FROM CABERNET SAUVIGNON TO EGRI CSILLAG: CHANGING PATTERNS IN HUNGARIAN WINE NAMING
FROM CABERNET SAUVIGNON TO EGRI CSILLAG: CHANGING PATTERNS IN HUNGARIAN WINE NAMING

Summary/Abstract: This paper aims to demonstrate the changing practice of Hungarian wine branding and wine naming. I show how the branding and naming strategies react to the recent changes in the field of wine selling and consumption in Hungary. These changes increased the importance of the front label in wine selling and, as a result, the number of creative wine names increased significantly. I adopt a combined approach of corpus and cognitive linguistics and make the following hypothesis: due to the complex function of brand and product names – i.e. to identify the product, and to catch consumers’ attention and therefore help in imprinting – branding and naming strategies are governed by the minimax principle (Berkle 1978). By providing a cognitive corpus linguistic analysis of a collection of wine names, I aim to identify newly emergent naming schemata. In doing so, I demonstrate that the increasing richness of the novel brand and product names is a result of a set of conceptual mechanisms underlying their semantic make up (Hernandez-Pérez 2013). These are: metonymy, metaphor, conceptual integration and phonological analogy.

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