Linguistic Landscape of Street Food Banners in Padang

Chris, Febrianda (2025) Linguistic Landscape of Street Food Banners in Padang. S1 thesis, University of Andalas.

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Abstract

This research investigates the use of language in the linguistic landscape of street food banners in Padang city. The objectives are to identify the functions of language, the meanings conveyed, and the types of signs used in these banners. The research employs Halliday’s (2003) theory of language functions, Leech’s (1981) theory of meaning, and Peirce’s (1903) semiotic theory. Using a descriptive qualitative methods, data collected through observation and documentation of 20 street food banners from two popular areas in Padang: around Haji Agus Salim Stadium and BRI University Education Center in Pauh sub-district. The results of this study show that there are four types of functions that are mostly found in street food banners in Padang, namely representation function, interactional function, regulatory function, and instrumental function. The use of these functions aims to attract customers attention by showing an interest function of language in padang. In addition, the researcher found three types of language meanings that are dominantly found in street food banners in Padang, namely conceptual meaning, connotative meaning and social. These language meanings contains in banners represent the purpose of the street food business which is to attract customers interest in the product but also increase sales of products sold. Furthermore, the researcher also found three types of signs, namely symbols, icons, and index in the banners, with the symbol and icon sign being the most widely used in the banners. These three signs are designed to increase sales of street food products and to attract customers' attention.

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