ЈЕЗИЧКИ ПЕЈЗАЖ КРАГУЈЕВЦА: НАЗИВИ ПРИВАТНИХ РАДЊИ
THE LINGUISTIC LANDSCAPE OF KRAGUJEVAC: PRIVATE COMPANY NAMES

Summary/Abstract: This paper aims to investigate the linguistic landscape of the city of Kragujevac,focusing on private company names. The goal is to examine the way language isused in naming companies, i.e. to determine the main language tendencies by analyzingprivate company names in Kragujevac. Another goal is to investigate whether thelanguage used in naming depends on the type of business activity involved. The studyincluded three main business activities: sales, catering industry, and services. Thecorpus involved 530 company names collected by searching through the databasesof the Business Registers Agency and Serbian Business Directory. A detailed corpusanalysis confirmed that the choice of names typically depended on the type of businessactivity. In terms of borrowings, Anglicisms prevail – especially those which reflectthe given business activity (e.g. using hair and beauty in the names of beauty salons)as well as those which point to exclusive and high-quality services (e.g. using elite andstyle in the names of boutiques). A great diversity in using “popular” lexemes in thenames of cafés and clubs visited by young people can be noticed (WHAT’S UP, PLAYOFF), which is how café owners want to attract customers. Serbian words are mostfrequently used in the form of personal names and hypocorisms (e.g. the names offlower shops, convenience stores and hair salons). Serbian names are also dominantwhen it comes to traditional Serbian taverns (Serb. kafana), whose owners seek todevelop a sentimental relationship with their guests – most often realized as a senseof belonging (e.g. STARA SRBIJA, NAŠ KUTAK, BALKAN).

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