Abstract
This paper makes an investigation on 1783 names of shops in five cities. In our opinion, modern shop names involve two characteristics. First, there are lots of language varieties and deficiencies in naming elements. Second, the naming methods have both the stereotypes and innovations in character, language and content. Though the innovations are very important, shop names as a kind of language codes and commercial campaigns should abide the regulations of the language and the relevant laws of the country. Some advice has been provided at the end of this paper.
| Keywords: | shop names; naming elements; naming method |
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