Study of the perception of foreign language names of commercial establishments in the urban linguistic space

Abstract

For the purposes of this study, a roximately 480 names of organizations from various fields were analyzed, including pharmacies, bookstores, educational centers, shops, restaurants, pastry shops, travel agencies, beauty and health salons, etc. From the collected material, 13 names with different methods of formation, including borrowing, were selected in order to study the degree of perception and comprehension of the names by consumers. The names were collected using Google Maps and personal observations in the major regional cities in Bulgaria (Sofia, Plovdiv, Varna, and Burgas). The results showed a variety of reasons for the use of foreign languages in commercial names. After the linguistic interviews, it was found that, according to some of the respondents, foreign languages sound more modern and contemporary, while others associate them with the practical need to facilitate communication with foreign visitors. However, the majority of respondents clearly prefer the use of the Bulgarian language, which reflects the importance of cultural identity in the urban onomastic space.