Yanti Zulita, Kismullah Abdul Muthalib


This study is aimed at discovering the connotation and denotation that can be interpreted in shop signs found in Banda Aceh. Additionally, it also sought for the visuality, spatiality, and gestures that can be interpreted in shop sign found in Banda Aceh. This study used the qualitative approach in carrying out the research process which is the critical discourse analysis. The subject of this study was the shop signs that can be found in Banda Aceh while the object of this study is all the texts, pictures, and symbols in the signs. The data collection was done by taking pictures of the shop signs. The data analysis was carried out by using coding analysis and a three-step analysis. The results show that the denotation found in the shop signs are mostly the shop name, pictures, and philosophical symbols. Concerning to connotation, most meanings carried out in the shop signs are culturally interpreted. Moreover, concerning the visuality, the color used depends on the shop types whether it is black and white to highlight classiness and youthfulness, colorful colors for baby shops, and appetizing colors for the desert shop. In regards to the spatiality, most of the important information is placed on the left and the center part of the board sign. This is in order to ease information recognition. Last, the gestures are rarely used in the shop sign. It was only found in a coffee shop which is the steaming coffee cup, flying balloon in baby shops.


critical discourse analysis; denotation; connotation; visuality; spatiality

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