South Richmond Hill, a neighborhood in Queens, New York, is known for its vibrant diversity, with a variety of languages and cultures shaping the community. Originally populated by German, Italian and Irish immigrants, the area has experienced a significant influx of South Asian populations, particularly from Guyana, India, Trinidad and Bangladesh. This demographic change has shifted the neighborhood’s linguistic landscape, as seen in the languages apparent on storefront signs, posters, community centers, etc where English often coexists with Hindi, Bengali, Urdu, Punjabi and Caribbean- Creole languages. South Richmond Hill’s linguistic landscape is characterized by a particular visual style in which old-school vernacular, vibrant color, multilingual text, and community-oriented language, work together to catch attention and reflect the community’s character.
Map of South Richmond Hill (Google Maps, Google)
Old School Vernacular
One of the common trends I noticed in my analysis was that a lot of the advertisements demonstrated old school vernacular. Old school vernacular is often defined as featuring multiple words, large fonts, bright signs and refers to what services/goods the business provides. Throughout my exploration, I found a lot of stores densely packed with information, leaving no white space on the signs. As seen in the pictures below, these shops’ advertising is designed to grab one’s attention.
Figure 1
For example, as shown in Figure 1, 101 Meat Shop fills its exterior with pictures of their menu and prominently uses primary colors such as red and green. The vibrant palette instantly makes the shop stand out especially, in comparison to a monotone design. The signage is also effective in advertising what 101 Meat Shop sells such as gyros, sandwiches and chicken over rice.
Figure 2
Next, we have Tona B Carpet Mattress Inc, which incorporates a variety of colors such as red, blue, green and black. However, I think that the type of green they chose weakens the design as I would have chosen a darker shade which would better match the rest of the colors. As it stands right now, the green looks out of place. That being said, I still think that this is another store that uses their space well. It provides important information like the phone numbers, emphasizes same day installations, and tells us they handle linoleum area rug and carpet remnants. They even provide pictures of the shades they use.
Figure 3
In Figure 3, Wireless World takes a comparatively less colorful approach but it still manages to stand out in my opinion. The white letters on the black background provide heavy contrast, effectively drawing attention. Wireless World provides essential information of what they deal in which includes selling prepaid phones, repairs and accessories. They also tell you what provider plans they accept. I feel for a phone store, this level of detail is fine. There is a balance between the old school vernacular’s focus on clarity while still preventing visual clutter.
Figure 4
In contrast, Figure 4’s signage is overwhelmed with a lot of information to the point where I am confused on what type of store this is. In fact, the very bottom letters are actually cut off on the shop’s name. It seems like a combination of a lot of different things the store specializes in so it makes sense that this store is so maximalist. They divide the information into 4 different boxes with inconsistent design, which makes it look very cluttered. While 4 boxes seem to have similar color schemes, it doesn’t look cohesive enough. As such, I feel that this shop did not achieve the desired effect although I understand that they might have a lot more information than the average advertiser.
Overall, the emphasis on vibrancy, maximalism, and the use of old-school vernacular in these signs reflects the competitive nature of small businesses. The bold typefaces, ancillary signs, and straightforward product descriptions that characterize old-school vernacular ensure that advertisements are visible from very far away, making it easier to catch the attention of potential customers even in a fast-paced environment. The dense and visually stimulating advertising style helps shops capture attention in the packed streets of South Richmond Hill, where businesses are closely situated.
Focus on Community
Richmond Hill is a community-oriented neighborhood, as reflected in the abundance of local posters advertising various events and services tailored to the area’s residents. These advertisements often focus on community-specific offerings such as live music, cultural events, and religious gatherings, fostering a sense of connection and shared identity. For example, the posters below highlight a music performance and a turban-tying competition, both emphasizing cultural engagement and unity within the community.
Figure 5
The poster for the turban-tying competition, though promoting an event in New Jersey, is specifically targeted at the Punjabi population of South Richmond Hill. Its creators likely chose this location for advertising because of the area’s strong South Asian demographic, aiming to draw in as many Punjabis as possible. This illustrates how local advertisements not only cater to cultural traditions but also reinforce the shared identity of the neighborhood’s residents.
Additionally in Figure 5, above the poster for Dastaar Pride reads an advertisement for the New York Kabbadi Cup. Kabbadi is a sport very popular in Indian culture This is sponsored by the Sikh Culture Society Sports Group, which implies that Richmond Hill’s local organizations take an active role in creating opportunities for residents to connect and celebrate their heritage. The promotion of culturally significant events demonstrates how Richmond Hill supports a connected community.
Figure 6
In Figure 6, the ad shown is very simple and amateurish in design but it clearly conveys its image. It includes important information such as their location, contact number, the times and dates they meet. They also include Punjabi in their sign, directly acknowledging those who may not speak English, which could potentially be a huge amount of their audience. Additionally, this poster is targeting a very specific demographic: Punjabi Christians. This demographic is relatively small so most likely, the people who made this poster were trying to find community with other Punjabi Christians.
Figure 7
Figure 7 shows a banner for the Annual Dinner & Dance organized by the Parish of Holy Child Jesus – St. Benedict Joseph Labre, highlighting honorees and inviting community members to the event. A Dinner and Dance event brings about a place for socializing and making relationships. As a church-sponsored event, the banner demonstrates the importance of religious institutions in creating these cultural celebrations. Additionally, the banner being shown outside the church implies that it is open to all, showing how inclusive the community is to others.
Figure 8
Unlike the other advertisements, the Wild’N Out poster seems more general in its audience as it promotes a musical act performing at Barclays Center. This is designed to reach anyone who recognizes the brand. Its polished, professional design contrasts with the localized and community-driven advertisements, making it feel somewhat out of place.
Richmond Hill’s focus on community is evident in its advertisements, events, and cultural celebrations that are tailored to its residents’ needs and identities. These examples show how unity and cultural engagement is prevalent in Richmond Hill’s focus.
Bilingual Signs
Figure 9
Figure 9 depicts a tutoring center that advertises its services in multiple languages, including English, Punjabi and Hindi. The multilingual signage reflects the demographics of the Richmond Hill area. Here, the inclusion of Hindi and Punjabi shows how local businesses meet the educational needs of these communities. The audience this tutor center is catering to are immigrant families wanting academic support for their child. The signage could also be implying that the tutors know these languages as well, which may draw in children who can’t speak English well.
Figure 10
Figure 10 features a poster advertising a room for rent in Queens, New York with the message written in Spanish “Se renta un cuarto” (“A room for rent”). The inclusion of Spanish as the primary language reflects the linguistic diversity of Richmond Hill, highlighting the significant Hispanic and Latino population within the community. It’s also important to note that there isn’t an English translation on this flier, possibly indicating that the person who put it up was targeting primary Spanish speakers.
In addition, this poster further demonstrates the casual format of advertisements in Richmond Hill as it uses a phone number with tear-off tabs. The flier makes it acessible to a wider audience. There are a significant number of tear-off tabs ripped out, suggesting that this poster recieved a lot of responses.
Figure 11
This image depicts a local business that is written in Punjabi and English. This business is right across a gurdwara (place of worship for Sikhs), so this proximity suggests an effort to connect with the local community of Punjabis. From my personal experience living near a gurdwara, people often come not just for worship but for a sense of community. This sign taps into that sense by presenting inclusivity to Punjabis looking for homeopathic services. Again, the signage demonstrates how businesses accommodate both primary Punjabi speakers and English speakers.
The diverse signage throughout Richmond Hill highlights the community’s rich multicultural fabric and the ways local businesses and services cater to its unique demographics. These examples focus on making their ideas accessible to all. I did note that for most of the multilingual signs are for the South Asian community while the poster in Spanish is only written in one language. At first, this seemed weird but then I thought that South Asians tend to use different languages depending on where they come from. Hispanics tend to primarily use Spanish.
Conclusion
In conclusion, South Richmond Hill’s linguistic and visual landscape is a vivid reflection of its diverse, multicultural community. The variety of linguistic styles, from multilingual signage to single-language posters, reflects how different groups communicate within their communities. the use of old-school vernacular, bright colors, and community-oriented messaging demonstrates how Richmond Hill fosters connection, inclusivity, and accessibility. These advertisements and events illustrate how the neighborhood’s diversity is celebrated into daily life.