乌鲁木齐天山区店铺名的命名及翻译研究

A Study on the Naming and Translation of Store Names in Tianshan District, Urumqi

摘要: 店铺名作为社会语言交际的一种现象，它不仅是店主或品牌“社会身份”的语言投射，更是社会结构、文化观念、群体互动在语言层面的浓缩。本文通过对乌鲁木齐天山区收集的985个店铺样本的名称类型进行分类，对翻译方法的研究，进一步梳理在店铺名的翻译过程中存在的一些不规范和错误的问题，为规范店铺名的翻译提供可行性的参考。

Abstract: As a phenomenon in social language communication, shop names are not only the linguistic projection of the “social identity” of shop owners or brands, but also the condensation of social structures, cultural concepts, and group interactions at the linguistic level. This paper classifies the name types of 985 shop samples collected in Tianshan District of Urumqi and studies translation methods, further sorting out some irregularities and errors existing in the translation process of shop names, so as to provide feasible references for standardizing the translation of shop names.