Linguistic landscape of advertising billboards in Surabaya

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Perdana, Rudi (2020) Linguistic landscape of advertising billboards in Surabaya. Undergraduate thesis, UIN Sunan Ampel Surabaya.

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Abstract

Recently, in several major cities or even in the nation's capital can be encountered plenty of signs on roadside easily. The signs are established for a particular function such as direction, marketing, announcing an event, or launching a product with a purpose to give information of the people. Interestingly, the signs are written in assorted languages, especially always involving English as an international language and other languages. It can deal with the linguistic landscape, which gives a description of certain place about language, culture, or tradition on public road signs, advertising billboards, street names, place names, business signs, and public signs on government buildings (Laundry and Bourhis, 1997, p. 25). This study analyzes language use and the function of the sign at the advertising billboard on Basuki Rachmat and H.R Muhammad street in Surabaya. The data are focused on form words, sentences, or phrases that attach from the data source advertising billboard. The researcher collected data by taking the picture on every advertising billboard that encountered along Basuki Rachmat and H.R Muhammad street. Then, he analyzes data about language use with coding. Furthermore, to get the frequency of language use the writer uses percentages amount about which language dominant or non-dominant and the function of signs on an advertising billboard, the writer explains the answer of function of signs by referring to the theory function of signs (Laundry and Bourhis, 1997). This study uses qualitative descriptive research. The qualitative is appropriated in answering research problems about language use and the frequency of language use. Then it is described with the writer's comprehension about the function of signs on an advertising billboard. The researcher has found 77 photos of the advertising billboard on both roads by observation. Monolingual English and bilingual Indonesian-English become the most dominant languages used on the advertising billboard of each road. English becomes the most dominant language use on H.R Muhammad street. Meanwhile, the bilingual Indonesian-English language becomes the most dominant language use on Basuki Rachmat street in Surabaya. Moreover, the function of signs on every advertising billboards which have a symbolic and informative side are also presented.