A formação de nomes comerciais nas cidades de Palmas (TO) e de Catalão (GO): questões de identidade linguística e cultural
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Data
2017-12-13
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Universidade Federal de Goiás
Resumo
The theme discussed in this study is directly related to the question of the identity of the
Portuguese language and consequently the cultural identification since it takes into account
extralinguistic characteristics that motivate the use of commercial names considered to be
creative and stylized. The main objective is to analyze the formation of commercial names,
observing the neologisms of all kinds, including foreignisms and loans from the linguistic point
of view linked to the cultural aspect. In view of the importance of the name of an establishment
in the commercial context. The hypotheses presented in this study claims that the process of
creation/formation of commercial names, as well as the cultural relevance and identities of these
names for the inhabitants of the city, through the understanding that the name is an instrument
of the definition of identity and is often through neologisms, loans and foreignisms.
Furthermore, in the commercial context, naming a product or space with words of a language
that is thought to be known by many people, and that conveys the idea of prestige is a way of
speaking and negotiating efficiently, providing investments in creative advertising, especially
in other languages that convey the idea of a globalized world. For this analysis, first, the names
of ten clothing stores and nine salons were collected in Palmas, the capital of the State of
Tocantins and in Catalão, a city in rural Goiás, with the intention of comparing the formations
of the names and explaining them, after the interviews with the owners of the businesses , which
was another important step in the collection information for analysis of training and possible
motivations for the use of these names by the busniness owners, as well as demonstrating the
type of morphosyntactic structure of these names and their spelling. The studies are based on
authors who discuss the changes observed in the Portuguese language lexicon such as Alves
(1990), Bechara (1996), Carvalho (2009), Correia and Barcellos Almeida (2012), Bizzocchi
(2013), and by those who deal with identity Bauman (2005) and Hall (2005), as well as Cabral
and Viegas (2007) with their essays on the importance of name. In conclusion, the choices
show the concern with the formation of a commercial name in order to attract the attention of
the public and, in the search to differentiate their business, use names with stylized writing, in
an attempt to bring some unusual element to the writing. There is also the use of resources that
break the rules of official spelling, often imitating the writing of the English language when
naming their establishments, whether influenced by products or services they offer, and in
making such choices are revealing aspects that motivate the contemporary subject, that is, the
need to respond to a global connection that shows, at the same time, something different to the
people, the easiness of hybridity in relation to the new and the different.
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Palavras-chave
Nomes comerciais, Estrangeirismos, Neologismos, Identidade linguística, Identidade cultural, Commercial names, Foreignisms, Neologisms, Linguistic identity, Cultural identity
Citação
ALVES, M. J. A formação de nomes comerciais nas cidades de Palmas (TO) e de Catalão (GO): questões de identidade linguística e cultural. 2017. 134 f. Dissertação (Mestrado em Estudos da Linguagem) - Universidade Federal de Goiás, Catalão, 2017.