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A crossover: Language and Culture

A crossover: Language and Culture. Language / Culture relationship. Claire Kramsh: Language express culture Language embody culture Sapir-Whorf hypothesis: Language determine culture Cultural pie analogy: Human experience as the substance Culture as the shape Language as the knife.

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A crossover: Language and Culture

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  1. A crossover:Language and Culture

  2. Language / Culture relationship • Claire Kramsh: • Language express culture • Language embody culture • Sapir-Whorf hypothesis: • Language determine culture • Cultural pie analogy: • Human experience as the substance • Culture as the shape • Language as the knife

  3. My concept Language Experience Culture

  4. Case analysis • McDonald’s and Starbucks in Hong Kong • Aspects for comparison • Linguistically created experiences • Official names • Printed materials • Language policy • Experience influenced language • Popular names

  5. McDonald's in Hong Kong • Established in 1975 • The first McDonald's restaurant was located at Paterson Street, Causeway Bay. • Over 200 McDonald's restaurants in Hong Kong today.

  6. Starbucks in Hong Kong • Established in 2000 • The first Starbucks coffee house was located at Exchange Square in Central. • Number of Starbucks coffee houses by year: • 2000 ~ 9 • 2001 ~ 24 • 2002 ~ 35

  7. Official name of McDonald’s

  8. Official name of Starbucks

  9. Printed material of McDonald’s

  10. Printed material of Starbucks

  11. Language Policy • McDonald’s • Cantonese is used for taking order for local customers. • Starbucks • English (Italian) is used for taking order for whatever kinds of customers.

  12. Popular names • McDonald’s • 麥當勞 (muck dong lou) • M記 (em gei) • 麥記 (muck gei) • 老麥 (lou muck) • Starbucks • Starbucks

  13. Conclusion Language Experience Culture

  14. Bibliography • The relationship of language and culture. In Claire Kramsch, 1998. Language and culture • Dialects and registers for language use. In Fern Johnson, 2000. Speaking culturally • http://www.starbucks.com.hk/zh-hk/ • http://www.mcdonalds.com.hk/chinese/index.htm

  15. The End Questions??

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