1 Cultural metaphors in American English and Vietnamese shop signs / Pham Ngoc Truong Linh // .- 2024 .- Vol 8 (N01) .- Tr. 10-26 .- 420

This study aims to explore the cultural, pragmatic, and social concepts encoded in shop sign language through cultural metaphors. The study contributes specific theoretical and practical insights into English and Vietnamese shop signs from the perspective of cultural cognition, thus providing a base for analyzing coding phenomena at the level of cultural conceptualization contact and intercultural pragmatics.