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Linguistic Characteristics and Cultural Connotations of Engl(6)

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Due to cultural differences, what is auspicious and honorable in oriental people’s eye is evil and brutal to the westerners, like the bats and the dragons for shop names. In China, “dogs” are, more than often, related with what is degrading, such as “like a dog threatening people on the strength of its master’s power”, “no ivory issues from the mouth of a dog”, while westerners regard dogs as faithful friends so that “man’s best friends” came into being.

 

6 Conclusion

The cultural differences between the eastern and western nations are reflected in different associations caused by respective culture and such differences affect people’s ideas about how to name their shops.

As discussed above, there is a superb collection of shop names so that they themselves constitute an amazing world. Short as the shop names are, they are capable of displaying the simplicity and “cream” of languages. They are the crystallization of the businessmen’s wisdom and the fruits of the old civilization and the modern fashion. “Shop names”, on one side, reflect people’s ideal and changeable psychology as well as the colorful connotations of the specific culture. Therefore, research of the “shop names” is a multi-disciplinary and multi-cultural study, and such a research is getting more and more important in today’s world with rapid economic development and strengthening cultural exchange.

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[3] 贾玉新. 跨文化交际学[M]. 上海:上海外语教育出版社,1997.

[4] 李荫华(译). 变化中的英语[M]. 沈阳:辽宁人民出版社,1980.

[5] 贾卫国. 美国商业英语中店铺名称用语简析[J]. 山东外语教学1993,(3):21-24.

[6] 何善芬. 英汉语对比研究[M]. 上海:上海外语研究出版社,2002.

[7] 邓炎昌,刘润清:语言与文化[M]. 北京:外语教学与研究出版社,1994.

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