«Ökonymie»: Zur Produktnamen-Linguistik Im Europäischen Binnenmarkt
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Markennamen wie Astra, Vento und Freixenet bilden als Repräsentanten einer neuen lingua franca selbst in den entlegensten Winkeln der Welt Legion: Rund um den Globus sind über 10 Millionen Warenzeichen registriert; der moderne Mensch kommt täglich mit rund 300 Produktnamen in Berührung. Die Namenkunde zeigt sich an diesem fest im Alltag verwurzelten Sujet bislang jedoch merkwürdig desinteressiert - die offenbar vom Odium des Unanständigen umgebenen Warenzeichen werden in der akademischen Onomastik weitestgehend ignoriert. Angesichts dieser Tatsache steckt sich die vorliegende Studie das Ziel, linguistische und absatzwirtschaftliche Perspektiven zu einem "ökonymischen" Ansatz zu verknüpfen, um die schillernde Welt der Produktnamen als gleicherma en funktional geprägten wie kreativ gestalteten Bereich moderner Werbekommunikation in seinen Grundzügen zu porträtieren. Im Anschlu an eine knappe Bestandsaufnahme des Phänomens unter zeichentheoretischen Aspekten werden in einem ausführlichen synchronen Teil die Grundlagen einer gegenwartsbezogenen Produktnamen-Grammatik skizziert. Der Abschnitt zur Diachronie, der sich mit den oft verblüffend konkreten Ursprüngen von Warenzeichen und deren Veränderungen in der Zeit befa t, eröffnet eine ergänzende historische Perspektive, während das Kapitel zur Integration von Markennamen augenfällig demonstriert, auf welche vielfältige Weise das Phänomen auch im Alltagssprachgebrauch präsent ist. Am Beispiel des über Ländergrenzen hinweg betriebenen global branding wird ferner die einzelsprachenübergreifende Wirkung von Warennamen auf dem internationalen Markt analysiert; ein Blick in die 'Werkstatt der Wörterschmiede' präsentiert abschlie end die professionelle Produktnamenkreation als reizvollen Aspekt linguistischen Marketings. Eine Reihe von Illustrationen sowie eine ausführliche Bibliographie und diverse Indices runden eine Studie ab, die sich als lebendiger sprachwissenschaftlicher Beitrag zu einer Kulturgeschichte der Produktnamen versteht.
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