This study analyses the multilingual linguistic landscapes made up of languages, visual materials, and built environments in Seongsu-dong, where old industrial sites and new commercial places are indiscriminately juxtaposed. This study focuses particularly on (1) how languages are associated with different built environments of new commercial…

The main argument of this paper is that the Virtual Linguistic Landscape (VLL) of advertising allows the utilisation of persuasion strategies that transcend the traditional separation of named languages to produce the maximum effect on potential customers. The paper challenges the segregational view of language, which assumes that communication…

This paper introduces the term 'trans-scripting' to examine fleeting, socially unstable practices of writing a language in a non-canonical script. As a theoretical notion, trans-scripting conceives of script as a semiotic resource whose situated choice and sequential alternation can create discursive meaning. The case study is on 'Hellenized…