A Theory of Genericization on Brand Name Change (Studies in Onomastics S. v. 6)
By: Shawn M. Clankie (author)Hardback
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Dr. Clankie's investigation of genericization shows conclusively that there is indeed a system underlying the journey from brand name to generic and offers preliminary answers to such questions as why do some brand names become generic whilst others do not and what are the limits (if any) on the path, linguistically and socially, that the process must take. The book also considers a number of important issues: brand names and the law, the relationship of names to other lexical items, cross-cultural aspects of brand names and genericization, and the social foundations of names.
Preface i Foreword v Part 1: Foundations 1 Chapter 1: Introduction 3 1.1 The Problem 3 1.1.1 Background 3 1.1.2 What are Brand Names? 6 1.1.3 Why Study Brand Names? 8 1.1.4 Goals of this Volume 9 1.2 The Approach 10 1.2.1 Principles of Change 10 1.2.2 Data Collection and Examination 12 1.3 Overview 13 Chapter 2: The Development and Study of Brand Names 23 2.1 Historical Development of the Brand Name 24 2.2 Linguistic Studies of the Brand Name 33 2.3 Relevant Studies on Semantic Change 39 2.3.1 The Causes of Semantic Change 42 2.3.2 Actuation of Language Change 43 2.4 Conclusions 44 Chapter 3: Naming Processes 45 3.1 The Place of Names in Linguistic Research 45 3.2 Constraints on Naming 51 3.2.1 Potential Universals of Naming 51 3.2.2 Ways in which Names might be considered Specific-Language Bound 54 etc.
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- ID: 9780773469556
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