Linguistic Landscape Assignment

By Lloyd K Jose
English Language in US Culture ENGL 230-01
26 June 2023

Introduction
In American English, linguistic research is crucial, especially for the marketing of travel
and related services. American English acts as a common language for communication across
borders, affecting how visitors engage with tourist attractions all over the world. We can learn
more about the regional differences and cultural nuances that exist within this large linguistic
landscape by exploring the linguistic nuances of American English in a particular locale. When
creating tourism commercials, this knowledge becomes more important because it enables
marketers to communicate effectively with a variety of consumers while keeping a genuine
relationship.
Virginia Beach is a perfect spot for elementary research into the language of tourism. There
is a plethora of intriguing marketing slogans and striking posters all throughout this coastal resort
to be found as one dug more into the lively and dynamic linguistic landscape of it. These literary
jewels not only aroused my curiosity, but they also deepened my admiration for the skill of creating
enticing messages that draw in and hold visitors’ attention. The carefully chosen words and alluring
images used in the advertisements at different locations around Virginia Beach served as
entranceways to its special attractions, luring visitors to immerse themselves in the sun-drenched
beaches, thrilling water sports, vibrant boardwalk, and diverse cultural experiences.
Background
The linguistic data was gathered between June 22 and June 23, 2023, with an emphasis on
learning more about various marketing slogans and posters seen throughout Virginia Beach city.
Maximum effort to collect and organize the data was done, but the camera gave an occasional
motion blur while capturing pictures far away. The data was thoroughly tallied and organized on
the evening of June 24 in order to get it ready for analysis. The goal of the procedure was to
maintain the accuracy and dependability of the information gained; hence, a clear and formal
approach was used throughout.

Data
(See next page)
Data
TN Token Type Location Audience Principal Animator Person Qualify/ Intertextuality Additional
Priority note*
1 Take Me to the Casual 968 Tourists Tidewater Tidewater Ambigous/ Audience Take Me Symbolic
Beach Welcome Jefferson Veterans Veterans Symbolic* to the ____ meaning to
Sign Ave, Memorial Memorial (River, crave of a
Virginia Park Park King,
person to
Beach Countryside)
travel. So, it
can be first,
second, or
third person
2 Get Your Advertisement 705 Tourists Chix: Seaside Chix: Second Principal Unidentified
Summer Crush board Atlantic and Grille and Seaside Person/
on Stevie Ave, locals Bar Grille and Audience
Archer Band Virginia Bar
Beach
3 It's a Great Day Advertisement 424 Tourists VSA Resorts Ocean Key Impersonal Principal Traditional
at VSA board Atlantic Resort advertisement
Ave, phrase
Virginia
Beach
4 Nothing Over Advertisement 1320 Tourists Shop owners $5.99 or Less Impersonal Animator Traditional
$5.99 poster Atlantic (temporary) street shop advertisement
Ave, phrase
Virginia
Beach
5 Free Guide, Guide/ 1500 Tourists City of City of Impersonal Audience Unidentified/
Coupons, and Instruction Atlantic Virginia Virginia Common
Map poster Ave, Beach Beach
Virginia
Beach
6 Truly Local Advertisement 2417 Tourists Dough Boy’s Dough Boy’s Impersonal Principal Unidentified/
Award board Atlantic Pizza Pizza Common
Winning Pizza Ave,
Virginia
Beach
7 Superb Value Advertisement 2705 Tourists EconoLodge EconoLodge Impersonal Principal Unidentified/
and Hospitality board Atlantic Common
Ave,
Virginia
Beach
8 Deliciously Advertisement 2800 Tourists Shoreline Shoreline Impersonal Principal Unidentified/
Casual board Atlantic and Grill Grill Common
Ave, locals
Virginia
Beach
9 Moved to 328 Guide/ 3907 Tourists Pacifica Pacifica Impersonal/ Audience Unidentified It wants to
Laskin Instruction Pacific and Restaurant Restaurant Ambiguous* indirectly say
board Ave, locals management that the first
Virginia
person has
Beach
changed
address and
that
second/third
person must
be aware of it
10 Use Freebee to Guide/ 716 21st Tourists Freebee Ambassadors Third Principal Use The Animator
the Beach Instruction St, Transit Inn and person/ Frisbee is not directly
board Virginia Service Suites Principal* to the linked to the
Beach Beach
Principal.
Meanwhile, it
describes to
use
Principal's
service. It can
be only third
person here
11 Great Advertisement 233 15th Locals Building Sunsations Impersonal Audience Unidentified
Opportunity poster St, owner Shop
 for Oceanfront Virginia
Restaurant/Bar Beach
12 You Belong Casual 1698 Tourists Visit Virginia ViBe Creative Second Audience Used by
Here Arctic and Beach District Person William and
Welcome Sign Ave, locals agency /Audience Mary (many
Virginia universities)
Beach
13 Live! On Guide/ 200 19th Tourists City of City of Impersonal Audience Catchphrase
Atlantic Instruction St, and Virginia Virginia in
poster Virginia locals Beach Beach radiostations/
Beach TV
channels
14 You Made It. Advertisement 300 21st Tourists The Bunker The Bunker Second Audience Traditional
You Deserve a board St, bar bar Person/ appreciation
Beer Virginia Audience phrase
Beach
15 Summer Advertisement 1608 Tourists Half-Moon Half-Moon Impersonal Principal Unidentified
Festival Gear is board Pacific and Music Music
Here Ave, locals
Virginia
Beach
TN : Token number
Qualify/Priority - who is complimented in the token
Patterns and Outliers
Visual appeal vs Distance
In the data collected, there was an interesting pattern associated with the visual appeal of
the phrases. As the data location gets far from the tourist attraction, it would have a more colorful
background and visual appeal. This correlation was found to be associated with the cleanliness of
the data sources.
Public Review vs Compliment Target
Data collected from cheap or less busy restaurants and inns used advertisement phrases
that are self-complimentary. For example, the EconoLodge hotel used Superb Value and
Hospitality as their advertisement line. This is also clear in the case of Shoreline Grill and Dough
Boy’s Pizza. However, the inverse is true if the location is closer to the major tourist spot with a
busier customer environment. For example, Chix and The Bunker bar used phrases that
compliment the audience. One can verify this relationship using Google Reviews. The places with
less favorable reviews used self-complimentary phrases while the popular one focused on the
audience or none. For example, the Pacifica Restaurant did not have any such phrases except
information on its location change. One outlier in this observation is Ambasadors Inn and Suites,
which used an instruction on their advertisement board while it has a very negative review online.
Venue vs Tone/Intertextuality
While analyzing the intertextuality of the data, two of them showed direct connection to
some phrases with either a word or a spelling difference. Meanwhile, five others used traditional
catchphrases used in media like newspaper and radio. One of the two data that showed direct
connections to other phrases was more symbolic or poetic. It was from Tidewater Veterans
Memorial Park. It can be assumed that the tone of the data becomes respectful and more symbolic,
as the location is a museum, memorial or park that pays respect to something or someone.
However, more samples are needed to check this before verifying it.

Possibilities for Further Research

There is a possibility to study if there is a correlation between distance between similar types
of data venues and the phrases used in advertisement boards. If both share similar reviews in
Google, there is a chance of competitiveness in attracting customers if they are closer. One can
hypothesize that if that’s the case, then the phrase they use might be self-complimentary or not,
etc. More samples are required to do it and it is beyond the scope of this assignment.
As mentioned before, one can focus on museums, monuments, memorials, and similar venues
to check whether symbolic phrases can be found as a welcome sign or random advertisement. The
measure of respectful tone can be assessed by this as well. A special study on outliers can be
performed to find why such data lies there and check the hidden factors for that to happen. For
example, in the example of Ambassador Inn and Suites, one could study why it is not focusing on
advertisements despite very low review and rate.
Images of Tokens

Token 1 Token 3

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Token 8

Token 6
Token 9 Token 12 and 13

Token 14

Token 10

Token 15

Token 11