臺灣建案名的語言現象與發展－以板橋與淡水為考察範圍

產品行銷的前提是要取個好名，引人注意，留下深刻印象。因之，為建案命名是行銷的重點。1980年代誕生模因概念，模因是文化傳播、大腦的信息單位，舉凡知識、觀念、習慣、風俗、用語的傳播均可視作模因現象。據此，建案名是一種模因，臺灣房市哪些案名是強勢模因？以何種方式傳遞？有時代或地點的差異嗎？本文採分區、分期模式討論，以新北板橋與淡水為例，分期觀察兩地案名的變化，釐清建案模因的異同與特點，除了瞭解案名的發展過程與變化意涵，亦可提供命名之參考。就音節而言，兩地歷年的強勢模因是4音節，因為韻律穩定，能承載足夠訊息量。就複製與傳遞方式來看，兩地常選「複合體」模因，以「基因型」與「表現型」複製和傳播。「通名」提示建案類型，早期板橋強勢通名是「城」、「園」、「村」、「社區」，淡水是「墅╱別墅」與「城」，近期兩地不流行通名。「專名」彰顯建案特色，兩地歷年多以「標示地點」、「情緒感覺」為強勢模因，近期興起「標示建商」模因。兩地的差異是1960年代板橋流行的「宣揚道德」模因未見於淡水，而淡水4期的「自然休閒」模因較板橋活躍。

關鍵字

臺灣；板橋；淡水；建案名；模因

並列摘要

Product marketing should be based on good names to attract people and to show impressive results, and thus the real estate's naming is the key to its marketing success. In 1980s, the concept of meme was launched, meaning the unit of cultural communication and message unit of the brain. The spread of knowledge, ideas, habits, customs, and expressions can be regarded as memetic phenomena. The real estate's naming is one type of meme. What are the impressive memes of real estate's naming in the real estate market? How are they conveyed? Is there a difference in time or place? This study thus focuses on models of different regions and periods. By using Banqiao and Tamsui of New Taipei City as examples, we observe the evolution of real estate's naming for different periods, in order to clarify the difference, similarity, and characteristics of real estate's name memes. It not only presents the development of the real estate's naming, but also serves as reference for future naming. In terms of the number of syllables, the effective memes of real estate's names in the two cities in past years cover four syllables. Since their rhythm is stable, they are able to carry sufficient messages. As to the coping and communication measure, in the two cities, complex memes are frequently applied and are copied and conveyed by genetic and performative methods. As to common names, in earlier times, the more effective common names in Banqiao were city, park, village, and community, and in Tamsui they were villa and city. Currently, these common names are not popular in the two cities. As to proper nouns, ＂locations＂ and ＂Emotion and feeling＂ are effective memes in the two cities in the past years. At present, ＂builder marking＂ memes are being introduced. In the 1960s, Banqiao prevailed the ＂moral and decree＂ meme. The difference is that ＂nature and leisure＂ memes in Tamsui are more popular than in Banqiao.