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Semantic Analysis of Brand Names in a Chemical Guide

Summary/Abstract: Employing a functional cognitive frame, this paper analyses examples for brand names in a Hungarian technical text, Pontaqua, in which phonological-semantic playfulness and additional information as well as multiple meanings can be found. In the case of these names, the creators’ aims were to arise customers’ awareness, and help memorise the names of the products, sometimes with a humorous effect. The paper first identifies the chemicals, then analyses their names within the frame of Conceptual Integration (Blending), giving textual and graphical analyses. The paper focuses on the phonological and semantic features of the brand names, e.g. on the presence of metonymy, which occurs often in the expressions analysed.

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