Słowa kluczowe
commercial names
product names
company names
Finland
Streszczenie
This article examines the localness of commercial names in Finland and focusses specifically on the names of grill food kiosks and products. There are two research objectives: firstly, to determine the number of local names that occur in the material, and secondly, to analyse how these names work as indexes of localness. This article explores the claim by sociolinguist Barbara Johnstone that particular linguistic forms can index meanings along a variety of dimensions and some forms may index locality. Furthermore, these types of linguistic forms can be used in discourses that shape people’s senses of place and the social identities associated with place.
Of the 15 names of kiosks, almost all names, a total of 13 names, can be interpreted as manifesting local characteristics. Most of the kiosk names include a local place name. Of the product names, more than half (46 out of 84 names) are to be construed as describing something local. Although most of the local names in the group of product names include a local place name, personal names are also rather common. In addition, local dialect or slang is also visible in the product names. Another type of reference to a region appears in two kiosk names and in some of the product names. These names constitute a special case and demonstrate how local history can be incorporated in names creatively.
Bibliografia
Ainiala, T. (2013). Stadi and Hesa: Helsinki slang names as commercial names. In P. Sjöblom, T. Ainiala & U. Hakala (Eds.), Names and cultures in a commercial environment (pp. 173–184). Cambridge: Cambridge Scholars Publishing.
Ainiala, T., Saarelma, M., & Sjöblom, P. (2016). Names in Focus: An Introduction to Finnish Onomastics. Helsinki: Finnish Literature Society. http://dx.doi.org/10.21435/sflin.17
Bergien, A. (2012). Cultural and regional connotations of company names in local contexts. In R. Boerrigter & H. Nijboer (Eds.), Names as language and capital. Proceedings Names in the Economy III (pp. 7–12). Amsterdam: Meertens Instituut. http://www.meertens.knaw.nl/nite/images/pdf/Proceedings_NitE_III.pdf
Johnstone, B. (2010). Indexing the Local. In N. Coupland (Ed.), Handbook of Language and Globalization (pp. 386–405). Oxford: Oxford University Press.
Lavric, E. (2012). Gastronomastics: towards a rhetoric of dish names on restaurants’ menus. In H. Wochele, J. Kuhn & M. Stegu (Eds.), Onomastics goes Business. Role and relevance of brand, company and other names in economic contexts (pp. 219–223). Berlin: Logos Verlag.
Lick, E. & Wochele, H. (2012). Croque McDo, CBO and Donut zucchero: A contrastive analysis of product names offered by fast food restaurants in European countries. – R. Boerrigter & H. Nijboer (Eds.), Names as language and capital. Proceedings Names in the Economy III (pp. 64–74). Amsterdam: Meertens Instituut. http://www.meertens.knaw.nl/nite/images/pdf/Proceedings_NitE_III.pdf
Mäkinen, A. (2003). Puistojen koristus ja katutilan kaunistus — Helsingin kioskien historiaa [The decoration of parks and beautification of streets. The history of kiosks in Helsinki]. Tieteessä Tapahtuu, 21(2), 19–24. https://journal.fi/tt/article/view/57200
Nyström, S. (2016). Names and meaning. In C. Hough (Ed.), The Oxford Handbook of Names and Naming (pp. 39–51). Oxford: Oxford University Press. https://dx.doi.org:10.1093/oxfordhb/9780199656431.013.5
Sjöblom, P. (2010). Multimodality of company names. Onoma, 43, 351–380.
Sjöblom, P. (2013). Lumia by Nokia, iPhone by Apple: Global or local features in commercial names? In P. Sjöblom, T. Ainiala & U. Hakala (Eds.), Names and cultures in a commercial environment (pp. 2–14). Cambridge: Cambridge Scholars Publishing.
Sjöblom, P. (2016). Commercial names. In C. Hough (ed.), The Oxford Handbook of Names and Naming (pp. 453–464). Oxford: Oxford University Press. http://dx.doi.org/10.1093/oxfordhb/9780199656431.013.5
Zilg, A. (2013). Tu y yo, Prendi e vai, Saveurs d’ici: How brand names mirror socioeconomic conditions in Romance languages. In O. Felecan & A. Bugheşiu (Eds.), Onomastics in contemporary public space (pp. 391–404). Cambridge: Cambridge Scholars Publishing.