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Abstract

The article contains an analysis of the word formation of proper names which are used in the texts of advertisements. The analyzed examples are drawn from the texts of advertisements found on television, radio, press, the Internet etc. which were produced at the end of 20th century and the beginning of 21st century. The article analyses two categories of these proper names: word formations which are used in contemporary Polish language (f.e. Robuś, Marysia, Stefcia, Kasia, Jasio, Krzyś, Rozalka, Basia, Bartuś, Sabinka, Julka, Karinka, Tomek, Adaś, Goździkowa) and neologisms f.e. Zapobiegalska, Zarażalski, Kichalska, Krzywonogi, Przyklapiusz, Musztarderowie, TurboDymoMan, SuperEs, Zozolka, Łazienkowo). The analysis conducted in the article proves that both types of proper names, which are word formation derivatives, appear relatively often in the texts of advertisements. This is the case since they are easy to form (advertisements take the majority of them from usage) and can perform many functions, which advertisements willingly use for their own needs. Proper names that are word formation derivatives and just proper names serve mainly as an assessment as they connote the values appreciated both culturally and socially and the values attributed to proper names are carried on the advertised products. Proper names which are derivatives create a desired picture of advertised products more expressively than other proper names, thanks to their clear word formation structure. Moreover, they expose their commercial assets so they fully use and at the same time cocreate the system of values of consumption culture.
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Abstract

The article aims to demonstrate the role of chrematonymy in a broadly understood contemporary (modern) world culture. The author identifies possible chrematonimic categories and subcategories, discusses their formal and functional properties, and the methods and conditions involved in their creation. The paralexical and communicational phenomena associated with this general class of onymy (e.g. the use of logotypes and extralinguistic signs as well as letter and numeric codes in chrematonymic function) is also discussed.
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Abstract

In this paper, the issue of the correlation between the status of the onymic object, its social range and the general rules used when naming is considered. The author proposes to distinguish two basic levels of where the proper names function: a local one and a global one. Then, two particular patterns of naming are connected with these levels: an innovative pattern and a conservative pattern. The conservative names mostly refer to objects that are of social importance and have a general, wide range of functioning. On the other hand, innovative names generally refer to unstable objects that have a rather low social position, and a restricted, narrow range of functioning. Examples of both levels are analyzed, particularly the anthroponyms, toponyms and chrematonyms. The paper contains the argument, that more known conservative names have provided the characteristics of the prototypical proper name in general, and these characteristics are usually expanded to all proper names in their theoretical approaches.
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Abstract

This article addresses the issue of the interpretation of proper names in poetry. The state of research on the functions of proper names in literature is well described, but it is possible to note the lack of a fixed interpretation strategy in poetry which means that, despite little interest in poetry, its researchers often try to propose their own methods of analysis. The authors of the article, who tackle onyms in the poetry of Bruno Jasieński, present their own methodological approach to the matter, based on B. Waldenfels’ concept of the “phenomenology of the alien”.
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Abstract

The study aims to contribute to research on the onomastic-stylistic diversity of Polish prose in the late 20th century. In focus are those onomastic properties of literature that reveal connections between names and language in the process of creating non-mimetic, literary-style fiction. These properties also point to the nature of proper names as they function in a literary work of art — that work being a post-modern intellectual-literary game. The names used in the novel (anthroponyms, toponyms, chrematonyms, also zoonyms) mainly derive from the author’s linguistic creativity: they contribute to the world-view projected through the text. That world-view is “purposefully and totally unusual”, different from the real world.
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Abstract

This descriptive review presents proper names from the perspective of brain science. It contains the characteristics of individual groups of proper nouns (and common nouns for comparison) and takes account of their neurobiological background. This makes it possible to confirm many opinions on the status of proper names reported by linguists. The Baker and baker paradox and the so-called double dissociation in the search of proper names and common names are discussed in order to confirm (at least in part) the thesis that proper names and common nouns are searched for in the mental lexicon independently of each other. The author also presents the characteristics of proper names to make a thesis about the uniqueness of this class of lexemes. It becomes clear that they are more difficult to learn, especially in patients with neurological deficits, and it takes healthy individuals longer to recall them than to search for common names. Moreover, the recollection of names is associated with more phonological mistakes and is often accompanied by the tip-of-the-tongue syndrome (TOT syndrome), which becomes most evident in elderly patients. The article also presents individual adaptive compensation techniques in impaired naming of objects and faces (e.g. aphasia), which facilitate the recreation of categories within the mental proper name lexicon.
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