Fig 1.
Conceptual framework for discourses and identity on commercial signs Adapted from Fairclough (12, p.59) and Gorter (16, p.19).
Fig 2.
Analytical toolbox for analyzing competing branding discourses and identities on commercial signs.
Table 1.
Language use on names of coffee shops signs on the road to Mecca.
Fig 3.
Sample of English-Arabic glocal discourse.
Fig 4.
Sample of English-Arabic glocal discourse.
Fig 5.
Sample of English global discourse.
Fig 6.
Sample of Arabic local discourse.
Fig 7.
Sample of Arabic-English glocal discourse.
Fig 8.
Competing discourses of coffee branding.