Abstrakt: | The article discusses one of the categories of marketing chrematonyms — the names of cafés, which
constitute a colourful element of the naming landscape of Upper Silesia. The analysis has several
research aims: 1) discovering the naming techniques and types, 2) the presentation of structural models,
3 identifying the changes of meaning and the (con)textual functionality of linguistic units which
serve as a commercial medium of evaluation. The names of cafés are presented from the perspective
of cultural linguistics, sociolinguistics and pragmalinguistics, as well as the theory of semantic
fields. This combined methodological approach enables the author to draw conclusions about
marketing chrematonyms in the sphere of culture and language, whereas the structural-semantic
analysis of the onymic description of Upper Silesian cafés reveals tendencies that confirm the fact
that naming models are created in a serial way. The material presented indicates that commercial
chrematonyms belong to semantically and structurally diversified naming categories. The structures
show the repetitiveness of naming, the tendency for language internalization and the use of native
material, including local dialects. |