品牌命名是廣告文案最精鍊的書寫，短短2 至5 個字，就要把品牌內蘊的形象、精神、文 化與優勢資產等提煉出來；然而，字詞的形容總有侷限，適時運用表情豐沛的符號正好可以幫上 忙，讓文案的表達有更多元的意涵與更生動的文趣。 只是命名借力於符號時，哪種符號特別受青睞以及有無特別引用原則呢？本文對房產建案 命名文本的研究，主聚焦在其江河山水符號的引用，首先針對房產建案鑲嵌「山」、「水」、「川」、 「湖」與「海」等詞素之語料樣本作擇用系譜之類型歸整，其次再細究這些符號在引用上有何特 定偏好之詞素擇選與語法結構。研究結果顯示，房產命名在引用此類符號之系譜擇定上，山水一 起出現的次數多過山或水詞素之單獨出現。至於語法結構上，也因山與水符號的聯袂出現，並列 式複合詞與造句式複合詞為最大宗。這一般命名甚為罕見的造句式複合詞竟佔第二高引用頻率， 讓此類引用江河山水符號看似靜態的命名，添了不少動態語感與力道氛圍。

The main purpose of the study is to find out how the hills & waters symbol (such as mountain, lake, river etc.) are utilized when naming. This paper not only tries to conclude the reflected application of the symbol in the real estate’s field. Moreover, the style and the grammatical structure of the utilization in the naming statement are also analyzed. The method used for this study is documentary analysis and morphology. It’s found through the research that hills symbol mostly appears together with waters symbol. In addition, the brand naming trends to be more verb-oriented, and therefore the grammatical structure leads to more complicated and dynamic.