成都春熙路和太古里语言景观研究

Research on the Linguistic Landscape of Chunxi Road and Taigu Li in Chengdu

摘要: 本文以成都春熙路步行街与太古里的商业标牌为研究对象，通过实地调查、量化统计和比较分析，探究两相邻商区商业标牌的语码特征。研究发现，春熙路商业标牌语码以中文为主，融入较多本土文化元素，太古里商业标牌语码则以英文占优势，彰显高奢化国际化，该语言景观差异与商区的功能定位、目标消费群体密切相关。两商区的标牌还呈现出多模态的特点，均综合运用文字、数字、图案等符号，增强商业标牌的信息功能和辨识度。

Abstract: This paper takes the commercial signs in Chunxi Road Pedestrian Street and Taigu Li as the research objects. Through field investigation, quantitative statistics and comparative analysis, it explores the language code characteristics of the commercial signs in the two adjacent commercial areas. The research finds that the language code of the commercial signs in Chunxi Road is mainly in Chinese, with many local cultural elements incorporated. The language code of the commercial signs in Taigu Li is dominated by English, highlighting luxury and internationalization. The language landscape differences are closely related to the functional positioning and target consumer group of the commercial areas. The signs in both commercial areas also present a multimodal feature, comprehensively using symbols such as text, numbers, and patterns to enhance the information function and recognition degree of the commercial signs.