Language in its written form speaks to us from numerous signs in the public space. In residential areas we may just find street signs, texts on mailboxes or nameplates, but in commercial streets there is an abundance of signs. Many of those signs are put there with economic considerations in mind (Color Figures 4.1 and 4.2). The signs may inform us about the location of a store or the kinds of products that can be bought at that location. Many are advertisements which contain a message that try to convince us to buy a certain product. According to the American Signmakers Association, a good sign for a business is plainly worth a lot of money (Claus 2002). In this contribution we are going to look at the economic side of the environmental print that makes up the linguistic landscape (LL).
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