Use of Language in Advertisement: A Linguistic Landscape Perspective
Date
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Department of English Education
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.