"Dalla Fiat alla Lavazza con una sosta dolce alla Nutella...". La conoscenza dei nomi commerciali come elemento della competenza linguistica e intercu
"FROM FIAT TO LAVAZZA WITH A SWEET REST AT NUTELLA...". THE KNOWLEDGE OF COMMERCIAL PROPER NAMES AS A CONSTITUENT OF THE LINGUISTIC AND INTERCULTURAL

Summary/Abstract: This paper deals with the problem of commercial proper names as an important element of the linguistic and intercultural knowledge of foreign languages, particularly in Italian area. The author introduces some notions of the onomastics, especially certain items of its new discipline, that is the chremanomastics, which analyses diverse cultural proper names (chrematonyms), other than personal proper names (antroponyms) or names of places (toponyms), used mainly in marketing. The most interesting onomastic problems that can be explored in language teaching are: the onymization, the appellativization, new lexical formations based on chrematonyms and particular cultures, created by famous brands in national and international contexts. In the conclusion, the author points out that the “onymic competence”, for example the knowledge of commercial proper names and their cultures, forms one of the factors of the global competence in languages and creates facultative windows to understanding the past and present culture of other countries.

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