Sinograms on Commercial Signs. A Case Study of Chinese Restaurants in Prague

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F61989592%3A15210%2F24%3A73626499" target="_blank" >RIV/61989592:15210/24:73626499 - isvavai.cz</a>

Výsledek na webu

<a href="https://obd.upol.cz/id_publ/333206386" target="_blank" >https://obd.upol.cz/id_publ/333206386</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.36824/2022-graf-slam" target="_blank" >10.36824/2022-graf-slam</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Sinograms on Commercial Signs. A Case Study of Chinese Restaurants in Prague

Popis výsledku v původním jazyce

This paper is a response to the noticeable use of Chinese script in the public space of a country with a relatively small number of Chinese immigrants. The appearance of this linguistic phenomenon in Czechia arises from its significant involvement in the gastronomy business associated with vibrant outdoor branding. Sinograms are one of the most favorite items through which Chinese restaurant label the ethnic origin of the offered food. This study draws on the conceptual framework of linguistic landscape theory and, through visual analysis, reconstructs the graphic and linguistic contexts in which sinograms are displayed on restaurant storefronts. It is based on the photo documentation collected during August 2020 in the capital city of Prague. The sinogram-oriented approach enables a unique outlook on the dynamics of the foreign non-Latin script displayed on commercial signs. The established set of similarities indicates a high level of unity in the marketing of Chineseness through the sinograms.

Název v anglickém jazyce

Sinograms on Commercial Signs. A Case Study of Chinese Restaurants in Prague

Popis výsledku anglicky

This paper is a response to the noticeable use of Chinese script in the public space of a country with a relatively small number of Chinese immigrants. The appearance of this linguistic phenomenon in Czechia arises from its significant involvement in the gastronomy business associated with vibrant outdoor branding. Sinograms are one of the most favorite items through which Chinese restaurant label the ethnic origin of the offered food. This study draws on the conceptual framework of linguistic landscape theory and, through visual analysis, reconstructs the graphic and linguistic contexts in which sinograms are displayed on restaurant storefronts. It is based on the photo documentation collected during August 2020 in the capital city of Prague. The sinogram-oriented approach enables a unique outlook on the dynamics of the foreign non-Latin script displayed on commercial signs. The established set of similarities indicates a high level of unity in the marketing of Chineseness through the sinograms.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

60202 - Specific languages

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2024

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Grapholinguistics in the 21st Century 2022. Proceedings

ISBN

—

ISSN

2681-8566

e-ISSN

2534-5192

Počet stran výsledku

22

Strana od-do

135-156

Název nakladatele

Fluxus Edition

Místo vydání

Brest

Místo konání akce

Paříž

Datum konání akce

8. 6. 2022

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

—