现今五花八门的商店招牌随处可见。有些商家的招牌文字是请那些所谓的“高人”、“大仙”敲定的,他们故弄玄虚,致使一些招牌令人觉得莫名其妙乃至无法理解。商家选用新颖有一定内涵的语言文字或者某些品牌的名称作为商店招牌,以引起人们的关注,这本无可厚非,但商店招牌还是应以让顾客看得懂为基本原则。商店招牌不仅具有商业意义,还彰显了汉语言的“变脸”现象。 Now a wide variety of shop signs everywhere. Some businesses sign language is to call those so-called “Supreme ”, “Daxian ” finalized, they tricked, resulting in some signs that somehow or even incomprehensible. Merchants use the novel language has a certain meaning or some brand name as a store signs, to attract people’s attention, this is understandable, but the shop signs or should allow customers to understand as the basic principle. Shop signs not only have commercial significance, but also highlight the Chinese language “change face” phenomenon.