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…

Discusses commercial bilingualism in Quebec. Deals with Canada's two official languages and classifies their contact with each other in the world of corporate or brand identity. Discusses what these languages must accomplish in the business world and the new perceptions resulting from their contact. Submits a theory of contact between three…