Study On Linguistic Landscape Of Nanchang Historic District

Nanchang Tengwangge antique street and Shengjinta antique street adjacent to tengwangge and Shengjinta historical sites,with a strong historical and cultural heritage,but also the commercial atmosphere of ordinary blocks,to a certain extent reflects the traditional culture,regional culture and pop culture.This paper analyzes the present situation of linguistic landscape in Tengwangge Street antique and Shengjinta antique Street in Nanchang,excavates the historical and cultural connotation of linguistic landscape in Nanchang historic blocks,probes into the relationship between linguistic landscape and economy and culture,and puts forward improvement strategies for language problems existing in linguistic landscape.Based on the SPEAKING model,this paper analyzes the situation of language use in Tengwangge antique street and Shengjinta antique street from two aspects of private and official linguistic landscapes,it finds that Both the private and official linguistic landscapes are dominated by Chinese.Among them,the font types of shop signs in private linguistic landscape are rich,the structure types of shop names are diverse,and the number of common names with historical significance is large.The content of Peripheral linguistic landscape covers a wide range,and mixed fonts are the most commonly used.There are four types of codes in the official linguistic landscape,with few font types.The signs are mainly situated and decontextualized.There are four types of bilingual/multilingual sign translation: duplication,fragmentation,overlapping and complementary.The linguistic landscape of Tengwangge antique street and Shengjinta antique street contains rich cultural connotations.Traditional culture is mainly reflected in the penetration of traditional Confucianism,Buddhism and Taoism in the linguistic landscape,the inheritance of traditional signboard naming culture and form,and the use of titles and images of ancient poetry.The regional culture highlights Jingdezhen ceramic culture and Nanchang food culture,shows the noble and elegant characteristics of Jingdezhen ceramics from the form and content of linguistic landscape,analyzes Nanchang food culture from the name of the shop,the delicacy,the pursuit of traditional,plain characteristics;Popular culture is mainly reflected in the use of foreign generic and generic names as well as modern movies and TV dramas and fashion factors on signs.The presentation of linguistic landscape is influenced by many aspects.We find that tengwangge antique street and Shengjinta antique street are mainly influenced by the principles of presentaton of self,good-reasongs,collective identity and power relations.Linguistic landscape has the most basic informative function and symbolic function.The information function of language signs in Tengwangge antique street and Shengjinta antique Street is mainly reflected in the indication function,interaction function,behavioral regulation function and cognitive function,some signs have a variety of information function;The symbolic function means that the linguistic landscape can reflect the power of language and the social identity and status of consumers.In addition,the linguistic landscape of historical districts also has economic,aesthetic and cultural functions.Through linguistic landscape,shops attract more consumers and produce economic effects.The aesthetic function is mainly embodied in the material,color and appearance of linguistic landscape.Cultural function is realized by displaying history and culture and embodiments custom and culture.There are some problems in the language landscape of Tengwangge antique street and Shengjinta antique street,such as non-standard use of characters,excessive commercialization of language landscape and weak service function of language landscape.We propose to strengthen management and supervision to improve the standardization of linguistic landscape;To strengthen the contextualization of the linguistic landscape;Rational analysis of audience needs,optimize the service function of linguistic landscape and other specific improvement strategies.