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 Starbucks
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 Starbucks 麥當勞 (muck dong lou) M記 (em gei)
麥記 (muck gei)
老麥 (lou muck)
Starbucks

13. Conclusion
Language
Experience
Culture

14. Bibliography
The relationship of language and culture. In Claire Kramsch, Language and culture
Dialects and registers for language use. In Fern Johnson, Speaking culturally

15. The End
Questions??