This paper attempts to analyze the way of naming of particular-name;usage of language;the way of mutual translation and pragmatic value,and reflects the development of social economy and social psychology of different race and multicultural development,by means of observing and studying the particular-name of store in Urumqi from the field of social linguistics.

Speech as the Product of Ideology ——Analysis of the choice of names and the power of cultural identity in narration;

This thesis attempts to explore the cognitive motivation in the construction of Noun-Noun compounds in English neologisms from the perspective of conceptual integration theory.