Linguistic Landscape at Businesses Nameplate in Medan

Abstract

The objectives of this study were to describe how linguistic landscape look like in a multi-ethnic city, in Medan. In addition to this, this study was also aimed at finding the underlying reason why the linguistic landscape was used as the way it was. This study used descriptive qualitative method and used the culinary business nameplates in Medan as the subject of the study. The data was the phrases used in those nameplates which were presented in Bahasa Indonesia, English, and Local language. This study revealed that most of the culinary business nameplates in Medan used Bahasa Indonesia as their business brand. It might be aimed at reaching many prospective consumers from various ethnics in Medan.