Language Use and Visual Grammar in Beauty Salon Signage: A Linguistic Landscape Study in Padang

Aulya, Shofiya Rizki (2026) Language Use and Visual Grammar in Beauty Salon Signage: A Linguistic Landscape Study in Padang. S1 thesis, Universitas Andalas.

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Abstract

This research analyzes the use of language within the linguistic landscape on beauty salon signage in Padang, specifically in the subdistricts of South Padang, West Padang, North Padang, and Nanggalo. The objectives of this study are to identify the language classifications and linguistic patterns found on beauty salon signs in Padang City, analyze the meanings constructed through visual elements, and determine the functions of language use on these signage. The data were analyzed using the signage classification based on the number of languages by Cenoz and Gorter (2006), the Visual Grammar theory by Kress and van Leeuwen (2006), and Halliday’s (2003) theory of language function. A descriptive qualitative method was used, involving observation, documentation, and interview to strengthen the interpretation of meaning. The primary data for this study consisted of 13 signs from 11 beauty salons, focusing on the signage as the main objects of study. The results showed that language use on beauty salon signs in Padang was dominated by bilingual signage with a total of 9 signs, while 4 signs were classified as monolingual signage. In terms of visual grammar, a total of 11 signs fall under conceptual representation, while 2 signs fall under narrative representation. In the interactive aspect, all signage falls into the “offer”. Furthermore, in terms of language functions, the most dominant functions found were the representational functions followed by instrumental and other functions. These results indicate that the use of language and visual elements serves not only to convey information but also to build business identity within the context of the linguistic landscape.

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