Use of Language in Advertisement: A Linguistic Landscape Perspective

Abstract

The study entitled Use of Language in Advertisement: A Linguistic Landscape Perspective was conducted to explore the use of language on LLs of advertisement in terms of nature of language, linguistic features, creativity and forms of language use. Based on the survey, quantitative research design, eighty non-governmental images of the language used in LLs were collected from Kirtipur, Balkhu, Bagbazar, Dillibazar, Jamal and Thamel areas of Kathmandu district. Among eighty LLs as population, forty LLs were selected as a sample for the study using purposive nonrandom sampling strategy. As per the objectives of the study, the checklist was used

to analyze the use of language on LLs of advertisement. The data were analyzed and

interpreted using simple statistical tools such as frequency and percentile. The study

found that there were altogether six languages used on LLs of different areas of

Kathmandu district including English, Nepali, Newari, Japanese, Chinese and Korean. The English language was given high priority. The English Language is the

most dominant in LLs of Kathmandu district. The vast majority of LL is bilingual

while a significant portion is monolingual; the presence of multilingual is relatively

rare. Transliteration is used in approximately half of the LLs in the total sample.

Translation is used in around one-third of LLs. Code-mixing is used in a significantly

low in LLs.

This thesis consists of five different chapters. The first chapter consists of a background of the study, statement of the problem, objectives of the study, research questions, significance of the study, delimitations of the study and operational definition of the key terms. Similarly, the second chapter deals with the review of theoretical as well as empirical literature and its implication for the study; moreover, it includes the conceptual framework. Likewise, the third chapter deals with the methods and procedures of the study including research design and method of the study, population, sample and sampling strategy, research tools, sources of data, data collection procedures, data analysis and interpretation procedures, and ethical considerations. In the same way, the fourth chapter contains the analysis and interpretation of the results. Finally, the fifth chapter incorporates the findings and conclusion of the study followed by some policy related, practice-related, and further research related recommendation based on the study.