The Function of Language in Culinary Advertaising in Public Spaces in Medan City

Abstract

This study investigates the functions of language in the linguistic landscape of culinary advertisements displayed in shopping malls in Medan City, Indonesia. Culinary advertisements constitute an important component of commercial public spaces where language functions not only as a medium for delivering information but also as a resource for constructing identity, expressing values, and establishing interaction with consumers. This research aims to identify and analyze the language functions realized in culinary advertisements by employing the framework of linguistic landscape and language function theory. A qualitative descriptive approach was adopted. The data consisted of linguistic expressions collected from restaurant signs, promotional banners, menu boards, posters, digital displays, and other culinary advertisements found in several shopping malls in Medan City. Data were collected using Sudaryanto’s observation method (metode simak) with the simak libat cakap technique and documentation. The data were analyzed through classification and interpretation based on four language functions: informational, expressive, symbolic, and interactional. The findings reveal that culinary advertisements simultaneously perform these four functions. The informational function is realized through menu names, prices, discounts, product descriptions, and promotional information. The expressive function is reflected in evaluative expressions that stimulate consumers’ emotions and appetite. The symbolic function constructs cultural identity, modernity, authenticity, and brand image through language choice, code-mixing, and visual symbolism. Meanwhile, the interactional function is realized through greetings, invitations, imperative expressions, and promotional offers that encourage consumer engagement. The study concludes that culinary advertisements in shopping malls represent a dynamic commercial linguistic landscape in which language functions not only to communicate product information but also to construct meaning, identity, and social relationships. These findings contribute to the development of linguistic landscape studies by proposing an integrated analysis of informational, expressive, symbolic, and interactional language functions within commercial public spaces.