俗语命名法

彭炜珀

俗语命名法<span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Arial'"><?XML:NAMESPACE PREFIX = O /><o:P></o:P></span>
<p class="0" style="LAYOUT-GRID-MODE: char; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Arial'; mso-spacerun: 'yes'">与雅语相反的做法是采用俗语命名，即用民间口语为店招。</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Arial'"><o:P></o:P></span></p>
<p class="0" style="LAYOUT-GRID-MODE: char; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Arial'; mso-spacerun: 'yes'">事实上，用雅语曲高和寡，往往只能博得知识分子和上层贵族的鉴赏，当然通地他们的品评也易于名扬四海。但做买卖所面对的是一个大得多的消费群体，相对来说，用俗语做店招更容易赢得广大的下层群众的亲近感，其名称不胫而走，有时比雅名还要响亮。</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Arial'"><o:P></o:P></span></p>
<p class="0" style="LAYOUT-GRID-MODE: char; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Arial'; mso-spacerun: 'yes'">著名的王麻子、狗不理等都是俗语。</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Arial'"><o:P></o:P></span></p>
<p class="0" style="LAYOUT-GRID-MODE: char; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Arial'; mso-spacerun: 'yes'">用口语的，例如上海利男居饼家在设立分店时，受一位广东老太太一句话的启发，取名“一定好”，结果生意果然好，在虹口一带，名气比总店还响亮。</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Arial'"><o:P></o:P></span></p>
<p class="0" style="LAYOUT-GRID-MODE: char; TEXT-INDENT: 21pt; TEXT-ALIGN: justify"><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Arial'; mso-spacerun: 'yes'">又如“好吃来”瓜子大王、“鲜得来”排骨年糕、“天晓得”梨膏粮商店，都用沪语作招牌，上海人听来分外亲切。</span><span style="FONT-SIZE: 10.5pt; FONT-FAMILY: 'Arial'"><o:P></o:P></span></p>