A Linguistic Study of Shop Signs in Salt, Jordan

Shop signs are seen as a reflection of the socio-cultural background of the place in which the shop is located. This paper studies the shop signs in Salt, Jordan because it is one of the most popular cities in the country and it has not yet been explored adequately. These shop sings are collected from two main streets in two different areas of Salt: Hamzih Prince Street and Al Hamam Street. A digital camera is used to capture the shop signs on these streets. In addition, the study examines the shop signs using both quantitative and qualitative measures. It focuses on the language choice, the arrangement of languages and the linguistic features of these signs, i.e. phonetic, morphological, semantic, and syntactic. In addition, it studies the pragmatic functions of these shop signs. The study concludes that Salt is a conservative and traditional county in Jordan.