店名变化与人们审美价值的趋向

店名不仅是一种商用识别符号，而且可以作为一种文化投射影像，从不同角度透视不同的社会心理和民族文化。不同时期的店名，可以反映出人们不同时期审美价值和文化取向的细微变化。这篇文章运用调查的方法，对几个较有代表性的城市店名进行调查、分析，认为新时期的店名经历了一个从＂大化、洋化、贵族化好莱坞＂的趋势逐渐向传统型发展的过程，从而折射出当前时代民风和人们的文化价值趋于回归传统的一种全新走向。

On the Name of the Shop and the Tendency of People's Aesthetic

The name of the shop is not only an identification mark,but also a mirror of one country's culture,which can reflect the social psychology and national culture from all its respects directly or indirectly.Meanwhile,the name of the shop in different periods can give much significance of people's aesthetic and cultural tendency.According to the personal investigation,the author collects and analyses the names of the shop in several typical cities of China.As a result,a process from westernization and noblization of the names to tradition is concluded in its evolution,which reflects the national culture and a new tendency of cultural value nowadays.