Chinese-English code-mixing with distinct linguistic features has become prevailing in domestic trademarks in recent three or four decades. The reasons behind this prevalence were left untouched in previous studies. I...Chinese-English code-mixing with distinct linguistic features has become prevailing in domestic trademarks in recent three or four decades. The reasons behind this prevalence were left untouched in previous studies. In this paper, Giddens' modernity theory is used as the theoretical framework to account for the major reason behind the prevalence of Chinese-English codemixing: English code in Chinese business logos plays a positive role as a reflection of China's modernization and her participation in economic globalization.展开更多
文摘Chinese-English code-mixing with distinct linguistic features has become prevailing in domestic trademarks in recent three or four decades. The reasons behind this prevalence were left untouched in previous studies. In this paper, Giddens' modernity theory is used as the theoretical framework to account for the major reason behind the prevalence of Chinese-English codemixing: English code in Chinese business logos plays a positive role as a reflection of China's modernization and her participation in economic globalization.
