On the pragmatics of shop signs in Jordan

This study analyzes the linguistic material in a sample of 355 shop signs. The general function of signs is first discussed using the data in our sample for illustration. It is found that signs aim at promoting goods and services offered by the businesses that display them. From this function, it follows that the use of foreign elements in these signs is also intended for promotion. The foreign elements are described in detail, and the extent to which every feature is widespread is statistically determined. These foreignisms are so widespread that they may eventually creep into everyday language the way other borrowings have already been established in Arabic, a language known throughout its history to be receptive to foreign influence.