An Interpretation of Code-mixing in Chinese Business Logos

摘要

Chinese-English code-mixing with distinct linguistic features has become prevailing in domestic trademarks in recent three or four decades. The reasons behind this prevalence were left untouched in previous studies. In this paper, Giddens 'moder?nity theory is used as the theoretical framework to account for the major reason behind the prevalence of Chinese-English code-mixing:English code in Chinese business logos plays a positive role as a reflection of China 's modernization and her participation in economic globalization.