“El Mofongo Deli Restaurant”: Advertising Discourse, Language Ideology, and Shop Signs in the Village of Ossining, New York

Abstract

Abstract According to the US Census Bureau, the 2019 population of the Village of Ossining, New York, was 24,812. Officially, “Hispanic or Latino” residents were 44.3% of the population—a percentage that has grown steadily since at least 1980, when it was less than 9%. One way this change is reflected is through the composition of the enterprises in Ossining’s main commercial district; in particular, through each store’s faҫade sign. This billboard-like display serves to identify and advertise the store. But what is it advertising, really? Why are some of the signs monolingual and others multilingual? Can diverse nationalities stake out a place for themselves through their signs? By analysing both their language(s) and paralanguage, some conclusions can be made about their (intended) meaning, their (intended) audience, and about the shifting language ideology in the village. The faҫade signs capture the diverse ethnic make-up of this village, constructing a particular public space and revealing a dynamic linguistic landscape.