Bilingual Advertising in Melbourne Chinatown

Authors

  • Sherry Yong Chen The University of Hong Kong, Hong Kong

DOI:

https://doi.org/10.32674/jis.v4i4.457

Keywords:

Billingual Advertising, Chinatown, Linguistic Landscape, Intercultural communication, Globalization, immigrant

Abstract

This paper explores the function of bilingual advertising by analyzing a case study of bilingual advertising in the Chinatown of Melbourne, Australia. The use of bilingual advertising in an immigrant setting differentiates itself from those in Asian settings where English is not used by dominant proportion of speakers in the society, and this phenomenon has its significance from a sociolinguistic perspective. In this paper, I will adopt the concept of “linguistic landscape” to discuss in detail the general functions of bilingual advertising. By integrating the theories into my case study, I aim to demonstrate how the Chinese and English versions of bilingual advertisements in Melbourne’s Chinatown differ in literal meaning, and to explain why they are designed this way.

Author Biography

Sherry Yong Chen, The University of Hong Kong, Hong Kong

Sherry Yong Chen is a second year undergraduate student and Research Assistant at Department of Linguistics, the University of Hong Kong. She was an exchange student at the University of Melbourne during July 2013 and December 2013. Her research interests include language contact, language assessment, language and identity, and computer-mediated communication in Mainland China. 

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Published

2014-10-01

How to Cite

Chen, S. Y. (2014). Bilingual Advertising in Melbourne Chinatown. Journal of International Students, 4(4), 389–396. https://doi.org/10.32674/jis.v4i4.457

Issue

Section

Study Abroad Reflections