招牌 (zhāo pai) — signboard, shop sign; reputation, brand image (… | TongTong Chinese Dictionary

Definition

招牌 covers two senses: a literal shop sign, and the figurative 'reputation or signature appeal' of a business (招牌菜 = signature dish). For a brand name/logo use 商标; 牌子 is the more colloquial equivalent.

noun

signboardshop signreputationbrand image (of a business)

Measure word · 块

Examples

招牌。
Nà jiā lǎo diàn de zhāo pai yǐ jīng tuì sè le.
That old shop's signboard has already faded.
招牌，。
Zhè jiā cān tīng de zhāo pai hěn hǎo, hěn duō rén mù míng ér lái.
This restaurant has a great reputation; many people come seeking its fame.
招牌，。
Táng cù yú shì zhè lǐ de zhāo pai cài, jī hū měi zhuō dōu huì diǎn.
Sweet and sour fish is the signature dish here; almost every table orders it.

Origin

Compound word

构词法gòucífǎ

偏正piānzhèngModifier + head

The first part narrows down the second: it says what kind of thing the head is.

招zhāoattract

A 牌 (board/sign) meant to 招 (attract) customers is a shop sign.

Characters in this word

Most characters — around four in five — are built this way: one part hints at the meaning, the other at the pronunciation.

扌召招

Meaning part形符xíngfú

扌Written in full as手shǒuhand

Sound part声符shēngfú

召

召zhào招zhāo

Same sound today

招 pairs 扌, the hand part, with 召, which gives the sound, to show beckoning with the hand.

Most characters — around four in five — are built this way: one part hints at the meaning, the other at the pronunciation.

片卑牌

Meaning part形符xíngfú

Sound part声符shēngfú

卑

卑bēi牌pái

The sound has drifted apartThe sound part was a clue two thousand years ago — it often still helps, but not always.

牌 puts 片, a flat piece, beside 卑, which gives the sound.

Appears in

HSK 3.0 Level 7-9 Business & Commerce

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