Anglicisms in the Business Nomenclature of Tourist Companies in Slovenia
Keywords:
name, company, anglicisms, sociolinguistic analysis, SloveniaAbstract
The name of a company is one of the most important factors for a successful business. Nowadays, the supremacy of English in the business nomenclature worldwide indicates the ambition for global orientation, the desire for attracting young customers of various native tongues, and creating a marketing advantage of companies. On the one hand, the pressure to use as many anglicisms as possible has been increasing, and on the other hand, their use is prohibited in Slovenia; therefore, the question arises as to how anglicisms are manifested in Slovenian business naming practices. The aim of this sociolinguistic study was to investigate the use of anglicisms in the business nomenclature of tourist companies in Central Slovenia. According to the results, among 3,309 examples of tourist business names anglicisms accounted for 5.23%, despite the fact that non-Slovenian business naming is prohibited under both the Public Use of the Slovene Language Act and the Companies Act. The study has also revealed quite high occurrence of overly innovative and erroneous examples of anglicisms in business names with low meaningful creativity, signifying that in Slovenian business naming practice creating a global and foreign illusory impression may be more important than a truly clear business name.
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