LANSKAP LINGUISTIK PADA PAPAN IKLAN VISUAL DI KOTA BUKITTINGGI

Abstract

This study aims to describe language use patterns, linguistic landscape forms, and the functions of language use in visual advertisements in public spaces in the city of Bukittinggi. The study employs a qualitative descriptive approach supported by simple quantitative analysis in the form of percentages. The research data consisted of 54 visual advertisements collected through observation and photographic documentation. The data were analyzed based on language use patterns according to Cenoz and Gorter, linguistic landscape forms according to Ben-Rafael et al., and linguistic landscape functions according to Landry and Bourhis. The results show that the monolingual pattern dominates with 29 data points (53.70%), followed by the bilingual pattern with 24 data points (46.3%), and the multilingual pattern with 1 data point (1.85%). Based on form, the linguistic landscape is dominated by bottom-up signs originating from the private sector, while top-down signs originate from government agencies. Based on their functions, all data served an informative function, while an economic function was found in 41 data points (75.92%), a symbolic function in 13 data points (24.07%), and a cultural function in 7 data points (12.96%). These findings indicate that the use of language in visual advertisements in Bukittinggi City serves not only as a medium for conveying information but also as an economic strategy, a symbol of identity, and a representation of local culture.