Restaurant Signage in Banthat Thong District: A Linguistic Landscape Analysis

Abstract

         This research article aims to examine the language patterns on restaurant signage and analyze the functions of restaurant signs in the Banthat Thong district in Bangkok, Thailand through a linguistic landscape approach. Data were collected from 150 restaurant signs, followed by an analysis of language patterns and functions appearing on the signage using the conceptual framework of Landry and Bourhis (1997). The findings reveal that language patterns on restaurant signage can be classified into three types: monolingual signs, bilingual signs, and multilingual signs. These language patterns reflect two primary functions of language on restaurant signage: informational function and symbolic function. The research findings demonstrate that the Banthat Thong district serves as a hub for diverse street food establishments and functions primarily as a Thai language dominant area. Additionally, the use of English, Chinese, Japanese, and Korean was found to convey internationalization, create brand image, and accommodate foreign tourists. Consequently, the Banthat Thong district represents a linguistically and culturally diverse community.