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La production de sens du nom propre prototypique et de son correspondant nom de marque et de produit

Abstract : This paper deals with the way proper names (Npr) produce sense. In the context of praxematic theory, we analyse couples of proper names formed by a brand and/or product name and by the prototypical proper name that is behind it. Almost all brand and product names are derived from prototypical proper names, anthroponyms or, more rarely, toponyms. For instance, Calvin Klein and CK fragrances have taken their creator’s name, while the Paris fragrance uses the toponym that designates the capital of France. Firstly, we analyse the mechanisms at work during the updating of anthroponym- or toponym-originated brand and product names in advertising discourse, as well as in advertising “a-discourse” (i.e the creation of these names) outside of an established discursive context. The aim is to compare the semantic properties of the prototypical proper names on the one hand with the brand and product names on the other. Secondly, we examine the way in which brand and product names are derived from anthroponyms and toponyms. We point out the dynamics of the discursive strategies that highlight the different representations of the proper name’s referent—be it a prototypical or a brand and product name. Finally, we draw some conclusions about the semantic and discursive functioning of proper names in general, considering the fact that the proper names concerned by this work are, in our view, at the two extremes of the grammatical category of proper name.
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https://hal.univ-lille3.fr/hal-01825156
Contributor : Montserrat Rangel Vicente <>
Submitted on : Thursday, June 28, 2018 - 10:10:31 AM
Last modification on : Thursday, June 6, 2019 - 2:34:20 PM

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  • HAL Id : hal-01825156, version 1

Citation

Montserrat Rangel Vicente, Benedicte Laurent. La production de sens du nom propre prototypique et de son correspondant nom de marque et de produit . dans Cislaru, G., Guérin, O., Morim, K., Née, É., Pagnier, T., & Veniard, M. (Eds.), L'acte de nommer : Une dynamique entre langue et discours. Presses Sorbonne Nouvelle. , pp. 69-85, 2007, 9782878547641. ⟨hal-01825156⟩

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