Shop Sign Meaning

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Although the primary function of a name is to designate a particular entity, human or non-human, itsit’s symbolic meaning is usunormally derived from the set of socio-cultural and ideological values that are associated with it at the points of production and reception (Suleiman, 2011). Names not only reflect and transmit cultural values, but they also bear a close relationship to issues of identity (Kayaoglu & Koroglu, 2013). Akinnaso (1982) claims that since a person's identity as an individual and as a member of a given society is an object of universal concern, naming practices should relate to issues of identity in all cultures. The symbolic meaning of names varies from one context to another and "assumes greater importance in situations…show more content…
A major function of shop signs is to persuade customers to purchase their goods or services. However, though this seems to be an informative function, the signs attempt at the same time to impact potential customer’s behaviour. Proper names are widely found in the LL. They include shop names, brand and product names. They do not seek to transmit “factual information but are used in orderto appeal emotions” (Edelman, 2009, p. 144). They are particularly suitable for impersonal multilingualism, a term proposed by Haarmann (1986), signifying that the use of foreign languages had nothing to do with 'everyday' or 'real'bi- and/or multilingualism and instead were concerned with exploiting symbolic associations of these languages. A relevant concept suggested by Eastman and Stein (1993) is language display. These scholars argue that language display is, in fact, in fact the most successful where the speaker has limited or even no knowledge of the language being displayed. Language display “represents symbolic rather than the structural or semantic expression” (ibid., p.200). Shop names with their emphasis on symbolic rather than instrumental function fits well with the phenomenon, called by Kelly-Holmes (2014, p. 135) linguistic fetish, referring to employing language for ‘symbolic rather than utility (instrumental-communicative) purposes in the commercial…show more content…
191). This leads us to pose the question: What is the purpose of underlying the use of foreign names? Simonson (1997, p. 105) explains that “foreign influences are strong in business, because the access to different cultures is increasingly present in daily life, where customers are subject to the influence of foreign images.” As to foreign names, Campbell (2004) provides two major reasons for adopting foreign names: need and prestige. The rest of this section will survey studies in various contexts about shop names, focusing on foreign
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