This paper examines the prominence of written English on shop signs in Japan. Based on data from a larger empirical study into multilingual signs in Tokyo, the most common ways of using English and the roman alphabet on Japanese shops signs are identified. It is argued that the ambivalent nature of English loan words plays a key role in the ever…

Examines societies in which varieties and degrees of literacy are possible or ordinary, such as Japan and Korea. Finds that these societies have separate but functionally interrelated writing systems, used for communicatively disparate purposes, differential mastery of which, consequently, has social and economic repercussions. Finds that…