(1) Saussure believed that naming symbols are arbitrary, for example, there is no relationship between the letter t and the sound it represents.
(2) The value of letters is purely negative and represents difference. For example, the same person can write t in many variations, but in his writing, this symbol cannot be confused with l, d, etc. .
(3) The value of names only depends on their opposition to each other in a system composed of a certain number of letters. Because written symbols are arbitrary, their form is not important, or rather, it is important only within the limits dictated by the system.
(4) How the naming symbols are generated is completely irrelevant, because they have nothing to do with the system. It does not matter to their meaning whether one writes the letters white or black, concave or convex, with a pen or a chisel.
Chinese thought also has a systematic discussion on the theory of naming. The philosophy of names is a very distinctive school in pre-Qin philosophy and has a great influence on Taoism and Wei and Jin metaphysics. Its purpose is to analyze epistemology, ontology and logic. In terms of aspects, clarify the relationship between name and reality.
The philosophy of names is divided into two schools: Hui Shi's "Contract Yi" school and Gongsun Long's "Li Jian Bai" school. Hui Shi set up an absolute frame of reference, placed all things in the world within it, and showed their relativity of being the same or different, from which he carried out the naming activity: heaven and earth are one, and he loves all things.
Gongsun Long made a more sophisticated analysis of the theory of naming, and came up with the "referring to things theory" that is consistent with Plato's theory of ideas. He believed that nouns indicate a physical world that is different from the real world, and The latter determines the existence of the former. Based on this theory, he proposed some arguments that at first sound very strange, such as "the white horse is not a horse" and so on.
As for the origin of the name, Feng Youlan believes: "Famous people come from famous people, mostly from litigants." Not only are famous people born as litigants, their verbose naming habits are also due to professional habits and seem to be at odds with the mainstream trend of thought.
Hui Shi’s Theory of Relativity: All things are relative and constantly changing. There are no absolute differences or boundaries between all things. All things are one, so we should love all things universally without distinction.
Gongsun Long’s theory of physiognomy: Gongsun Long emphasized that “name” is absolute and unchangeable. From this he derived the same concept as Plato's Idea or ***.
Gongsun Long's theory is recorded in "Gongsun Longzi". The key points include "a white horse is not a horse", "li Jianbai" and "the theory of pointing things". We have heard a lot about "white horse is not a horse". Let's talk about "Li Jian Bai" here.
According to what ordinary people see, stone, hardness, and whiteness are three in one. Stone contains two properties: hardness and whiteness at the same time. Hardness and whiteness are inseparable. Gongsun Long, who has an "anatomy addiction", actually stretched his knife to the stone and picked out the bones and flesh of the stone: the bones are as hard as the stone, and the meat is as white as the stone. Bones belong to bones, flesh belongs to flesh, there is no me among you, and there is no you among me. This is the debate about naming in "Li Jianbai".
After the gradual development and evolution of naming science, it has separated from the category of philosophy and formed a specific theory. It has transformed into an activity of naming people or goods, aiming to achieve a deeper meaning of names based on the naming theory. Connotation, such as naming people, aims at good luck, good luck, and social interaction; naming products is guided by market, value, and brand.
The more comprehensive narrow sense nomenclature is Huaxin personal nomenclature and Huaxin company nomenclature proposed by Huaxin Naming Network:
Huaxin personal nomenclature is a combination of traditional culture and modern Western learning Combining personal nomenclature, traditional culture includes numerology, five elements, mathematics, Yili, zodiac signs, hexagrams, semantics, phonetics, pictograms, etc., while modern Western science includes psychology, sociology, psychoanalysis, nominalism, etc. On other subjects.
1. Numerology reconciliation
Choose a good name, predict the destiny, analyze the overall destiny according to the horoscope, and sort out the personal numerology's favorite gods. Only by using the names given by the gods can you be right. Destiny plays a supporting role.
2. The five elements are interdependent.
The five elements of the name conform to the four laws of generation, restraint, restraint and transformation. The five elements are interdependent, endless, and have a long history.
3. Mathematically auspicious
The five elements of the name, namely sky, earth, personality, general and outer elements, must be auspicious in mathematics and cannot have bad numbers in the name.
4. Harmony of Yixiang
Yixiang is reflected in the glyph structure in the name. The weight, strength, and number of Chinese character combinations should be appropriate. The shape of the name should pay attention to the natural body and the spirit. Handsome, simple and traditional.
5. Zodiac sign compatibility
If the twelve zodiac signs have Chinese characters for likes and dislikes, avoid radicals in the name that may have a negative impact on the owner’s zodiac sign, and choose names that promote the owner’s zodiac sign. Chinese character.
6. Rich meaning
A name is a condensed information field, and long-lasting blessings and broad prospects must be injected into it, in order to promote the fortune of the name owner by promoting psychology.
7. The pronunciation is smooth and beautiful
The first sound of the name is the first impression of the name owner. Indecent associations must be avoided. The pronunciation should be clear and turbid, with regular ups and downs, and no elegant pronunciation. Differentiated to achieve sweetness, mellowness, and loudness.
8. Restrictions on word usage
Regarding the avoidance of words contained in the names of elders and the preference of the name giver.
9. Three Talents of Luck
The name must conform to the configuration of the three talents, that is, the weather, the right place, and the harmony. Only by injecting the auspicious fortune of these three aspects into the name can the name have a prosperous life. The role of luck.
10. Happy family
The name must be in harmony with the five elements of the parents' destiny, in line with the fortune of the family members, to make up for the disadvantages of the family, to avoid conflicts with the destiny, and to gain benefits. Only with the luck of the parents can the family be happy.
11. Breathing and nourishing to maintain health
The five tones of the Chinese characters correspond to Gong, Shang, Jiao, Zheng, and Yu, which correspond to the five internal organs: spleen, lung, liver, heart, and kidney. The name is breathing and breathing Qi. It must comply with the six-character health regimen of "blow, huff, hee, heh, hush, and ho" before it can be combined with the Ming Dynasty mantra of om (an), ma (ma), ne (ne), ba (ba), and mi (mian). , hum (mou) have the same approach but the same purpose, achieving the effect of turning bad luck into good luck, promoting fortune, and maintaining health.
12. Physical and mental health
At the 19th annual meeting of the American Society of Behavioral Medicine, the "relationship between names and lifespan" was specially discussed. According to the survey, more men have positive names than Men with derogatory names live an average of 7.28 years longer. The report said: "The surprising discovery is that the name parents give their children can almost change the cause and time of the child's future death. Not only the length of life is affected by the name, but the diseases and accidents suffered are also related to the name.
Huaxin's nomenclature focuses on target customers, industry characteristics, management psychology, promotional communication, advertising, marketing planning, social psychology and other Western sciences, combined with traditional nomenclature such as mathematics, numerology, and rhyme, taking into account the long-term development, and ultimately achieve a business fortune of prosperity, prosperity, and prosperity.
1. Customer psychology
According to the customers that the company faces, the characteristics of a certain customer group. Market, attract customers' psychology, arouse customers' good associations, improve the company's visibility and market competitiveness, and help establish a good corporate image
2. Industry characteristics
According to the company. The naming of the industry and product information is the guarantee for the company to gain popularity and enhance its competitiveness. The popularity lies in advertising and more importantly in the easily accepted trade name. The trade name itself is a good advertisement, thus expanding its popularity in the entire industry and society.
3. Corporate image
The trade name is the spokesperson of the corporate image, and it is the first impression and the first and most important recognition of the company by the society. Contains information about the company's product quality, market coverage, service levels, social welfare undertakings, etc.
4. Corporate philosophy
Society largely determines corporate philosophy and companies based on their business names. Culture. The business name reflects the core of the corporate culture and is the connotation of the company. It is the key to the efficient operation of the company to form a unified corporate values ????and publicity approach.
5. Corporate assets
Trade names store a large amount of market competitiveness information. As a carrier of goodwill, they have property value and reflect the culture of enterprises, companies, factories and products. Taste embodies the cultural mentality and business pursuits of an era, region, and group. It has profound cultural value and is an important intangible asset for an enterprise.
6. Consumer Psychology
A company’s trade name contains the company’s development vision and deep cultivation. What consumers buy is not just the product, but the product brand. A good trade name gives Consumers enjoy beauty, improve product quality, increase product cultural added value, and meet consumers' taste requirements.
7. Auspicious connotations
A company name with auspicious connotations will shorten the psychological distance between the company and consumers, making it easier to be accepted and recognized. And an auspicious business name will also have good psychological implications for the entire enterprise.
8. Stable fonts
In the combination of business names and fonts, avoid being top-heavy, complicated and unfamiliar. The glyph combination of the business name gives the audience a visual impact. From the perspective of the hexagram, the towering and steady combination of glyphs indicates that the enterprise is developing steadily and powerfully, and is as secure as Mount Tai.
9. Mathematically auspicious
The numerology of the business name must be auspicious to promote the vigorous development of the enterprise and avoid unlucky numbers.
10. Pronunciation is loud and clear
The first sound is the first impression consumers have of a brand name. Indecent associations must be avoided. The pronunciation must be clear and voicing in a measured, ups and downs, and elegant. The sound is smooth and loud, giving people a pleasant psychological feeling.
11. The five elements are interdependent.
Business names must emphasize the interdependence of the five elements. Each Chinese character has the attributes of the five elements. The five elements are cyclical and interdependent. The development of the enterprise will become smoother and smoother. The five elements circulate and the cycle does not stop. With good news, the fortune of the enterprise will continue to flow.
12. Numerology coordination
The corporate legal person is an important decision-maker of the enterprise. According to the horoscope of the corporate legal person, the happy gods are arranged, and the business name and the corporate horoscope are harmonious with each other. It will allow enterprises and legal persons to develop together, and both people and wealth will be prosperous.