Methodology & Tools
① Research methods used：
1. Text Analysis and Case Studies. In Subtopic One, text analysis and case studies examine the linguistic features of specific store names such as “Ho Lan Jeng,” “Eat Shop,” and “Ladies Street Sik Fan Co.” The study analyzes language play mechanisms like homophonic puns, Sino-English juxtapositions, and visual creativity. Subtopic Four analyzes cases like “XX Seafood Restaurant” and “Pacific Coffee” to explore how store names convey business information, cultural identity, and brand image. Subtopic Five uses examples like “Lan Fang Yuan,” “Simmons,” “PARKnSHOP,” and “Green Dot Dot” to examine the role of language choice in emotional expression.
2. Data Statistics and Visualization Methods. In the "Data & Visualizations" section at the end of the document, we extracted quantitative data based on the multi-region, multi-store type analysis provided in the document. This includes language usage percentages (bilingual 55%, English-only 25%, Chinese/Cantonese-only 20%) and the frequency of language play (homophone puns 45%, Chinese-English juxtaposition 30%, visual+linguistic mix 25%). The data was presented visually using pie charts, bar charts, line graphs, and other formats.
3. Comparative Analysis Methodology. Subtopic Two compared the differences in the role and function of Chinese and English in store naming, as well as three "strategies of alienation" (visualization, cross-linguistic practice, and destandardization). Subtopic Three and Subtopic Five examined the differences in language use among stores in different areas of Hong Kong (Central, Mong Kok, Tin Shui Wai, Discovery Bay, etc.), as well as the preferences for language types among different age groups (young people vs elderly people).
4. Regional Field Observation Method (implied). Subtopic Three uses the regional field observation methodand cites Gonzales et al. (2026)'s field survey of multilingual signs in areas like Mong Kok, Tin Shui Wai, and Discovery Bay, indicating that the study involved on-site observation and data collection. Subtopic Five discusses the linguistic-geographical differences in emotions between the central business district (Central) and local communities (Tai Po, Sheung Shui), implying the foundation of field research.
② AI tools that may be used in this Capstone Project and their usage guidelines
List of possible AI tools to use:
Category | Tool Name | Primary Purpose |
Content assistance | ChatGPT / Claude | Text polishing, literature organization, language editing |
Video production assistant | HeyGen / SORA | Create project introduction videos, research process documentation short films, and dynamic data displays |
AI assistant | Gemini / DeepSeek | Quick information retrieval, expanding research ideas |
AI Usage Principles:
1. AI is a tool to enhance, not a replacement. Content generated with AI assistance (such as images, code) must be reviewed, edited, and verified by the researcher themselves and cannot be submitted as the final result. The core analysis, conclusion drawing, and theoretical contributions in the research must be done by human researchers.
2. Transparency and usage notes should be included in the report's "Methodology" or "Acknowledgments" sections, clearly stating which AI tools were used and for what purposes (e.g., "Used ChatGPT to polish the initial draft,"). For content directly generated by AI (such as definitions or examples), it must be labeled as "AI-assisted generation".
3. Information verification and fact-checking AI tools can produce "hallucinations" or inaccurate information (such as wrong citations, fabricated data), so researchers must cross-check all information output by AI to ensure its accuracy and reliability. In this study, statistical data, regional language proportions, etc., all need to be confirmed against original literature or field data.
4. Use AI writing styles or analytical perspectives critically, always maintain critical thinking, and ensure that research outcomes reflect independent academic reasoning.
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