ANALYSIS OF LANGUAGE USAGE IN THAI AUSPICIOUS PLANT NAMING: BELIEF AND MARKETING DIMENSIONS

Abstract

This article aims to analyze the language usage in Thai auspicious plant naming through belief and marketing perspectives, studying data from popular auspicious plants in Thai ornamental plant markets. The research finds that auspicious plant naming reflects a blend of traditional Thai beliefs and modern marketing strategies, utilizing words that convey prosperity, fortune, and success through various linguistic devices such as auspicious terms, wordplay, and figurative language. Furthermore, the naming practices have adapted to align with contemporary consumer values and demands, reflecting the dynamics of Thai language and culture as they evolve within changing social and economic contexts.