Ancient and Modern Business Names

Author: Meng Zhifei Huang Tamao, Editor-in-Chief
Publisher:
Publish Date: 2004-04-01
Features:
Couplets, also known as "linglian" in elegant terms and "duizi" in colloquial language, are a unique and fragrant bloom in the vast garden of Chinese literary arts. They are a treasured gem of traditional national culture, widely cherished by the people. Among the three major values of couplets—artistic, academic, and practical—the practical value is the greatest. In the past, they were commonly used for imperial examinations to select talents, for literary exchanges where scholars exchanged couplets, and for inscribing on scenic spots and historical sites. Even high-ranking scholars and refined individuals used couplets for matchmaking and seeking companions. In modern times, with societal progress and rising cultural literacy, the use of couplets has become even more widespread. Folk traditions such as festivals, weddings, funerals, moving into new homes, celebrations, and business openings all incorporate couplets. As a practical literary form, couplets are evergreen and enduring. This book is entirely designed for reader convenience, categorizing couplets based on actual usage habits—a true method for practical couplets. A Collection of Ancient and Modern Business Sign Couplets features couplets hung in commercial storefronts, with a long and profound history. The couplets are exquisite and varied in style, offering great artistic enjoyment. The book includes both commonly used folk business couplets and newly composed ones for emerging businesses by couplet masters. These business couplets reflect the characteristics of the businesses, the moral integrity of their owners, and their values from different perspectives.