LANGUAGE USE IN OUTLET SIGNBOARDS: A COMPARATIVE LINGUISTIC LANDSCAPE STUDY IN RAHIM YAR KHAN

Abstract

This study examines the linguistic landscape of commercial signboards across the four tehsils of Rahim Yar Khan district, focusing on the semiotic strategies used to engage customers and communicate socio-cultural values. The study begins by exploring the primary languages displayed on these signboards, shedding light on local language preferences and the socio-cultural dynamics within the district. Acknowledging the critical role of linguistic landscapes in public spaces, this research illustrates how commercial signage becomes an essential medium of interaction, merging functional communication with cultural representation. The research addresses three main questions: Which languages are predominantly used on the signboards in Rahim Yar Khan district? Which semiotic elements—such as promotions, logos, slogans, and icons—are strategically employed to entice customers to purchase goods? And what variations exist in typography, including styles, colors, and fonts, across the four tehsils of Rahim Yar Khan? In line with these questions, the study's objectives are to determine the dominant languages, examine the commercial signboards’ semiotic features, and compare typographic and stylistic differences across the district. Employing the triadic model of semiotics as its central methodology, this study conducts an in-depth analysis of signboards collected from each tehsil, capturing the layers of meaning conveyed through linguistic and visual elements. The findings reveal that language choice and semiotic features on these signboards are not only functional but serve to shape consumer perception and reinforce socio-cultural identity. English frequently signals modernity and status, while Urdu emphasizes national identity, and local dialects connect with community roots. This research concludes that the linguistic and semiotic characteristics of Rahim Yar Khan's signage significantly mirror local identity and consumer engagement, contributing to broader insights within linguistic landscape studies on how language and symbolism intersect to shape public spaces in multicultural regions. The study suggests that language choice and the semiotic elements of signboards are not pragmatic but key in constructing consumer perception and perpetuating socio-cultural identity. For instance, the pervasiveness of the use of the English language manifests modernity; the widespread use of the Urdu language depicts a sense of national cohesion and local dialects denote ties to the community. The study concludes that the linguistic and semiotic features of commercial signage in Rahim Yar Khan are profoundly connected with local identity and consumer involvement, thus making it very important research for grasping the association between language and culture in public spaces. The flowing study helps in the growing area of The linguistic landscape studies, as the insights could be applied to other multicultural regions with diverse linguistic landscapes.

Kyewords: Linguistics Landscape (LL), Semiotics, Language, Sicio- Cultural,Identity, Multicultural