Linguistic Landscape of Mobile Phone Advertisements in Padang

Alwafi, Muhammad Faiz (2024) Linguistic Landscape of Mobile Phone Advertisements in Padang. S1 thesis, Universitas Andalas.

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Abstract

This research investigates the use of language in the linguistic landscape as found in mobile phone advertisements in Padang. This research aims to identify the function of language found in mobile phone advertisements in Padang and to reveal the meaning of language used in those advertisements. The researcher applied the language function theory provided by Halliday (2003) and the language meaning theory by Leech (1981). The methods used are descriptive qualitative methods, namely observation and documentation methods. The primary data of this research are 20 mobile phone advertisements in English or combination of English and Indonesian in the form of billboards, banners, flyers, and brochures. The result of this research indicates three dominant types of language functions found in mobile phone advertisements in Padang, namely representational function (20 data), interactional function (18 data), and instrumental function (3 data). The use of the representational function is aimed at providing information about the product, such as the product’s name and detailed information on the product’s specifications. The interactional function is shown in using slogans to attract customers. The instrumental function is presented using command or direction to get the product. Moreover, the researcher found only one type of meaning in the mobile phone advertisements, namely connotative meaning. Connotative meaning can be found in the slogan because it uses figurative language, such as hyperbole, to describe the product and gain customers’ attention.

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