Introduction
The Lower East Side is a widely known historical part of Manhattan. Starting in the late 1800’s the Lower East Side started to introduce the immigration of multi-diversified groups of people (lespi-nyc). With this movement of people came the significance of cultures and languages that influenced dominant English signage for tourists and the locals. Most signs that are of different languages, are usually translated in English, due to the diversity. I chose this area of Manhattan because I am very familiar with it. I believe that this landmark has one of the most important historical values in New York City, containing a mixture of vibrant attractions, businesses, and cultures all in one borough. Which makes it a hub for a linguistics analysis. This linguistic landscape analysis will focus on the bilingual and occasional multilingual aspects of signage in the LES, along with the significance of color/text choice in signs.
Figure 1. Map of Lower East Side (thesuffolk.com)
Bilingual Implementation
The Lower East Side has 5 main parts, China Town, Little Italy, East Village, and Bowery. This analysis will mainly focus on China Town, Little Italy and Bowery. A common theme that is developed within these different neighborhoods, is bilingual sign usage in businesses. These neighborhoods all show signs of English Dominance through the use of their signs. For example, in China Town a lot of restaurants will have their name in their origin language, along with a translated version in English. Businesses like Tak Yick Food (Figure 2), Century Pharmacy (Figure 3), Great N.Y.Noodletown (Figure 4), Fried Dumpling (Figure 5), and The Original China Town Ice Cream Factory (Figure 6) display bilingual aspects in the community through their store front signs.
Tak Yick Food, Figure 2.
Century Pharmacy is local to many different language speakers. In this specific neighborhood, there are many Latinx, Asian, and English originated cultures. Hence why this business choice to be multilingual, and utilize 3 different languages on their store front.
Century Pharmacy, Figure 3.
Great N.Y.Noodletown, Figure 4.
The Original Chinatown Ice Cream Factory, Figure 5.
Dominance of English in bilingual signs
Figures 1-5 all use English and one other language throughout their signs, with the exception of Century Pharmacy (Figure 3) utilizing a multilingual sign for a specific neighborhood demographic. English dominant signs in places like China Town and Little Italy have to do with the demographic of the people indulging the area. China Town and Little Italy have a lot of English speaking residents, and tourists that visit and speak English. Due to that demographics and primary language of English being spoken, businesses will typically but not always, include a translation of their store name etc to cater to those English speaking residents/visitors.
Jose Luis is an Italian restaurant in Little Italy, and they use only English for their lunch special sign. This is catered toward tourists walking by, as English is usually used when serving diverse customers.
Fried Dumpling, Figure 7.
Ristoraunte Italiano, Figure 8.
Wine & Liquor, Figure 9.
Mott St sign, Figure 10.
Color and text
Throughout these neighborhoods, a lot of important decisions regarding coloring, font, and text are made when creating these signs. They typically go unnoticed. The color and font/word choice of signs are both factors of appeal, visibility, and cultural significance. For example, Chinese culture utilizes the color red as a way to spread joy, luck, and happiness (pinotspalette) This cultural significance when implemented into signage, can create an appeal to different audiences. Great N.Y.Noodletown (Figure 4) uses the color red in their signs as a way to culturally appropriate their business. This technique can appeal to tourists that want the “authentic” Chinese cuisine experience through the use of coloring and culture. Places like Tak Yick Food (Figure 2), The Original Chinatown Ice Cream Factory (Figure 5), Fried Dumpling (Figure 7), and Wine & Liquor (Figure 9) utilize these traditional Chinese colors to appeal/cater to locals and tourist. Businesses will also use key words like “original” to propose authenticity and exclusively. The Original Chinatown Ice Cream Factory (Figure 5) does this tactic perfectly, making themselves seen as if they are the one and only Chinese Ice Cream Factory.
Conclusion
After analyzing signs in the Lower East side, I was able to come to a conclusion on how much demographics and cultures of an area can influence the linguistic techniques they use. Business will use different tactics to appeal to a number of audiences, whether it’s through text and formatting, color, and or key words. Their reputation is partially built on representation and cultural appropriation. When people go to Little Italy they expect good Italian food, and for China Town good authentic Chinese food. All in all, these visual signs house the history of these neighborhoods and its influences on the area and its linguistics.
Works Cited
Palette, P. (n.d.). Red and Gold: The Symbolism of Colors in Chinese New Year – Pinot’s Palette. Pinot’s Palette. https://www.pinotspalette.com/naperville/blog/wine-entertaining/pinotspalettenaperville-red-and-gold-the-symbolism-of-colors-in-chinese-new-year
LESPI-NYC. (2023, February 3). Timeline of the Lower East Side – LESPI-NYC. https://lespi-nyc.org/a-thin-green-line/
(2023, May 9). Lower East side living – neighborhood in NYC | The Suffolk.https://thesuffolk.com/lower-east-side/