Surabaya and Symptom of Sarcasm in Food and Beverage Stalls

DOI

10.2991/klua-18.2018.26How to use a DOI?

Keywords

beverage stall, food stall, Sarcasm, Semiotic Umberto Eco, Surabaya

Abstract

Surabaya as an industrial city presents a wide range of food and beverage industries. The high number of food and beverage store owners has led business owners to present unique and creative names in their line of business. Some sarcastic names are selected and used as store names, such as: Mie Pecun, CakCuk Cafe, Depot Gang Djangkrik, etc. The use of these sarcastic names gradually received a positive response from consumers and successfully influenced the emergence of new stores that use the name sarcasm. This study uses a qualitative method. Data collection techniques were conducted using documentation techniques on 6 food shop logos and 2 beverage logos. Data analysis was done by using descriptive method in the form of reading the data, reducing data, classifying data by type, data interpretation, and drawing conclusion. The theory used in this research is Umberto Eco theory. This theory examines semiotics based on cultural units. The research results obtained from the documentation of the food and beverage logo show that the symptom of sarcasm logo as a cultural unit is inseparable from the identity of the community owned by Surabaya as a coastal and linguistic society namely basa surabayaan. Characteristic forms of sarcasm refer to body shape or physical, typical Surabaya bait, and curse referring to the animals on the logo they display. The sarcasm function in the logo or name used is an expressive form of the creativity of food and beverage owners to show the locality of Surabaya. Symptoms of sarcasm that arise have a strong attachment between the identity of the cultural unit of Surabaya society with the character of modernism development.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Muhammad Fuad Izzatulfikri
AU  - Saharani Nurlaila Buamonabot
AU  - Khadijah Aufadina
PY  - 2018/07
DA  - 2018/07
TI  - Surabaya and Symptom of Sarcasm in Food and Beverage Stalls
BT  - Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
PB  - Atlantis Press
SP  - 174
EP  - 179
SN  - 2352-5398
UR  - https://doi.org/10.2991/klua-18.2018.26
DO  - 10.2991/klua-18.2018.26
ID  - Izzatulfikri2018/07
ER  -