer.