Analysis of Linguistic Strategies in Naming Restaurants and Street Food Stalls in Thailand: A Comparative Linguistic Landscape

Abstract

The linguistic landscape is a prominent issue that contributes to a better society and an understanding of human language use for communication. This research aims to analyze the linguistic strategies in naming restaurants and street food stalls, termed ergonyms, which are a subset of urbanonyms, in Nakhon Pathom province, Thailand. Employing a critical toponymy framework, the study explores how these naming strategies reflect socio-cultural values, marketing practices, and power dynamics. Data consisting of 200 restaurant and stall names were collected. The analysis identified six key linguistic strategies, including code-switching, expressions of politeness and impoliteness, and the integration of logos with textual elements. This study elucidates how linguistic creativity is utilized for marketing purposes in this specific context. The findings contribute to understanding naming preferences and offer valuable insights for businesses seeking to name their establishments effectively, particularly for stall owners and customers. By incorporating these suggestions, this research provides valuable insights into the linguistic landscape of restaurants and street food stalls in Thailand. It is suggested that naming signboards depends on target groups of people and the linguistic, socio-cultural and marketing related factors and strategies. Furthermore, the study contributes to the fields of linguistics, education, and business, offering practical knowledge for businesses operating in this niche market.