M. Blicharski, H. Fontański (red.), "Zagadnienia słowotwórstwa i składni w opisie współczesnych języków słowiańskich. T. 1" (S. 106-118). Katowice : Wydawnictwo Uniwersytetu Śląskiego
The author first analyses the formal and functional demands of a „good shop sign” — an
optimum trade name. The theoretical introduction is followed by the linguistic analysis (orthographic, lexico-semantic and stylistic) of the names of private shops in Prague in the beginning of the 1990s, both those noted down by the author and taken from other sources (approximately 1000 shop signs). Extensively illustrated with examples, the considerations concentrate on the origin and the meaning of a given name (foreign language), the onomassiological motivations and the stylistic characteristic of shop signs (emotional markedness). The paper ends with statistical information and a remark on spelling mistakes noticed in the shop signs.