A Linguistic Landscape study of advertising signs on Shopping Mall and Traditional Market in Surabaya

Nowadays, it is harder for us to walk around to the public spots without seeing linguistic forms. When we walk through the city, we can see linguistic contents in many places. Huge billboards, shop signs, or those that found from advertising signs are containing the linguistic data. Advertising signs are visual graphics created to display information to the viewer. It can be written in banners, billboards, murals, signs, or electronic display. Advertising can bridge the gap and reveal information about the image of the brand The languages used as advertising signs are clearly different each other. Some depend on the location where they are placed and some are not. This study analyzes the used of languages as advertising signs on shopping mall and traditional market, it is a quail-quantitative research. Qualitative is needed because the data of the present study are from the observation and Quantitative approach is needed to count percentage from the data found in each areas. To make the data more complete, the researcher has interviewed some shop owners on both areas. The aim of this study are to know about the shop’s owners reason about choosing the kinds of languages as advertising signs on shopping mall and traditional market. The researcher has found 81 photos of advertising signs in both areas by observation. English and Indonesian language become the most languages appeared as advertising signs in each areas. English becomes the most language used in Shopping mall while Indonesian language becomes the most language used as advertising signs in traditional market in Surabaya.