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Geschlechterdifferenzen in Produktnamenfür Kosmetika

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Baj B.

Germanica Wratislaviensia

2012

vol. 136

57-71

The role of trade names is basically to inform, to cause associations and to influence their customers. They communicate certain values, different views of life or stereotypical meanings. Especially creative producers of cosmetic products must keep in mind the aspirations for the exotic, beauty and uniqueness. In this way, they are determined to accentuate some stereotype gender disparities. This makes trade names of cosmetics a rich source of knowledge about ideal women and ideal men. The aim of this paper is an analysis of the semantic structure of trade names of cosmetics. It will be shown that the uncovering of their meaning informs us about gender differences.

NAMES FOR SALE. ON ONOMASTICS FOR MARKETING

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Rutkowski M.

Onomastica

2003

vol. 48

239-254

This paper deals with brand names and their marketing value. It includes a description of the professional process of brand name creation and the characteristics of the ideal brand name. The author discusses both the semantic and pragmatic aspects of branding, and provides examples from the Polish marketplace. In the conclusion, the author states that: 1) brand names are created using professional branding methodologies; 2) brand names have specific semantic and connotative values; 3) the brand name is the cornerstone of marketing and advertising campaigns; 4) linguistic features of brand names can influence consumers' buying decisions.

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1 Germanica Wratislaviensia

1 Onomastica

1 Baj B.

1 Rutkowski M.

1 2012

1 2003

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Geschlechterdifferenzen in Produktnamenfür Kosmetika

NAMES FOR SALE. ON ONOMASTICS FOR MARKETING