Language choice of the shop signs in Baghdad : a sociolinguistic study

Abstract EN

This study aims at investigating language choice of shop sign in Baghdad and examining the factors that determine language choice of naming the shop signs.

the researcher uses a sociolinguistic questionnaire and pilot study to achieve the objectives of the study.

the sample consists of 200 shop names selected from three areas of Baghdad, namely, hay al-Mansour, al-Ghazaliya and al-Shaab.

the questionnaires are delivered to 30 shop owners who are demanded to answer the questions of the pilot study that helps build the main questionnaire.

validity and reliability of the questionnaire are obtained from a number of professors from al-Iraqia university before delivering the questionnaires to the participants.

results show that foreign names in shop signs are growingly used by shop owners.

the chosen languages for the shop signages are either monolingual or bilingual, i.e., (Arabic, foreign, and mixed of Arabic and foreign).

as for the factors, there is a strong connection between prestige and commercial interests to borrow foreign names.

participants believe that taking foreign names for their shop signs will attract more customers and their products will be sold.

attitudes towards choosing Arabic for shop signs are positive because normally Arabic in Baghdad is the official language which serves them to distinguish their signs from each other.