Beauty and Identity: A Comparative Study of Linguistic Landscape of Beauty Salon in Indonesia and India

DOI

10.2991/978-2-38476-140-1_11How to use a DOI?

Keywords

Beauty; Identity; Context; Linguistic Landscape; Sociolinguistics

Abstract

The advancement of beauty industry has surprisingly caught our eyes due to its massive and rapid transformation. The beauty industry includes a varied range of personal products, beauty appliances, services, and other related function. People develop and make various manoeuver to reach and maintain beauty and thus it becomes easier to find beauty salon around us as they can help people achieve their ideal beauty. Those salons need to advertise their service to attract customer as many as possible. They will place several billboards in public place to attract potential customers. Those billboards are the object of linguistic landscape study as the documentation of the description and analysis of the language situation in a certain location or area has become the major focus of linguistic study. It is highlighted that linguistic landscape investigated language in its written form in the public sphere, particularly in the sense related to commercial signage and place name. In addition, beauty consumption serves two opposing functions in identity construction: social membership and distinction. How people identify themselves as the member of society and as an individual is an intriguing question. This study aims at finding out the similarities and differences among Indonesia and India beauty salon in terms of their identity as they are reflected in the linguistic landscape of their billboard advertisement. This study describes how social context constitute identity in two different areas.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Chusni Hadiati
AU  - Ely Triasih Rahayu
AU  - Lakshmi Priya
PY  - 2023
DA  - 2023/11/07
TI  - Beauty and Identity: A Comparative Study of Linguistic Landscape of Beauty Salon in Indonesia and India
BT  - Proceedings of the 5th International Conference on Language, Linguistics, and Literature (COLALITE 2023)
PB  - Atlantis Press
SP  - 98
EP  - 105
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-140-1_11
DO  - 10.2991/978-2-38476-140-1_11
ID  - Hadiati2023
ER  -