“El Mofongo Deli Restaurant”: Advertising Discourse, Language Ideology, and Shop Signs in the Village of Ossining, New York

IF 0.2 4区社会学 0 HUMANITIES, MULTIDISCIPLINARY

Hispanic Research Journal-Iberian and Latin American Studies Pub Date : 2021-05-04 DOI:10.1080/14682737.2021.2030545

Lisabeth G. Dashman

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Abstract

Abstract According to the US Census Bureau, the 2019 population of the Village of Ossining, New York, was 24,812. Officially, “Hispanic or Latino” residents were 44.3% of the population—a percentage that has grown steadily since at least 1980, when it was less than 9%. One way this change is reflected is through the composition of the enterprises in Ossining’s main commercial district; in particular, through each store’s faҫade sign. This billboard-like display serves to identify and advertise the store. But what is it advertising, really? Why are some of the signs monolingual and others multilingual? Can diverse nationalities stake out a place for themselves through their signs? By analysing both their language(s) and paralanguage, some conclusions can be made about their (intended) meaning, their (intended) audience, and about the shifting language ideology in the village. The faҫade signs capture the diverse ethnic make-up of this village, constructing a particular public space and revealing a dynamic linguistic landscape.

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“El Mofongo熟食餐厅”:纽约奥西宁村的广告话语、语言意识形态和商店标志

摘要根据美国人口普查局的数据，2019年纽约奥西宁村的人口为24812人。官方数据显示，“西班牙裔或拉丁裔”居民占总人口的44.3%，这一比例至少自1980年以来一直在稳步增长，当时还不到9%。这种变化的一种反映方式是通过奥西宁主要商业区的企业组成；特别是通过每家商店的立面标志。这种类似广告牌的展示可以识别和宣传商店。但它到底是在做什么广告呢？为什么有些标志是单语的，而另一些标志是多语的？不同的民族能通过他们的标志为自己定位吗？通过分析他们的语言和副语言，可以得出一些关于他们的（意图）意义、他们的（预期）受众以及村庄中不断变化的语言意识形态的结论。立面标志捕捉了这个村庄不同的种族构成，构建了一个特定的公共空间，展现了一个动态的语言景观。

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来源期刊

Hispanic Research Journal-Iberian and Latin American Studies HUMANITIES, MULTIDISCIPLINARY-

CiteScore

0.30

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0.00%

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