O nazwach handlowych polskich miodów pitnych – między tradycją a nowoczesnością

Abstract

TRADE NAMES OF POLISH MEADS – BETWEEN TRADITION AND MODERNITY The aim of the study is to analyze and classify the trade names of Polish meads. The research material consists of 256 names of liquors which were divided into two groups: names of direct motivation and names of conventional motivation. The analysis of the motivation of the collected onyms made it possible for the author to highlight two marketing strategies used in the promotion of mead. On the one hand, a large group of names presents honey as a traditional alcohol with a long history. On the other hand, the motivations of many of the collected chrematonyms follow the opposite tendency, which is an attempt to present mead as a modern, interesting and intriguing alcohol.

Keywords

• chrematonimia
• onomastyka
• komunikacja reklamowa