A COMPARATIVE STUDY OF RESTAURANT NAMING IN MUANG CHIANG MAI AND FUZHOU CHINA

Abstract

          The objectives of this research article were to study and compare language characteristics, society, and culture in restaurant naming in Muang, Chiang Mai District and Fuzhou City, China by applying stylistic approach. The results revealed that the language for restaurant naming in Muang, Chiang Mai District is less complicated than the name in Fuzhou City, China in terms of linguistic structures, semantic elements, and linguistic strategies. Firstly, the linguistic structures consisted of words, phrases and sentences, and most restaurant names were realized mostly by noun phrases. Additionally, the restaurant name in Muang, Chiang Mai District realized by the noun phrases features mostly a head followed by a modifier with the maximum number of two modifiers, but most of the noun phrases in Fuzhou City, China comprised of a modifier followed by a head, which is the structure of the Chinese grammar with the maximum number of three modifiers. Secondly, the semantic elements contain both direct and indirect meanings. The direct meaning names of restaurants in Muang, Chiang Mai District were utilized mainly than the names in Fuzhou City, China. Thirdly, for the linguistic strategies, the primary strategy deployed in restaurant naming in Muang, Chiang Mai District and Fuzhou City, China is metonymy. Moreover, it was found that the restaurant naming in Muang, Chiang Mai District used less linguistic strategies than in Fuzhou City, China. In case of the aspect of society and culture, the analysis indicated that most of the restaurant naming in Muang, Chiang Mai District focused on locality while the restaurant names in Fuzhou City, China related to prosperity.