التّخطيط اللّغويّ ولغة الإعلان التّجاريّ: دراسة تحليليّة لنماذج من لافتات المحالّ التّجاريّة في مدينة (إربد) الأردنيّة

Abstract

This study examines the use of language in commercial shop signs in Irbid, Jordan, in light of the relationship between language policy, as represented by the Jordanian Arabic Language Protection Law, and actual linguistic practices in the local commercial linguistic landscape. More particularly, the study analyses patterns of language use in shop signs, assesses compliance with official linguistic regulations, and investigates the motivations behind language choices and their relationship to perceptions of linguistic identity among shop owners and consumers. To do so, the study adopts a descriptive-analytical approach, using a questionnaire as the main data collection tool and administering it to a sample of 120 participants, including shop owners and consumers in Irbid. The data were then analysed using SPSS, employing frequencies, percentages, and appropriate statistical tests to examine the relationships between variables. The findings indicate that language use in commercial signage is characterised by multilingualism and linguistic mixing between Arabic, English, and colloquial varieties, with varying levels of compliance with language regulations. These patterns are associated with marketing and social factors that influence language choice and perceptions of linguistic identity.