Phraseonymie: Die Phraseologie im Dienste französischer Ergonyme

Résumé

The present study is intended to contribute to a deeper insight in the field of nomination for commercial purposes by means of phraseological units. The article focusses on French names of restaurants and stores, which can be considered at the intersection of brand names, as they have much in common with their functions, and names of settlements. The investigation reveals that phrasemes are not only widely used in advertising in general, but that their occurrence in nomination deserves more attention. These reflections lead us to the term of “phraseonymy”, a phenomenon that ought to be studied at a larger scale, including other romance languages and also considering the recipient’s perspective.