汉字思维下的柳州楼盘命名的“字元素”考察

摘要

文章以柳州市131个楼盘名称为研究对象，运用“字本位”视角，选择“龙”、“山”、“江”、“岸”、“馨”、“祥”、“雅”、“和”、“悦”等个性命名字元素和“城”、“园”、“邸”、“苑”等通名字元素为标签，汇集具有相同字元素的命名形成若干同字元素场，作为考察的材料依据。由于柳州龙文化的历史渊源，“龙”字元素的楼盘名称，能达到引起受众的本土文化共鸣的目的。许多体现自然地理环境和反映人们美好意愿的“字”元素的楼盘命名也迎合了不同需求的客户受众的审美习惯。而出乎意料的是，相较于通名命名，无通名楼盘案名的数量呈现日渐增多的态势，这与其词语组合陌生新颖、意境丰富的特征以及受众求新求异的猎奇心理密不可分。%The paper chooses the 131 real estate names of Liuzhou as the research object, using the word based perspective, analyses the individual word elements and generic elements. Because of the historical origin of Liuzhou Long culture, the name of " Long" character element can achieve the purpose of local cultural resonance. The real estate names which reflect the " words" element of the natural geographical environment and people's good wishes cater to the different needs of people's aesthetic habits. And the numbers of Non-generic elements are showing an increasing trend.