1 Globalisation as communicative contextOne of the aspects that has captivated the attention of researchers from various fields (linguistics, marketing, advertising, sociology, psychology, or anthropology), and that has been subject to diverse and multidimensional analysis, both diachronic and synchronic, is the study of trade names, particular branch of onomastics that includes firm names, company names and brand names1. This extremely adaptable and prolific naming pattern has only recently begun to receive attention, as result of the economic boom recorded in the 20th century, and especially as result of the effects of the globalisation era, which is unfolding even as we speak. The extreme changes occurring in technology continuously alter our perspective on communication as linguistic, social, and psychological process, especially since there seem to be no more obstacles that could fundamentally hinder it. With the telegraph and the telephone, with the development of the mass media and the dissemination of the Internet (its availability), communication can today happen instantaneously, regardless of the spatial and temporal limitations that would have up to now rendered impossible the mere chatting of people from distant lands. Within the global village we are said to inhabit, we can communicate with anyone, basically anywhere and anytime. It is how we communicate that makes the difference.The fascination that this new form of settlement weaves is neither new, nor unusual. Thus, what Latin underwent during the Middle Ages (and, in some parts of Europe, even later on), and French throughout the 17th and 18th centuries, English undergoes today. From the first conquests of new territories and the establishment of trading posts in overseas colonies, but mostly during Queen Victoria's reign, the English language was disseminated throughout the Empire on which the sun never set, and became its lingua franca. For obvious political and economic reasons, all the of the colonies were downgraded. Even after the dissolution of the Empire, in the now independent territories (some of which adhered to the Commonwealth of Nations), the status of English as lingua franca never changed, as it continued to be the language of trades, diplomacy, and foreign affairs.If up to the 17th century English proved of the most hospitable in its acceptance of foreign loans (Stojkovic 2005:106), due to the cultural and economic changes it witnessed, it became today's primary donor language. According to Nadezda Stojkovic, In nearly all fields of human knowledge there is very free and versatile linguistic borrowing of English words by other languages (Stojkovic 2005). Therefore it comes as no surprise that during the past 50-60 years, there has been considerable growth in the number of nonnative speakers of English, which proves that it is still perceived as lingua franca, the global language of the new millennium. It has spread with great speed and ease, just like social adhesive.It is virtually impossible now to associate English only with native English speakers; the language is so widely established that it can no longer be thought of as 'owned' by any single nation (Crystal 2010:26). The relativisation of English, entailed, to great extent, by its de-nativisation, is result of the thorough attempts to implement the English culture (and language implicitly) within every other culture that the one in question has been in contact with. As more or less conspicuous sample of cultural imperialism, the diversification of English into many non-native varieties determined that it be perceived as a linguistic software infrastructure (Stojkovic 2005:107), device ensuring cohesion in communication at global level. Whilst doing so, the English language facilitates the contact between the culture that it represents (no longer Imperial Britain, but the consumerist American dream), and the target-culture, which is ready and eager to embrace it due to the mobility it promises. …
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