Linguistic Landscape on Local Product’s Labels to Attract the Tourist : Mae Hong Son Province
Keywords:
Linguistic landscape, Language Strategies, Local Product’s Labels in Mae Hong Son provinceAbstract
This research studies the language landscape of local product labels in Mae Hong Son Province. The objectives were to 1) study language usage on local food and beverage product labels in Mae Hong Son Province, and 2) study the composition of images and colors that attract Thai and foreign customers. The purposive selection method was used to collect labels of local food and beverage products, a total of 90 labels from 25 shopping centers and souvenir shops. Then, the labels were distinguished, the remaining 50 for analyzing language usage and the composition of images and colors. The product labels were divided into two categories according to the criteria for registering OTOP products of Mae Hong Son Province: 1-2-star local product labels and 3-5-star local product labels. The tools consisted of label-recorded forms and language usage information forms evaluated and considered by three experts. The finding showed that 1-2-star and 3-5-star local product labels were monolingual (Thai or English language), bilingual (Thai and English languages), and multiple labels (Thai, English, and Chinese languages). The analysis of the composition of the images revealed that both label categories applied real photos and graphical images, which demonstrate the product identity. On the other hand, the color choices on 1-2-star local product labels employed harmonious, opposite, and monochromatic colors differently from 3-5-star local product labels that employed only harmonious colors.
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