The designation of fancy names in german in Marechal Cândido Rondon city, Paraná

This study addresses the relationship between language and culture, from the denomination of fancy names that refer to commercial enterprises, as the referential form can result from the meaning that is given to the name, constituted by its socio-cultural and linguistic functioning. The objective is to carry out, within the theoretical framework of sociolinguistics, a qualitative and quantitative research around the lexical choices (through loanwords/foreigns or not) made by entrepreneurs when naming their commercial enterprises. In order to do this, we performed a survey regarding the origin of the names of all companies in Marechal Cândido Rondon, Paraná. Subsequently, the use of German words when naming companies was verified and interviews were carried out with the entrepreneurs, to identify the relationship between the lexical choice and the speaker. Based on the investigation, it was found that, although the city has been settled mostly by German descendent, the use of the German language appears little in the denomination of fancy names