Search for: [Abstract = "The article discusses one of the categories of marketing chrematonyms — the names of cafés, whichconstitute a colourful element of the naming landscape of Upper Silesia. The analysis has severalresearch aims\: 1\) discovering the naming techniques and types, 2\) the presentation of structural models,\)3 identifying the changes of meaning and the \(con\)textual functionality of linguistic units whichserve as a commercial medium of evaluation. The names of cafés are presented from the perspectiveof cultural linguistics, sociolinguistics and pragmalinguistics, as well as the theory of semanticfields. This combined methodological approach enables the author to draw conclusions aboutmarketing chrematonyms in the sphere of culture and language, whereas the structural\-semanticanalysis of the onymic description of Upper Silesian cafés reveals tendencies that confirm the factthat naming models are created in a serial way. The material presented indicates that commercialchrematonyms belong to semantically and structurally diversified naming categories. The structuresshow the repetitiveness of naming, the tendency for language internalization and the use of nativematerial, including local dialects."]

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