COMMERCIAL PRODUCT NAMES: COSMETICS
COMMERCIAL PRODUCT NAMES: COSMETICS
Author(s): Maria-Magdalena Diaconu (Marian)Subject(s): Language and Literature Studies, Essay|Book Review |Scientific Life, Theoretical Linguistics, Applied Linguistics, Lexis, Semantics, Language acquisition, Sociolinguistics, Cultural Essay, Philology, Stylistics
Published by: Editura Arhipelag XXI
Keywords: commercial onomastics; cosmetic ergonyms; naming strategies; noun phrase; deonymization; appellativization;
Summary/Abstract: The article investigates the linguistic and morphosyntactic mechanisms governing the formation and evolution of commercial names (ergonyms) within the cosmetics and personal hygiene sector in the Romanian language. Drawing upon a representative corpus of 30 onomastic units (comprising both historically established domestic brands and global brands), the study analyzes the structure of the noun phrase, which is characterized by a strict postnominal word order designed to prioritize the generic product category over brand identity.Various naming strategies are explored, ranging from the use of metaphor and traditional lexicographical elements to learned compounds and acronymic fusions aimed at suggesting clinical authority. Finally, the paper documents the sociolinguistic phenomenon of deonymization (appellativization) in everyday discourse, demonstrating how successful ergonyms elide the head noun and integrate organically into the common lexicon of contemporary Romanian.
Journal: Journal of Romanian Literary Studies
- Issue Year: 2026
- Issue No: 45
- Page Range: 464-473
- Page Count: 10
- Language: Romanian
