Reading visual design of outdoor signs in Kuta (A case study of multimodal linguistic landscapes)

摘要

This is a case study of linguistic landscapes (LL) with multimodal approach, which aimed at analysing the visual grammar of commercial outdoor sign. LL is a study of signs in public space. These signs include all traffic signs, billboards, site names, and advertisements. Multimodal approach is a new concept of analysis that analyses signs from three aspects, and?it?is representation, interaction and composition. The data in this study is classified as a secondary data that randomly chosen from author previous research. There were three outdoor billboard signs chosen to represent all proposed LL types in Kuta Village. The results showed that representations of actors in outdoor signs are all salience. Their representations are not merely as an icon of human but also a figure, a symbol, or a voice index as replacement of callout statement. In terms of interaction processes, all actors act as the salience of demand and/or offering information, service and product with objective attitudes. For composition processes, the salience are all centred with various information value position and yet they are non-linear text framing. All text stand independently with the same ideal and real information as the producers intended to be.