Interdisciplinary investigation of naming practices of cafes signages in Jordan
Various studies have extensively examined the linguistic aspects of signage, especially in the context of store signs. However, scholarly research on Jordanian café culture is limited. Therefore, conducting a comprehensive study of Jordan's café scene is relevant and promising in providin...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2023
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| Online Access: | http://journalarticle.ukm.my/22957/1/Gema_23_4_1.pdf http://journalarticle.ukm.my/22957/ https://ejournal.ukm.my/gema/issue/view/1621 |
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| Institution: | Universiti Kebangsaan Malaysia |
| Language: | English |
| Summary: | Various studies have extensively examined the linguistic aspects of signage, especially in the
context of store signs. However, scholarly research on Jordanian café culture is limited.
Therefore, conducting a comprehensive study of Jordan's café scene is relevant and promising
in providing valuable sociocultural insights. This research explores the sociocultural values,
norms, and practices associated with café signs in Jordan. Three hundred forty café signs from
various neighbourhoods in Amman provided the linguistic data for this research. The findings
revealed that English predominates in café signage due to its liveliness, strong connection to
globalisation, and favourable client perceptions. The data also showed that trendy café names
and English cultural references enhance visibility. These establishments use alliteration,
blending, compounding, and connotation techniques to attract customers. This study highlights
the significance of English-language signage in Jordan and its implications for linguistic
landscape research. Thus, the research proves beneficial for linguistic landscape researchers
seeking insights into sociocultural values, norms, and practices in Jordanian society. |
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