THE INFLUENCE OF THE ENGLISH LANGUAGE ON COMMERCIAL ONOMASTICS
THE INFLUENCE OF THE ENGLISH LANGUAGE ON COMMERCIAL ONOMASTICS

Summary/Abstract: The influence of the English language on products is significant and manifests itself in many ways, starting from branding and marketing, from name, advertising and communication, ending with interaction with customers. Many brands use English to create a global and sophisticated image. Terms such as exclusive, limited edition, or premium are frequently used to attract consumers. Brands often have English names or include English words to suggest superior quality and modernity. The English language does not belong to the family of Romance languages. This poses special problems in the process of adaptation to the phonetic, orthographic and morphological system of the Romanian language, which does not constitute an impediment in borrowing words from this language. The abundance of loanwords of English origin in Romanian commercial terminology is justified especially by the need to use specialized terms that have no correspondent in Romanian. There are fewer situations in which the translation or tracing of English lexical constructions from this terminology is resorted to. Product advertising campaigns are often done in English, even in non-English-speaking countries, to give it an international and exclusive feel.

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