English in Macedonian commercial nomenclature.

The purpose of the present study was an account of the frequency of English elements in Macedonian commercial naming. Questions of the extent and creativity of English name use in relation to business types and Macedonian cities guided the research. The data were 9,548 entries from the online version of the Macedonian Yellow Pages. Results suggest English names were significantly more likely to be found in the capital than in all the other cities in Macedonia, and business enterprises related to leisure/entertainment/media. Orthographic, formative, and semantic types of creativity were identified in the processes of transliteration, word/phrase formation, and style. English is the most dominant foreign language used in commercial names because of its associations with globalization and modernity. [ABSTRACT FROM AUTHOR]