Writing Techniques of Business Ergonyms in Commercial Context Exploring the Linguistic Landscape of Business Naming Practices in Durrës City

Abstract

The field of onomastics is the most beautiful argument on the use of language not as necessity, but as needs to express the beautiful language of the human mind and soul. Business language changes, evolves, mixes, renews..., therefore, the use of language is quite dynamic and moves faster in this field. In this paper we are focused on the linguistic landscape of business names (ergonyms) in Durrës city and beyond... The purpose of this paper is to interweave different visions and perceptions across the time and space regarding the topic in question. This research can contribute to new creations related to the field of business names in accordance to the standard language rules and current social rules and needs in Albanian community as well as in accordance to their nowadays preferences. On the other hand, the oldest forms of the Albanian language can be discovered through this research. Those can be quite significant for our cultural heritage and can be transformed into very efficient forms today. Thus, the awakening of the passive lexicon of the ancient Albanian language, the promotion of pure language forms, and the contribution to new creations in accordance to the time, situation, and social context where we live, are in the main focus of this study. The study was carried out as part of the project "Language as a Specialized Activity: Toward a Specialized Language and Effective Communication Across Diverse Fields of Human Endeavor. Writing and Communication Techniques" This initiative represents a renewed scientific commitment to fostering awareness among younger generations about the profound social significance of language. It highlights language not only as a vital cultural asset embodying national pride and identity but also as a dynamic and powerful mechanism that influences all fields of human activity.