| Abstrakt: |
The research discussed here is a project examining English expressions used in Mandarin direct marketing materials in Taiwan. Altogether, 283 Mandarin direct marketing materials were collected from the mailbox at the researcher’s home and selected randomly from 10 different places on the street, with 2710 English expressions found in the text of the acquired materials. The top 10 English expressions were listed in order of their frequency counts. Then all the English expressions were tabulated according to their syntactic categories. After this, two chi-square tests were performed for the purpose of (1) observing the association between the selection of English syntactic categories and the sources of the materials and (2) investigating whether a certain English syntactic category was used most frequently. Statistical results indicated that the top 10 English expressions used in the sample materials were either single words or alphabetic letters, each signifying dissimilar purposes. Regarding the syntactic categories of the English expressions, nouns made up a considerably large amount. Additionally, the study revealed that there was no relationship between employment of English syntactic categories and the origins of the sample materials. Significance of using English in Taiwanese advertisements was specified accordingly. |
