ВОПРОСЫ ОНОМАСТИКИ | PROBLEMS OF ONOMASTICS

Artur Gałkowski
University of Łódź
Łódź, Poland

Performative Interactions between Brand Names and their Slogans in Chrematonomastic and Communicative Perspective

Voprosy onomastiki, 2020, Volume 17, Issue 3, pp. 279–292 (in French)
DOI: 10.15826/vopr_onom.2020.17.3.044

Received on 13 December 2019

Abstract: The paper aims to present the results of a chrematonomastic research on the interactions between brand names and their slogans which, when used together, form specific advertising units that shape the identity of the branded product. Such complex structures (“brand name + slogan”) are referred to as performative brand interactions (PBI) or, more generally, as performative textual nodes (PTN). Through the lens of communication theory, these PBI/PTN constructions may qualify as “conversational contributions ” (CC) or “moves” according to the “dialogical moves ” theory. Methods of corpus analysis serve to study the usage frequency of slogans accompanying brand names. The article explores the structural, as well as the semantic, and pragmatic aspects of performative interactions that enhance the communicative potential of a brand name by placing it in a specific context. The study results in a classification of the “brand name + slogan” units considered as having a twofold scope, both textual (interaction between the brand name and the slogan) and communicational (interaction between PBI/PTN and the target audience or the marketed product).

Keywords: brand names, chrematonomastics, brand slogan, dialogical moves, branding, sloganeering, pragmatics, semantics.

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