Translanguaging, Humor, and Identity in the Linguistic Landscape of a Philippine Fast-Food Chain

Abstract

This study explores how translanguaging, humor, and identity are constructed through the internal signage of a popular Philippine fast-food chain, Greenwich, in Ilocos Norte. Using qualitative linguistic landscape and discourse analysis, the study examines fifty signage texts and identifies five major translanguaging patterns: lexical integration, syntactic blending, pickup-line constructions, metaphorical fusion, and multimodal pairing. These signs reveal the strategic use of Taglish (Tagalog-English hybrid language) to deliver humorous and affective messages that resonate with Filipino youth culture. Drawing from the concept of translanguaging as a unified communicative repertoire, the study shows that bilingual signage is not merely ornamental but functions to index emotional tone, familiarity, and social belonging. Humor types include puns, pop culture references, and affective exaggerations, all contributing to a playful but culturally grounded performance of identity. While these signs effectively reflect a national urban youth identity, the complete absence of Ilokano in signage located in a predominantly Ilokano-speaking region raises questions about linguistic inclusivity. The findings suggest that commercial texts serve as translanguaging spaces that shape consumer-brand rapport and reflect broader social norms, but they also selectively represent national over regional identities in pursuit of market alignment.