臺灣房產建案命名的訴求策略與雙關修辭

本文對台灣房產建案命名的文本研究，主聚焦在訴諸雙關修辭的語料。除了探究這些建案命名在雙關修辭運用上的實際境況與趨勢變化，也檢視在雙關之餘同步運用了哪些修辭辭格、語法結構或符號系譜。接著企圖從雙關修辭的常用詞素及同步應用的語法、系譜等文案表現，去推敲、歸整此類命名前端的訴求擇定類型與重點趨勢。本研究有兩個先設。首先預設房產建案此類高價位、高涉入產品勢必有著複合訴求之需求。其次，因應此複合之訊息需求，命名在修辭應用，特別是雙關修辭上，必有諸多借力之需求。畢竟，雙關辭格因能同時擁有兩個以上的意涵，應是能完成複合訴求使命的最理想辭格之一。再來，本研究先設這些建案命名無論怎麼修綴變化，在雙關辭格應用之際，仍不會太拋捨房產建案的兩大基本訴求──建商聲譽訴求以及地理優勢訴求。研究結果顯示，雙關辭格幾乎都是字音雙關類型，且大部分建案命名在運用雙關辭格之際，仍頗關照建商聲譽以及地理優勢兩大基本訴求，且鑲嵌的機率超過整體語料半數以上。至於雙關詞素的熱門趨勢整理上，發現「馥」、「寓」和「森」是雙關最熱門的趨勢單詞。至於近期雙關修辭排名前三熱門引用的複合詞素則為「逸墅」、「首馥」和「寓見」。接下來，從次數分配回推字面上與字面下的對應訴求類型，近期熱門引用的訴求是富裕訴求、逸靜訴求以及綠意養生訴求。

關鍵字

房產建案；品牌命名；訴求策略；雙關修辭

並列摘要

This article focuses on the textual study of the naming of Taiwan's real estate construction projects, focusing on the corpus of resorting to pun. In addition to exploring the actual situation and trends of the use of puns in the construction of these denominations, it also examines which grammatical structures or symbol genealogy are used simultaneously. Next is an attempt to choose and type the key trends of the literary performance of puns, grammar, genealogy and other copywriting performances that are simultaneously applied to clarify and summarize the claims of the naming front end of the Taiwan real estate construction project. There are two prerequisites for this study. First of all, such high-involved products with high-priced real estate construction projects are bound to have complex demands. Secondly, in response to the information needs of this compound appeal, the naming is applied in rhetoric, especially pun rhetoric, and there must be a lot of use of pun rhetoric. After all, because the pun can have more than two meanings at the same time, it should be one of the most ideal rhetoric to fulfill the mission of compound appeal. Next, in this study, we first set the name of the Taiwan real estate construction no matter how it is changed, when the pun is applied, it will not throw too much of the two basic demands of the real estate construction case-the reputation of the builder and the geographical advantage.