The mode of billboard at Padang City: Linguistics landscape

Melati Theresia; Ketut Artawa; I Wayan Mulyawan; I Wayan Simpen

doi:10.21744/mami.v7n1.47

Authors

Melati Theresia
theresia.mela@gmail.com
Udayana University, Denpasar, Indonesia
Ketut Artawa Udayana University, Denpasar, Indonesia
I Wayan Mulyawan Udayana University, Denpasar, Indonesia
I Wayan Simpen Udayana University, Denpasar, Indonesia

Keywords:

Language, Linguistic Landscape, Mode, Meaning, Semantic

Abstract

This research analyzes the meaning of modes on billboards based on the linguistic landscape in Padang City, Indonesia. The analysis of signs is based on a combination of the main theories of Linguistic Landscape (LL) by Landry and Bourhis and Kress's theory of sign modes. The analysis of the meaning of billboard signs uses the theory of meaning by Leech and the theory of color by Cerrato. The primary data source is public signs found on main roads and protocol roads in the city of Padang. This research uses primary data, in the form of all billboards, found on main roads in Padang, West Sumatra. The data collection method used is non-participant observation. The data collection technique used is the documentation technique by taking photographs (or called photographic techniques). The data analysis method used is an inductive qualitative descriptive method. The results of the study found that billboards use three modes of signs, namely: text mode, image mode, and color mode. One billboard sign contains two meanings, namely: denotative meaning and connotative meaning.

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