Linguistic Landscape Analysis of the Advertising Signage of Senior High Schools in the Municipality of Rosario, Cavite

Abstract

INTRODUCTION

The paper examines the linguistic landscape found in Rosario, Cavite which has been the seat of many senior high schools. It has been found out that there are many advertising signage promoting Senior High Schools. The purpose of this research to describe and compare the advertising signage of Senior High Schools in the Municipality of Rosario, Cavite. It also aimed to give suggestions on how to better improve the quality of each signage in order to capture students' eyes on the visual and textual graphics provided in their advertisements.

METHODS

The method used in this study was Descriptive-Qualitative method to explain and discuss the commonalities of each advertising signage in the municipality. In a-Grounded theory perspective, open and axial coding, as well as the diagramming memo of students' perception were accomplished to categorize the responses into a saturated theme. Based on the students' perspectives, whether it is visual or textual graphic, the advertising signage should be informative, appealing, technically edited and the font size and color should always be considered. Each advertising signage was analyzed through the frameworks of Chen's multimodal model for linguistic landscape (2016) and William's Guidelines for Visual Aid (2004).

RESULTS

The findings of the study revealed that advertising signage should consider the three communication elements. These are language design, visual design, and spatial design which should be equally promoted in a linguistic landscape. It has been found out that LL should be noticeable to the public so that it would develop communication with the viewers. These were demonstrated in 1.) Descriptive analysis of each advertising signage based on its commonalities, 2.) The students' perception of the advertising signage in their preferred school and 3. An analysis of the advertising signage based on William's framework on designing textual and visual graphic (2004).

DISCUSSIONS

This study only focuses on small range context that might bring conflict on generalizability. Nevertheless, other researchers are welcomed to focus on a wider scope. The study suggests that the school should design an effective, informative and attractive advertising signage. Also, it is recommended to improve senior high schools' advertising signage so that the information would be effectively delivered. It also implies the importance of communication elements which should equally be given importance and properly placed based on the suggested guidelines.