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 Linguistic Features and Functions of Shop Names in Hong Kong

Sub-topics: 

·Language games in Hong Kong’s bilingual environment - language in store names, signage, and other visual elements

·Comparison of Traditional Chinese Writing (from right to left) with Modern Western Language Symbolization/Strangefication

·A Study on the Linguistic Practices of Hong Kong Store Names from Regional and International Perspectives

·Research on the Information Function of Shop Names in Hong Kong

·Research on the Emotional Functions of Shop Names in Hong Kong

Project Overview:

Research background and importance:

As a post-colonial global metropolis, Hong Kong features a dynamic sociolinguistic environment where Cantonese, Mandarin and English interact in commercial areas. Against this backdrop, shop names act as key markers of cultural identity, branding strategies and Hong Kong’s dual local-international character.

This study benefits sociolinguists, business strategists and cultural researchers, providing references for local merchants. It analyses linguistic features of shop names across different urban spaces and business sectors. Existing studies focus on general trends rather than detailed contextual comparisons, leaving a research gap that this project aims to address.

 

Research aims:

This study explores Hong Kong retail store sign language strategies and their role in identity construction under globalised post-colonialism. It analyses language selection, visibility, creativity and visual appeal across high-end, mid-end and low-end businesses.

Quantitatively, it expects English to dominate high-end stores as a symbol of global status. Qualitatively, mid-end stores feature the most linguistic innovations like bilingual puns, while low-end stores prioritise Chinese for local communication.

The findings aim to advance sociolinguistic and urban studies, fill research gaps, and offer references for policymakers and brand strategists on language as symbolic capital shaping consumer perception and urban identity.