<![CDATA[Culinary advertising in public space communicates more than product, price, and location information; it also constructs social meaning through language choice and visual resources. This study examines how ideology, identity, and persuasion are constructed in the linguistic landscape of culinary advertisements in Medan. The corpus comprises 16 photographs of food and beverage advertisements displayed on standing boards, banners, billboards, and other outdoor promotional media. Using a qualitative-descriptive approach, the analysis integrates linguistic landscape studies, language ideology, and multimodal social semiotics. Five analytical stages were applied: identifying linguistic resources, classifying informational and symbolic functions, mapping ideological orientations, interpreting indexed identities, and examining persuasive strategies. Indonesian occurred in 15 of 16 signs (93.75%), English in 8 (50%), local or colloquial forms in 5 (31.25%), and Japanese resources in 3 (18.75%). The data reveal pragmatic nationalism, market cosmopolitanism, affective locality, and transnational authenticity. Persuasion is primarily realized through price and promotional salience, product imagery, familiar registers, and linguistic hybridity. These findings show that culinary advertising in Medan uses language as information, symbolic capital, an identity marker, and a persuasive resource.]]>
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