Lanskap Linguistik Dalam Wacana Iklan Pada Ruang Publik di Kota Padang

Abstract

This article discusses the linguistic landscape in advertising discourse in public spaces in Padang City. Therefore, the purpose of this study is to explain: (1) linguistic landscape patterns, (2) linguistic landscape forms, (3) linguistic landscape functions in advertising discourse in public spaces in Padang City. This type of research is qualitative research, using descriptive methods. The data for this study are printed advertisement photos, billboards, banners, billboards, posters in public spaces along the main roads in Padang City. The research instrument is the researcher himself, while the method used in data collection is the observation and documentation method with the technique of recording advertisement photos along the main roads in public spaces in Padang City. The data analysis technique is through 3 stages, namely data classification, and data interpretation, data conclusion. Based on the results of the data analysis, the following research findings were obtained. First, three linguistic landscape patterns were found in advertising discourse in public spaces in Padang City, namely monolingual patterns, bilingual patterns, and multilingual patterns. The dominant linguistic landscape pattern found was the bilingual pattern, which was 91 findings. Second, two forms of linguistic landscapes were found in advertising discourse in public spaces in Padang City, namely top-down and bottom-up forms. The dominant form of linguistic landscape found was the bottom-up form, with 113 findings. Third, five functions of linguistic landscapes were found in advertising discourse in public spaces in Padang City, namely informative function, symbolic function, educational function, social function, and economic function. The dominant function of linguistic landscape found was the informative function, with 56 findings.