Shop Names Research Articles

From words to wealth: Decoding the language markers and compositions of shop names in Banda Aceh

This qualitative study examines the names of 100 local and independent businesses to study the linguistic diversity and features of the linguistic landscape in Banda Aceh, Indonesia. The names here refer to those written in specific languages used in Aceh (Indonesian, Acehnese, English, Arabic, and other indigenous languages spoken in the province). The data was collected from five main roads, capturing the shop names for analysis. The results show that English is the dominant language choice, composing a majority of 45% of signage, showing the influence of globalization and the desire for international appeal. While English appears to convey prestige, some businesses blend it with Indonesian or Acehnese, connecting with local culture and engaging diverse audiences. This deliberate language choice reflects a commitment to cultural preservation and authentic customer experiences. Meanwhile, diverse linguistic combinations, emphasizing global influences, cultural preservation, and strategic branding, were also revealed. The most prevalent linguistic structure of signs is product+X (57%), which highlights product types, followed by place+X (14%) which emphasizes regional or cultural identity. In addition, a name/person’s name+X establishes a personalized connection (6%). Finally, in language markers, shop names reveal globalization’s prevalence and demonstrate efforts to convey a global image. The revitalization marker reflects the commitment to the Acehnese language and cultural pride. Identity markers, which include place, name, abbreviation, product, plant name, and brand, establish trust, familiarity, and resonance, creating a dynamic linguistic and cultural landscape where businesses steer global influences and local heritage to connect authentically with customers. To conclude, shop names in Banda Aceh illustrate a vibrant linguistic and cultural environment where businesses use global influences and local heritage to create meaningful bonds with customers.

Unveiling dynamics of language visibility and vitality in café menus near Labrang Monastery.

This study explores the dynamics of Linguistic Landscapes (LL) in the commercial tourist district near Labrang Monastery by analyzing the use of Tibetan, Mandarin, and English on café menus. Traditionally, LL research has focused on language visibility as an indicator of vitality, overlooking contextual complexities. We challenge this approach by considering geocultural contexts, instigators' language proficiency, and intended audience. This study employed a triangulation approach, combining multiple methods of data collection and analysis. First, we conducted a preliminary observation of shop names in the region. Second, with the consent of shop owners, we comprehensively documented visual and textual artifacts both inside and outside the cafés, including signboards, menus, wall billboards, and displayed books. Third, we conducted extensive semi-structured interviews with shop owners and customers. These interviews, transcribed for analysis, provided insights into language usage preferences and decision-making processes. By advocating for a holistic LL research approach, integrating qualitative insights with quantitative data, this study contributes to a deeper understanding of LL dynamics. Our findings show that geocultural contexts, instigators' language proficiency, and intended audience all play a role in shaping language representation and vitality. The absence of a language on signage does not necessarily signify diminished vitality but can reflect strategic decisions influenced by religious, individual and commercial factors. Beyond mere visibility, languages on café menus serve as symbolic markers of ethnic identity and reflect the functions they assume within the speech community, offering insights into language vitality across different usage contexts. This research enriches scholarly discourse on LL, particularly within the Chinese context, by emphasizing the multifaceted nature of language presence and its vitality.

To Translate or Not to Translate: The Case of Arabic and Foreign Shop Names in Saudi Arabia

The translatability of shop names constitutes a problem for translation students. To find out the status of shop name translation in Saudi Arabia, a sample of 271 shop names (clothing, accessories, beauty products, restaurants, cafes… etc.) was collected and analyzed to find out which shop names are translated, which ones are not, and which ones should be translated and to set some guidelines for shop-name translation. Results showed that 24% of the shops have pure Arabic names, 25% have international brand names (Starbucks, Burger King, McDonald’s, Pizza Hut, Monsoon, Zara, Sony); 39% have local English names ( أوبريشن فلافل Operation Falafel, Brand Center براند سنتر, بيبي شوب Baby Shop); and 12% mixed names (Arabic + foreign). Only 6.7% of all shop names are fully translated (العربية للعود Arabian Oud; الركن السويسري Swiss Corner; الشمس والرمال للرياضة Sun & Sand Sports; Seven Degree Café مقهى ٧ درجات); 3,3% are partially translated (Cotton Home قطن هوم; ماما بطاطا Mama Batata; JORI COFFEE الجوري كوفي) and 90% are transliterated using Arabic letters (Bershka بيرشكا , MANGO مانجو, كامايو Camaieu). Many shop names are transliterated, although they are translatable, are difficult to decode as the grapheme sequence does not fit the Arabic graphological system (Dr Nutrition دكتور نيوتريشن & Natural Touch تاتش ناتشرال). It was recommended that Franchised International brand names such as Debenhams & Samsung cannot be translated but transliterated. Some foreign shop names can be fully or partially translated rather than transliterated (Dr Nutrition< دكتور التغذية; Natural Touch< اللمسة الطبيعية; Red Sea Mall< مول البحر الأحمر). The Arabic version is for Arab shoppers who do not know English and the English version is for foreigners. Shop names containing café, chocolate, garden and others can be partially translated (Caribou Café مقهى كاريبو; Atayf Garden حديقة أطياف). French and Italian shop names should be transliterated according to their pronunciation in the source language, not in English (Parfois بارفواه, not بارفويس). The word order in compounds should be correct, and the vowels, diphthongs and consonants should be transcribed accurately. The transliteration should be consistent for all shop branches. Further recommendations are given.

부산 지역 대학가 주변의 언어 경관 (linguistic landscape) 고찰 -부산대학교 장전캠퍼스 주변을 중심으로-

This paper aims to investigate the linguistic landscape surrounding Pusan National University through the collection of linguistic data from commercial store signs in the vicinity of the Jangjeon Campus. Since these signs mirror the culture of the university town, we can delineate the characteristics of the area around Pusan National University by examining the types of characters and languages used, as well as the distribution of sign contents based on business types, with the goal of identifying regional peculiarities. The analysis yielded notable findings. Firstly, it was observed that the signage predominantly employs a combination of the Roman alphabet and Hangeul, with the latter being the most prevalent. Secondly, variations in each location were attributed to differences in the market and the primary customer base. Thirdly, instances of shop names incorporating 'pwutae' or 'hyo-won' were identified, signifying their proximity to Pusan National University.

Trend of Arabic Language Use in Indonesian Brands: Onomastic Studies on Arabic Shop Names in Tulungagung

Trend of Arabic Language Use in Indonesian Brands: Onomastic Studies on Arabic Shop Names in Tulungagung

Linguistic Landscape as a Pedagogy of Reading for English Learning: A Case Study of Shop Names in Sidoarjo City

Learning English does not only occur in the four corners of the classroom, but is possible even within the immediate community of learners. Learning English can be improved through a variety of sources such as the linguistic landscape available. Based on Cenoz and Gorter, LL is particularly on major shopping streets and in commercial areas, which is sometimes the text has only one language, however often has two or more languages (2017). Mainly, in ths research is focused on LL in English language learning as pedagogical resource for young learners. In this case, focusing on senior high school level in Sidoarjo city’s who Javanese as a mother language is. The methodology of this research tha use mix method. Those are qualitative and quantitative method. For the result, the LL in the shop names that written in English is the highest language. Many shop names English language usage as the follows (34%) of the precentage. And the second grade that written in Indonesian languages (30%) score. However, there is no one shop names that written in Javanese. It will be giving a bilingual and trilingual language that used in the shop names written when Javanese language conducted of that. It is a good things that LL can be applied in English language material for learning. Based on the senior high school students’ in Sidoarjo area, there are highest desires can be imply LL in the material of the schools program?

A Sociolinguistic Study of Shop Names in Limbe

This study investigates the linguistic characteristics used in shop names in Limbe. It examines the structures of shop names and identifies the motivation for their choices by shop owners. It also examines the competence of shop owners in the languages used in shop names. This study makes use of two theories which are the structuration principles by Ben-Rafael (2009) and Reh’s (2004) taxonomy of multilingual information. The structuration principle is based on four principles of social action which are presentation of self, good reason, power relations and collective identity. These principles help businessmen to make a good language choice which promotes their businesses. Reh’s multilingual information is based on four multilingual arrangements which are duplicating, fragmentary, overlap and complementarity. This theory helps to analyse the language used on shop names and also the language situation in the community. A mixed method of research design is used in the study. Qualitative data is analysed thematically. The findings show that there is multilingualism in shop names in Limbe, and that shop owners make use of six speech forms. Moreover, shop owners are motivated by several reasons to choose certain languages on shop names.

Brand strengthening and product diversification: A development strategy assistance for micro enterprises

In Indonesia Micro, Small, and Medium-Sized Enterprises (MSMEs) is still growing up. However, MSMEs continue to confront several challenges, the government and academic community are working to develop answers to these issues. One of the prospective business areas in the surrounding university is microbusiness in the field of serving breakfast. “Warung Lontong Ni Yul” is one of the breakfast vendors in the Kapalo Koto district, which surrounds the Andalas University at Padang campus. Because there are so many comparable booths, the Warung Lontong Ni Yul has to have an advantage in order to attract more customers. Community service activities are carried out from November to December 2022 at the Warung Lontong Ni Yul by assisting them in efforts to strengthen brands and product diversification. After discussions with owner, the shop's name was changed to "Lapau Minun Pagi." The consideration is that the name has a traditional Minangkabau impression, let alone incorporates the term 'lapau,' which distinguishes it from its competitors. Products are also diversified by adding new potential menus as breakfast, such as from the existing menu pical, and new bubur kampiun combination; the brand new menu such as lontong gulai paku, lontong gulai tauco, sate, lontong pical kuah sate, kerupuk kuah and add new menu for drinks such as tea, coffee, milk tea, milk coffee, and other instant drinks. Assisting methods and processes are discussed.

Linguistic landscape and place-making on a resort island in China

ABSTRACT This paper presents research on the dynamic relationship between linguistic landscape and place-making. Through the lens of tourism, it scrutinises the language on public transport signs, billboards, street names, shop names and commercial posters, as well as public signs of government agencies, on Wailingding Island off China’s southern coast. Its purpose is to explore the question of to what extent and with what characteristics place meaning ‘translates’ into the linguistic landscape. A predominantly qualitative approach is employed. The research finds that the text content of the linguistic landscape is fundamental to making a meaningful place. Its cultural connotation is related to the social environment, manifesting deeper the meaning of a place beyond the displayed content. Nonetheless, the symbolical meaning of the linguistic landscape is fluid, with the subjective consciousness of the creative subject and the cognition, perception and understanding of the linguistic landscape by different agents of interest.

Fenomena Penggunaan Bahasa Asing dan Daerah Dalam Penamaan Tempat Usaha Di Kota Gorontalo

Language as a communication tool to establish interaction between one and another is a tool that is needed or plays an important role in human daily activities. Language is very necessary, including the use of language in store names. The phenomenon that exists today is the presence of shop names that use foreign and regional languages. This is basically not in accordance with what is contained in the Act or even in the Presidential Regulation. The purpose of this research is to describe the phenomenon of the use of foreign and regional languages ​​in the naming of business places in the city of Gorontalo. This type of research is a qualitative research that is descriptive in nature in providing a description of phenomena in terms of sociolinguistics, namely studies of language and social studies or studies that link languages ​​with certain social groups as language users, in this case looking at language variations, namely the diversity of language types. used in naming shop names in Gorontalo City.

Eastern Gastronomic Ergonyms in Moscow Language Landscape (Based on the Restaurant, Café and Street Food Names)

The article considers café, restaurant, and street food shop names related to eastern/oriental (Middle Asian and Caucasian) cuisine that has recently become extremely popular in Russia, especially so in Moscow, with regard to their ethnic identity. The naming system of the above ergonyms, being part of urbanonyms, has revealed both activization of old Russian assimilated gastronomic orientalisms and an influx of new ones, highly creative on different language levels.A complex analysis of about 500 ergonyms in public catering, randomly selected from respective sites and partially from street signs and ads, has shown, on the one hand, a tendency towards fusion of various eastern cuisines with one of them dominating, and on the other hand, we observe a kind of specialization (diversity) in oriental cuisine and gastronomic terms. The following language and discursive ethnic identical devices have been found: use of specific toponyms and ethnonyms employed in isolation and in combination with the words ‘restaurant’ or ‘café’; names of top traditional dishes (culinary terms), products, plants, artefacts, kitchen attributes; personal names with transparent inner form; culturally marked precedent phenomena (including utterances), and abstract words; parallel usage of Russian and Latin types, their hybrid form as well as Russian type imitating eastern style.Language and discursive diversity of the thematic group “Eastern cuisine”, in our opinion, indirectly contributes to forming a more positive image of the eastern (Middle Asian & Caucasian) immigrants in the Russian citizens’ minds compared to that of about ten years ago, as a result of which Russians are taking a far greater interest in the Middle Asians’ and Caucasians’ cultural values.The results of the research may enrich modern Eastern borrowing dictionaries, help systematize their terminology and be of use in such courses as Cultural linguistics, Inter-(cross-) cultural communication, and Urbanology.

Semantic and Syntactic Anomalies of Arabic-transliterated Compound Shop Names in Saudi Arabia

This study aims to explore the denotative meaning of compound shop names in Saudi Arabia, and identify the types of semantic and syntactic anomalies in the Arabic transliterations of English compound shop names. A corpus of compound shop names was collected from 12 major cities in a Saudi Mall Directory. After eliminating international shop names, pure Arabic shop names, single-word and duplicate shop names, a sample of 168 compound shop names consisting of locally-coined English shop names and mixed shop names was subjected to further analysis. In addition, a sample of students majoring in languages and translation took a compound shop name test where they had to judge the semantic and syntactic accuracy and acceptance of compound shop names. Results showed that 69% of the Arabic transliterations of the compound shop nouns in the sample have syntactic and/or semantic anomalies. 22% have syntactic anomalies as opposed 14% semantic anomalies and 23% have both semantic and syntactic anomalies combined. Some compound shop names are meaningless because the two elements of the compound are incongruous (Operation Falafel اوبريشن فلافل; Rude Shake (روود شيك. Others have faulty word order (Mama Batata ماما بطاطا ; قوركان شيف) ; faulty use of the definite article ((المنيو دونتس; use of constituents in the compound with the same meaning from two foreign languages )THE BEAU WOW); the English plural /-s/ is added to the Arabic word ملهم in Max Molhams ماكس ملهمز; splitting words into syllables or two parts ) اكس و ريزAccessories(; كلاي ماكس(Climax); combining two words and spelling them as one lexeme شرمبشاك)). Responses to the judgment test of the semantic and syntactic anomalies in shop names showed that the students could identify more semantic than syntactic anomalies (90% vs 80% respectively). They had difficulty understanding ماكس ملهمز- قوركان شيف - أوبريشن فلافل- شرمبشاك –ماما بطاطا that have both semantic and syntactic anomalies. They found them unacceptable and difficult to comprehend. The study gives some recommendations for translating rather than transliterating English compound shop names to overcome the semantic and syntactic anomalies.

DISKURS SPORTSKIH KLADIONICA U KONTEKSTU ANGLICIZACIJE SRPSKOG JEZIKA

In the context of the Anglicization of the Serbian language, this paper discusses one specific language corpus within the sports register – which is the discourse of sports bet shops. The term Anglicization is defined as one of the negative consequences of ignoring linguistic contacts between English and Serbian, which leads to a noticeable hybridization of the Serbian language, that is, the emergence of a new urban sociolect, called the Anglo-Serbian language (Prćić 2005). In the paper, a qualitative and quantitative analysis of corpus examples was carried out in order to access the current tendency in the structuring of Anglicisms from this narrowly specialised domain. Terms were analysed through the prism of Newmark’s translation procedures (1981). Given that the popularity of betting in the sports field has been increasing lately and that the language corpus from that field is being used by various populations in our country, the aim of this paper is to point out the importance of a proper adaptation of this layer of English terminology in the Serbian language, which would contribute to better linguistic practice in the field of pro- fessional sports registers. The corpus was composed of sports betting sites аnd online dic- tionaries in our speaking area. In the paper, special attention is paid to sports betting terms, the official names of sports bet shops and marketing slogans in which English terms are used. Our analysis showed that transference with 49.31% is the most represented transla- tion procedure in the discourse of sports betting shops, followed by functional equivalence (28.28%), direct translation / calques (13.16%) and naturalization (9.23%). In order to protect Serbian language norms in the future, it is important to employ all the terminology standardization procedures in this field. Кеywords: sports discourse, Anglicisms, anglicization, language hybridization, An- glo-Serbian language.

Mapping sounds in the commercial linguistic landscape of Kuwait: A workable solution

The field of linguistic landscape research has shown considerable interest in visual communication in the urban global landscape in recent years. This paper explores Kuwait's linguistic landscape through an examination of shop signs displayed in commercial streets. A total of five hundred and ninety-nine photographs of shop signs on three streets in three different areas were taken and categorized. The streets were selected based on traffic and diversity. The linguistic landscape framework facilitates an understanding of the progress of the urban space as well as the relevance and dominance of language(s). The present study considers not only the signs' content but also the language(s) covered and their hierarchy, location and function in the urban community and space. The findings indicate that the linguistic landscape formed by Kuwait's signs is influenced by the shops' geographical location, prestige, and ethnolinguistic composition. While the major focus of mainstream research is the collection and analysis of (shop) signs, the present project goes beyond that to offer a solution to the problem of proper sound production of Arabized English shop names that uses designated individual orthographic symbols in Arabic to represent both the consonants and vowels of English. The solution foregrounds and eases the process of pronouncing businesses' names as well as understanding their nature and the services they offer with minimal effort.

Dominance of Foreign Shop Names Over Arabic Names in Saudi Arabia: Promotional, Sociocultural and Globalization Issues

This article investigates the language choice in shop names in Saudi Arabia, and the factors that determine the language choice and the reasons for preferring English to Arabic names. A sample of 500 shop names in 12 cities was collected from a Saudi Mall Directory and analyzed. In addition, a sample of 75 students and instructors from the departments of languages, translation, education, computer science and business and 25 shop owners and workers were surveyed. It was found that 64% of the shops have foreign names (25% international foreign names and 39% local names); 24% have pure Arabic names and 12% have mixed names. Some shops with a foreign name add an Arabic descriptor which is a translation of the foreign name (Perfume (عطورات بارفيوم. Foreign names are used in some mall and shop names although Arabic equivalents exist. The students, faculty and shop owners and workers gave promotional, sociocultural, linguistic and globalization factors, and lack of a business naming policy. They indicated that foreign shop names are used as a marketing strategy to attract customers who prefer foreign merchandise to local ones. They think it is more glamorous to use a foreign name as foreign names are associated with modernity, prestige, and elitism. They can reach more customers. A foreign name gives the customer the impression that the store is keeping abreast of latest international markets. They faculty added that in our cognition, foreign names are connected with high quality. Our culture looks at English as more sophisticated and fancier. An English name has a different effect. Shop owners indicated that new entrepreneurs adopt a foreign name because they are worried about their ability to compete with other shops. Shops like to Imitate shops in the West. Some think that translating a shop name to Arabic creates a barrier between the customer and the foreign franchised company as the original name is in English. As an example, foreign names are used for promoting the Riyadh Season (Oasis, Winter Wonderland, Park Avenue (بوليفارد . The article gives recommendations for protecting the Arabic language, translating shop names, and choosing glamorous and attractive Arabic names.

Deviant Arabic Transliterations of Foreign Shop Names in Saudi Arabia and Decoding Problems Among Shoppers

This study aimed to analyze a sample of Arabic transliterations of foreign shop names in Saudi Arabia; to identify the inaccuracies, and inconsistencies in the Arabic transliterations; the causes of the Arabic inconsistent and erroneous transliterations; whether shoppers (who do not know English) can decode and pronounce a sample Arabic transliterations of shop names; and the factors that should be taken into consideration in transliterating foreign shop names to Arabic. Results of the data analysis showed that 52% of the inaccurate transliterations are in the vowels and diphthongs; 36% are inaccurate and inconsistent transliterations of consonants. In 11.6% of the shop names, ch was reduced to sh; and /g/ was transliterated in 3 ways. 13% of the consonant transliteration deviations occurred in words containing a silent letter. In 6%, the Arabic vowel was double. In 8%, compound shop names were spelled together (blended) in the Arabic transliteration; In 7%, foreign names from French, Italian, Japanese, and Turkish were transliterated as they are pronounced in English, not in the original language. Findings also showed variant spellings of the same name shop names especially from French, Italian and Turkish (Parfois بارفواه بافويس; Spring سبرينق سبرينج; Semit Sarai سميت/سيميت; Chocolate شوكلت/شوكليت). Results of a decoding test given to a sample of college students and faculty who have a low proficiency level in English showed that the subjects could decode shop names such as ماكدونالدر، بيرغر كينج، هارديز، كوستا، ساربكس.. نسكافيه بيرجر كينج، تويز ار اص، but had difficulty decoding , دولس قوستو, أدفنتورا, جارليشوز لاونج, أميريكان إيجل أوتفترز, أكسسوريز, بايليس, باربكيوتونايت, لولو سلبريت, ذا تشيلدرنز بليس and other. The students and faculty had difficulty decoding Arabic transliterations because they are not familiar with the shop name in the foreign language, and because of the absence of short vowels in the transliteration, which makes it difficult to pronounce the transliterated names correctly. Deviant transliterations are attributed to transliterators who are non-native speakers of Arabic, English and other foreign languages. Recommendations for accurate Arabic transliterations of foreign shop names in Saudi Arabia are given.

Penataan Ruang Aceh Berbasis Islam dalam Negara Kesatuan Republik Indonesia

The Helsinki MoU agreement gave birth to Law Number 11 of 2006 concerning the Government of Aceh. In Article 171 Paragraph (1) of Law Number 11 of 2006 it states, "The Aceh Government and district/city Governments have the authority to determine land allotment/spatial use for development purposes guided by statutory regulations." spatial use of Aceh directs spatial use of Aceh in a harmonious, balanced, integrated, sustainable and environmentally sound manner and is based on the philosophy of life and cultural wisdom of the Acehnese people. The philosophy of life and cultural wisdom of the people of Aceh are inseparable from Islamic values. 
 Privileges are special powers to carry out religious life, custom, education, and the role of the clergy in establishing regional policies. Therefore, the field of spatial planning in Aceh can be based on Islamic values. According to Islam, spatial planning in the environment is to improve the welfare of the people, maintain environmental sustainability and harmony, which has a strong nuance of Islamic values. Spatial planning seeks to provide efficiency and improve the quality of life, because the human task is to prosper the earth (land) of Allah SWT, not to destroy it.
 This research approach is a normative juridical approach or also known as a doctrinal approach or normative legal research. Legal research data sources can be in the form of primary legal materials, secondary legal materials, and non-legal materials. Data collection techniques through a statutory approach. After the existence of the Aceh Qanun concerning the 2013-2033 RTRWA, the Aceh spatial planning no longer revives the mukim mosque and meunasah as the center of community activities. However, the Aceh Province has introduced Islamic values ​​in spatial planning through Asmaul Husna pamphlets along roads in North Aceh and East Aceh, as well as around the fence of the Aceh Governor's Hall. Likewise with the existence of prayer rooms in every hotel and shopping center. Naming the names of Government Agencies and Shops with Jajo Arabic script.
 Even though Aceh's spatial planning is not strictly based on Islamic values, for example gyms such as gyms do not yet show Islamic values, that is, men and women are still mixed. As well as in shopping centers there are no special places for women to breastfeed. Through the revision of the Aceh RTRW which can be done once every five years, so that later a truly Islamic-based spatial planning is realized, this is so that it is in accordance with the vision and mission of the Aceh RTRW to create prosperous Acehnese people in accordance with the needs and lives of the Acehnese people.

More than a signboard: the name of a store in the speaker’s mental lexicon

Background. Forming a system of spatial, social and cultural landmarks, each speaker consciously/unconsciously records proper names which seem important. The most significant units are remembered, and it is they that determine the general idea of the entire set of marked objects. Since the system of linguistic units in the individual mental lexicon is regulated by a great number of subjective factors, it can be assumed that the tendencies of the reflection of reality in the mental lexicon common to a group of speakers open the way to the analysis of current social stereotypes. Shop and store names are one of the groups of commercial names, therefore, by their very nature, they are maximally oriented towards reflecting positive stereotypes of large social groups.Purpose. The purpose of this article is to analyze how the names of shops and stores are reflected in the mental lexicon of the women residents of Kyiv, the capital of Ukraine, and to try to outline the connection between the proper names verbalization in speakers’ mental lexicon and their ideas about extralinguistic reality.Methods. The material for this study consists of 249 graphic variants of 160 names of clothing, footwear and food stores, collected by surveying 45 women residents of Kyiv. Descriptive, comparative, and quantitative methods were used in the research, and techniques of the structural method were occasionally involved.Results. Current store names in the capital of Ukraine create а very colorful linguistic landscape with its main feature – the predominance of foreign language components, both lexical and graphic. Among all this diversity, the speaker remembers 3 or 4 names оn average, which determine her idea of the general trends in the nomination of objects in this field and indirectly ‒ these objects themselves. The analysis of store and shop names active in the mental lexicon of Kyiv residents shows that the absolute majority of clothing and shoe stores (79 % and 81 %, respectively) are perceived by names identified with other cultural spaces. Not only the name’s origin, but primarily its graphic form is a clear indicator of belonging to some cultural space. The opposite case in the name system of grocery stores is recorded ‒ only 26 % of them were reproduced by respondents in Latin. The form in which the store or shop name is stored in the mental lexicon depends on a) the graphic code visualized on the signboard / in the advertisement and b) the sound form of the name commonly used in informal communication. The activity of the second factor directly depends on the symmetry of the sound and spelling of the barbarism name and the level of speaker’s foreign language competence. The result of the collision of different graphic codes in the speaker’s mind is mixing, which is manifested in the recording of the original form of the name from Latin to Cyrillic during memorization. Therefore, while keeping proper names in memory, speakers try to assimilate their form to the rest of the fixed units, and this often manifests itself in the transformation of the original form of proper name.Discussion. Oversaturation of Kyiv’s commercial ergonomics system with barbaric names forms a strong public stereotype about the attractiveness and progressiveness of other cultures in the consumption sphere and creates the illusion of the absence of national Ukrainian in it. Trying to master the system of store and shop names, Kyiv residents find themselves in a conflict situation: the dominant graphic code for them is the Cyrillic alphabet, while the Latin alphabet prevails in the visual space of Kyiv’s trade establishments. The way out of this situation is transformation ‒ recording of the original name with the help of a graphic system convenient for the speaker. In order to form a general idea about the reflection of the commercial proper names system in the mental lexicon of Ukrainians, it is necessary to involve in the study data from representatives of different age groups from different regions of the country.

Imaginea Craiovei în paginile Revistei „Arhivele Olteniei”, seria veche

"Arhivele Olteniei" Review represented and represents a specialized publishing platform, which brings together related disciplines, exciting themes, raising the bar from regional to national and even international, through the information and methodology performed. The authors who contributed to the pages of this review knew how to capitalize studies of remarcable socio-cultural phenomena, "archiving" among others elements of the cultural memory of Craiova. This city, although it experienced disruptions over time, continued to live on in the collective memory through different forms: old street names, the names of houses belonging to the great aristocratic families, urban spaces that preserve the old memories - names of old shops, spaces that remind of the presence of certain personalities of the city, old inns, old neighborhoods, such as the Jewish quarter or the Clisurean Quarter, slums, such as Mahalaua Sârbilor, churches specific to certain old neighborhoods - Obedeanu, Sf. Gheorghe cel Nou, Mântuleasa and many others.

Nieoficjalne nazwy sklepów w środowisku wiejskim (na przykładzie gminy Wręczyca Wielka w powiecie kłobuckim)

The main purpose of the article is the attempt of description of the informal names of shops in oral Polish of contemporary village inhabitants (on the example of Wręczyca Wielka community near Klobuck). The first part of the text is devoted to the basic methodological solutions and previous researches. The second part of this article contains the characteristic of the onimic material – e.g. description of semantic motivations and data concerning specific of mentioned group of names.