英国华人店牌的语言功能和文化定位

Linguistic Functions and Cultural Positioning of British Chinese Shop Signs

全球的大店铺热衷于使用英语名称,而英国华人店铺却附有汉语店牌,英、汉语店牌发挥的作用不尽相同。店牌语言不仅传递信息,还具有装饰功能和显示文化身份的作用,其使用随着商品的类别而变化,并折射出店主和消费者的文化定位。

English is widely used in big shop names throughout the world while Chinese is also employed in British Chinese shop signs. The shop language is not only communicative, but also decorative, and shows the cultural identity. Its use differs with the types of commodities and reflects the cultural position of the owners and consumers.