Polskie i bułgarskie firmonimy w perspektywie komunikacyjno-wizualnej
Polish and Bulgarian firmonyms from the visual communication perspective

Author(s): Patryk Borowiak
Subject(s): Language and Literature Studies, Applied Linguistics
Published by: Wydawnictwo Naukowe Uniwersytetu Adama Mickiewicza
Keywords: Design; return to things; onomastics; firmonyms; proper names
Summary/Abstract: This innovative publication on Polish and Bulgarian chrematonymy presents the way firmonyms functioned on signboards - visual carriers of information and advertising - in Polish and Bulgarian cities (e.g. Warsaw, Sofia, Poznań, Plovdiv) in 2016-2019. The author is particularly interested in signboards with the names of gastronomic establishments, which constitute both an extremely numerous, diverse and distinctive element of the urban landscape. The choice of names was based equally on professional competence and the research interests of the author, who analysed not only the firmonyms as such but also their design, drawing attention to the fact that the name and the medium on which it is presented condition and complement each other. The author also highlights the importance of the different alphabets in Polish and Bulgarian names, which affects the way the content of firmonyms is received. The book also presents similarities and differences in the creation and design of signboards (certain trends in Poland and Bulgaria are presented), as well as differences in how they are perceived by viewers.

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