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Communicating with brand names in the sustainable Finnish fashion industry

100%
Sjöblom P.
Onomastica
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2021
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vol. 65
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issue 2
255-270
EN
The global textile industry has a significant environmental impact since the current system for producing, distributing and using clothing exhausts natural resources. However, while there has been a growing awareness of negative environmental impacts among customers, more and more clothing companies have aligned themselves with the principles of sustainability. This paper investigates whether and how clothing companies express the notion of environmental sustainability in their names. The data consist of 114 company and brand names in the sustainable Finnish textile industry, supplemented with information taken from the webpages of these companies. The analysis focuses on the semantic features of the names, and it is based on a cognitive-discursive view and metaphor theory. The choice of language has been examined as part of name semantics. Many companies have written the story behind the brand name on their website. Names can convey direct notions of sustainability and circular economy (Pure Waste, Relove, Upcycler). Names that consist of words referring to nature (Cocoon house, Weekendbee) have an indirect relation to corporate sustainability. Some names consist of a personal name, which underlines the responsibility of the brand, or a place name, which may highlight locality. Valuing local production is also behind the choice of Finnish as the language of the name.
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Language strategies for the adaptation of Western brand names in Taiwan

100%
Kałużyńska I.
Onomastica
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2021
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vol. 65
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issue 2
271-283
EN
The paper deals with some language strategies in the domain of the adaptation of foreign brand names (trade names) in Taiwan (ROC) in the context of Chinese language, society and culture. It also presents the results of the author’s investigation into 50 Chinese/Taiwanese adaptations of brands of foreign food products. In the Chinese naming culture, proper names are predominantly semantically transparent and most members of Chinese society still believe that names can influence the fate of the objects named. It is evident, that brand names play a crucial role in the marketing of products and in their acceptance by the consumers, and ultimately their purchase decisions. Good and pleasing brand names contribute to the success of products, while improper and ugly names may contribute to their failure. In a time of globalization, many foreign products and brand names occur in Chinese-speaking countries, such as the PRC and Taiwan, probably the largest consumer markets in international business. Consumers’ behavior and language are usually among the major barriers to the international market, so it is important to know the linguistic and social content of Chinese names and typical language strategies for the adaptation of Western brand names.
3
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La néologie terminologique en français dans le domaine des fibres chimiques

100%
Dankova K.
Academic Journal of Modern Philology
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2021
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issue 13
97-108
EN
This article examines the main features of the formation of French terms designating chemical fibers, from the birth of the subsector at the end of the 19th century to the present day. It draws on an analysis of terms that were extracted from a text corpus containing these sources: trade fair catalogues, a technical manual, an institutional document and a book for the public. The analysis is divided into two parts: generic names and brand names. The generic names are analysed via the word formation processes presented by Sablayrolles (2000). The analysis shows that generic names are mostly formed by composition, while other processes, such as derivation or metaphorical formation, are much less frequently represented. Apart from traditional word formation processes, two typical processes for this specialised language are identified: the juxtaposition of a noun and one or more numerals and the combination of elements that are not lexicalised. Regarding brand names, certain features characterising their creation are analysed. The results include the following: from a semantic perspective, the recurrence of lexical elements reflecting the chemical composition of the fibre, the producer’s name and the place of production, and from a morphological perspective, the use of the word-forming element -on.
4
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Jak se vyslovují názvy cizích obchodních značek v televizních reklamách?

58%
Duběda T.
Studie z aplikované lingvistiky - Studies in Applied Linguistics
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2015
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vol. 6
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issue 2
76-91
EN
In this article we analyse phonetic aspects of foreign brand names appearing in Czech TV advertisements. We first define eight principles which underlie the phonological adaptation of loanwords, and describe their relevance for the TV advertisement genre. Next we proceed to an analysis of 200 brand names retrieved from TV broadcasting. The results confirm the dominance of the phonological approximation principle, which is often combined with the spelling pronunciation principle. Original pronunciation, respecting foreign phonology, is surprisingly rare, although TV advertising is a dynamic and highly globalised media genre.
5
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Dyfuzja semantyczna w proprialnej przestrzeni marketingowej, czyli rodzime nazwy odapelatywne w modzie

58%
Rutkiewicz-Hanczewska M.
Onomastica
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2017
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vol. 61
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issue 2
413-429
EN
The article is devoted to the contemporary names of retail and service facilities. Its purpose is to characterize the very productive type of compound brand names, created in the course of semantic diffusion. While semantic diffusion consists of the expansion of meaning on the appellative level, it produces additional persuasive functions on the proprial level. The proper names discussed in this paper consist of lexemes from such semantic fields as: state administration (ministry, embassy, republic, empire), territorial administration (county), science (academy, institute, club), medicine (clinic), geography (land, park, world, oasis, island, zone, corner), trade (centre, delicatessen, wholesale, outlet, shop, stall), economy (farm, barnyard), industry (factory), art (gallery, lab, parlour, lounge, atelier, studio) and transport (station). The article also discusses the origins of trends in the use of compound names such as: the Nail Embassy, the Ministry of Advertising, the Chocolate Republic, the Movement Factory, the Form Workshop, and shows that they are affected by globalization and geolocation.
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