call, name, brand, address, say
稱 centers on the act of naming or designating: calling something by a name, giving a title, or referring to something in words. The senses of brand, address, and say are natural extensions of this naming function.
稱 combines 禾 (grain) with 爯, which likely contributes the sound and the idea of lifting or weighing. The character originally referred to weighing grain, which extended to the idea of naming or designating by comparison.
The left side 禾 suggests grain, and the right side 爯 looks like a hand lifting something. Imagine weighing grain and calling out its name or brand as you measure it.
For ショウ, picture a show where a host calls out names and brands: show -> ショウ, and the host is naming everything on display.