Chrematonimy użytkowe o podłożu gwarowym jako komercyjny sposób pozyskiwania regionalnego odbiorcy
Functional chrematonyms of dialectal base as a commercial way of gaining regional recipient

Summary/Abstract: The article concerns the role of dialect-based functional chrematonyms in the processof attracting the regional (Upper Silesian) recipient. Not much attention has so far beenpaid to the meaning of the names in this category so, thus it has become the subjectof the research. The article aims 1) to describe the commercial ways (model) of translocatingfunctional-categorical aspects of local dialect into the naming sphere; 2) to point out the structural-semantic naming variants, together with an attempt to determine thephenomena and changing tendencies related to naming acts. The study focused on twosubcategories of functional chrematonyms: ideational and social ones; occasionally, someother naming types beyond this classification were mentioned. The semantic-functionalanalysis of names shows that in naming processes the Upper Silesian local dialect isexploited as a valuating onymic tool and that some dialectal lexemes (bajtel, gryfny,maszkety) are extremely popular. These dialectalisms 1) evaluate names, and as elementsof collocations with other units of language create commercial terms with clear meaningsfor local recipients and 2) evaluate the Upper Silesian sphere and the microcommunitywhich lives there. The extraordinary popularity of these lexemes in the naming actsallows one to speak about the repeatability of creating scheme and about the phenomenonof onymic fashion for dialectal units.

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