Linguistic Landscape and Markedness Conceptualization in commercial Ads.

The paper works in the area of linguistic landscape (hence LL). It concerns with the issue of how markedness (linguistic and extra-linguistic) is manipulated in commercial ads in creating dramatic effect on the part of potential customers and hence attract attention on the product. The data of the study derive from commercial signages on the social media and direct snapshot taken around Mataram Municipal. The data gathered are then analytically processed by considering the verbal and non-verbal context surrounding the ads. In addition, speakers’ conceptual aspects are also taken consideration to support the marked and unmarked status of the terms analysed. It is found that markedness is exposed on the signages relies much on such strategy as foregrounding techniques. The foregrounding takes the form mainly of violation of the speakers expect on the term. The violations include both linguistic and socio-cultural perspective that the readers have. The foregrounding techniques are further supported by textual adjacency between the text and co-textual adjustment in the signage and the signage environment (topography). It is through the combining of such textual and environmental elements the advertisers expect to maximize the meaning of signage.