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Communicating with brand names in the sustainable Finnish fashion industry

100%

Sjöblom P.

Onomastica

2021

tom 65

nr 2

255-270

The global textile industry has a significant environmental impact since the current system for producing, distributing and using clothing exhausts natural resources. However, while there has been a growing awareness of negative environmental impacts among customers, more and more clothing companies have aligned themselves with the principles of sustainability. This paper investigates whether and how clothing companies express the notion of environmental sustainability in their names. The data consist of 114 company and brand names in the sustainable Finnish textile industry, supplemented with information taken from the webpages of these companies. The analysis focuses on the semantic features of the names, and it is based on a cognitive-discursive view and metaphor theory. The choice of language has been examined as part of name semantics. Many companies have written the story behind the brand name on their website. Names can convey direct notions of sustainability and circular economy (Pure Waste, Relove, Upcycler). Names that consist of words referring to nature (Cocoon house, Weekendbee) have an indirect relation to corporate sustainability. Some names consist of a personal name, which underlines the responsibility of the brand, or a place name, which may highlight locality. Valuing local production is also behind the choice of Finnish as the language of the name.

AKTUÁLNÍ METODOLOGICKÉ SMĚRY ČESKÉ ONOMASTIKY VE SLOVANSKÉM KONTEXTU

100%

Harvalik M.

Onomastica

2014

tom 58

66-77

This article deals with new impulses that onomastics adopts from other disciplines and that can enrich “classical” methods used for the study of proper names. It is apparent that if the research is to be as complex as possible, it is necessary to analyse both proper names and onymical systems from various points of view and to employ various methods. Given the interdisciplinary nature of onomastics, it is worth taking into account not only the findings of linguistic disciplines, but also those of extra-linguistic branches.