A goodname is better than riches  - names with a good reputation in the consumer society Cover Image
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A goodname is better than riches - imena na dobrom glasu u potrošačkom društvu
A goodname is better than riches - names with a good reputation in the consumer society

Author(s): Edina Špago-Ćumurija
Subject(s): Language and Literature Studies
Published by: Fakultet humanističkih nauka, Univerzitet »Džemal Bijedić« u Mostaru
Keywords: pragmatika; reklamna poruka; ime; brand; CNN

Summary/Abstract: In the analyzed produet and producers names from CNN TV, certain patterns have been observed: Carefully planned names. Names are very often created with great care. What is taken into consideration in that process are associative and phonetic values of the name, as well as customers' preferences and trends on the market when it comes to language signs. Buzz words are those such as new or healthy, used for bringing up positive associations (Goddard; 2002). In business, or we can say an art of advertising, the market is being carefully researched, in order to get data on customers preferences, and consequently lexemes that bring up positive and appropriate associations. Nowadays, when there is a general trend of being aware of environmental issues, lexemes emphasizing cleanness and similar qualities are becoming more and more popular. A good example is the name of cosmetic products, Clear essence, where both lexemes call up an association offundamental value and cleanness which is important for beauty, since such a name is telling us that this product is not about having a skin-deep, but rather genuine, natural beauty, created by using these products, of course. Also, lexemes such as total or master from the analyzed material are similar examples. Thematic-language patterns. There is a tendency, that seems logical having in mind previous conclusion, that producers within one thematic group(criterion of such classification being based on the same field of business), pick names in which certain parallels can be drawn between their phonetic structure and association they bring up. This assumption is to be tested further. Language economy in names. In the names found in analyzed ads, we have found different, yet mainly reductive language techniques, such as reduction into acronyms, merging of two or more lexemes, translation of foreign names, and generally very careful phonetic and semantic shaping. Various conventionality levels. When it comes to conventionality of the names as lingMistic signs, very conventional signs can be found (e.g. Zenith), that are automatically recognizable, as well as new or so called innovative signs (Accenture), and also old signs in a new context, often of Latin origin, that combine connotative meaning from original name and new value in today's context (Veolia).

  • Issue Year: 2009
  • Issue No: 04
  • Page Range: 163-172
  • Page Count: 10
  • Language: Bosnian