Abstract:This article considers the unique features of what we call Old School storefront signs in Brooklyn, NY. These signs, which were often hand-painted and notably text-rich with large-size fonts, signaled an openness to all in a highly diverse, multi-cultural urban area. At the same time, very laconic, ambiguous and ironic gentrifying (or what we call New School) signage is replacing these Old School storefront signs at a rapid pace. Using sociolinguistic, semiotic and aesthetic analysis, we show how Old S… Show more
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