ZUR MORPHOLOGISCHEN STRUKTUR DER KOSMETISCHEN PRODUKTNAMEN
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Trade names usually give customers some information about product quality. In order to make them more effective, some of these are best fulfilled by motivated formations, others by arbitrary roots. As a compromise between these conflicting goals, most trade names represent structural types which are only partially motivated. This analysis shows that their morphological shape could be placed on a scale of compromises between names with a morphologically motivated formation (compound, Sprühgold), through creations with terms beyond the linguistic schemes (e.g. neologism with extragrammatical terms Crisan), to completely unmotivated denominations (fanciful names, Fa).
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