Humor Representation in Business-Scape in Padang City: A Linguistic Landscape Approach

Handayani, Mita (2025) Humor Representation in Business-Scape in Padang City: A Linguistic Landscape Approach. S2 thesis, Universitas Andalas.

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Abstract

This study aimed to investigate the representation of Indonesian humor on business signboards and banners in Padang City, along with business owners’ reasons and customers’ attitudes regarding their purchasing decisions. The research was conducted through a linguistic landscape lens by applying Humor Theory, particularly Raskin’s Semantic-Script Theory of Humor (1984), Branding Theory by Luna et al. (2018), and Kress and Leeuwen’s Visual Grammar Theory (2006). A qualitative-descriptive method was used to allow an in-depth exploration of the data. As part of a field study, the researcher collected data by walking around Padang City and photographing business signboards and banners that featured humor. Total sampling was applied, and Mahsun’s MPE framework was used to analyze both linguistic and non-linguistic data. The findings revealed that 14 signboards and 14 banners displayed humor. A total of 45 business owners and 63 consumers participated in this study. Humor was found in three types of linguistic units: words, phrases, and sentences, with sentences being the most frequent, 14 instances (63.63%) on signboards and 17 (60.71%) on banners. Humor appeared most often in black text (65%) on a white background (55.55%) on signboards, and in white text (40.91%) on a yellow background (25%) on banners. Its placement was generally at the bottom (47.62%) of signboards and at the center (32%) of banners. The primary reasons for using humor were to capture customers’ attention and evoke a sense of joy in them. Ultimately, the study might indicate that humor could effectively influence consumers’ decisions to purchase goods or services.

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