Linguistic Characteristics and Cultural Connotations of Engl(4)

4.3 The Comparison of Number Use between Different Cultures
 

What is worthy to be mentioned is that in shop names, numbers serve a particular function. Some numbers carry with them a special cultural color in a special cultural atmosphere. For Chinese people, eight (8) and six (6) symbol luck and wealthy, while for the westerners, they prefer odd numbers like one (1) or three (3) except thirteen (13). The westerners prefer to present gifts in odd numbers, like one box of candies, three apples and so on. In westerners’ eye, the number seven (7) is a lucky one, because one usually wins the game if the number seven comes to him or her. Five thousand years of Chinese culture has nurtured many allusions and vivid metaphors. Shop names with numbers in them are characterized as being simple in structure and explicit in meaning. In particular, such names are original and easy to be memorized, so the consumers tend to pay particular attention to them. For example, Yi Pin Xiang Cai Guan (a restaurant, Yi for One; Yi Pin Xiang means being delicious at the first taste), Si Xi Tang (Si for four; Si Xi means four happiness), Wu Huan Bin Guan (a hotel, Wu for five; Wu Huan means five rings which further implies union.), Jin Liu Fu Jiu Lou (a place for drinking, Liu For Six; Jin Liu Fu means full of golden happiness), Wan Fu Supermarket (Wan for ten thousand; Wan Fu means as much happiness as possible.)

In foreign countries, shop names with numbers are not as common as in China, but such shops are closely related with people’s clothing, food, shelter and transportation. Therefore, they are exceptionally appealing. In terms of structure, the “number shop names” are divided into two groups: one completely composed of numbers and the other consisting of numbers and non-numbers. The complete ones are 21(an advanced restaurant in New York), 99(a grocery in which each commodity is no more than one dollar), 7-11(a convenient shop), 5-7-9(a clothing shop; 5-7-9 symbolizes the sizes.) Other examples are 33 Flavors (an ice cream store), Big5 (a sports shop), Lumber 88,123 DVD, Four Seasons and Supper 8 Motel

5 The Trace of Nature in Shop Names
 

The process of industrialization and urbanization offers a brand new life mode for people. However, while enjoying the fruit of modern civilization, people are also suffering pressure from all aspects of life: overgrowing population, crowded transportation, environmental pollution, fast pace of life and so on. They have to seek everywhere for somewhere relaxing and tranquil so as to recover mentally and physically. “Embracing Nature” is regarded as a spiritual pursuit and universal cultural fashion.

The businessmen know very well about the consumers’ desire to return to nature. Therefore, they spare no effort to create a country-like atmosphere that serves as an irresistible temptation to those who are troubled by the bustle and hustle of the city life.

As a commercial need, “shop names” are apt to take the theme of nostalgia and intimate relationship with animals or plants, aiming to appeal to customers and stimulate consumption.

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