台灣房產建案命名的語法及修辭研究：以仿擬知名品牌的文本為例

Research on the grammar and rhetoric of the imitating naming of Taiwan real estate projects

本文對台灣房產建案命名文本的研究，主聚焦在仿擬知名品牌的命名語料。首先針對房產建案借力既有知名品牌之命名語料做產品與品牌的偏好類型歸整，其次探究在仿擬的當下，大致擁有怎樣的語法結構與修辭應用趨勢。研究結果顯示最常被房產建案命名仿擬的品牌，其歸屬產品類別（Product Category）前三名分別為知名飯店、知名飲料與知名百貨；至於個別品牌前三名則為左岸咖啡、誠品書店以及薇閣旅館。在語法結構上，主從式複合詞是最大宗，而仿擬對象詞素擔綱從詞或主體詞的機率相近；然而，只要有鑲嵌建商名稱（例如「大睦澄品」）或地理優勢（例如「汐止SK2」）進來，這些被仿擬的詞素大都會後挪擔任主體詞。至於修辭部分，原樣引用的命名語料最多（超過七成），而佔三成的仿擬語料中，則超過八成是透過雙關或外來詞鑲嵌來成就命名。整體而言，辭格類型變化不大，且當仿擬某品牌又同步動用雙關辭格時，該命名大多再借力於語法結構之變化而非額外的辭格。此外，發現仿擬品牌歸屬的產品類別，其涉入性高低與動用兩者以上辭格的機率成負相關；亦即，產品涉入程度愈低，例如仿擬相對低價位的食品、飲料品牌，語法與辭格複合併用的情形反而愈高。同樣地，較年輕新穎的產品屬性與類別，例如3C與文創品牌，也是擁有較高程度的語法或修辭變換表現。

"In this paper, the study of the naming text of Taiwan's real estate construction, the main focus is on imitating the naming of well-known brands. First, explore which well-known product categories and individual brands are mainly used, and secondly explore the types and trends of these grammatical structure.The results showed that the top three brands most often named in the product category were well-known restaurants, well-known beverages and department stores, while the top three specific brands were Left Bank Coffee, Prudential Bookstore and Vigo Hotel. As for the level, nearly 70% of the imitation material synchronously borrows the strength of the grammatical structure or other rhetorical changes, and when imitation of a brand and synchronous use of puns, the name is mostly relied on the change of grammatical structure rather than additional rhetoric."