عنوان مقاله [English]
نویسندگان [English]چکیده [English]
The aim of this study is to investigate the naming process of Isfahan's trade centers and shops. Dyer (1982) believes that one of the most important characteristics of commercial advertisements is to attract the addressees’ attention. Geis (1982) also assumes that an appropriate and relevant trade name may behave as a small advertisement to attract the customer's attention. Regarding these ideas, two questions are addressed here: first, whether the properties of commercial advertisements can be seen among the names of trade centers and shops or not; and second, if the answer is positive, what characteristics they have in common. The results of the study show that some of the linguistic properties of commercial advertisements, such as the use of metaphor, metonymy, foreign words, pun, repetition, etc. exist in the names of Isfahan’s trade centers and shops as well.
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