Leksyka religijna jako wartościujący komponent chrematonimii marketingowej

Abstract

The object of the article are the valuating connotations evoked by marketing nomination in-cluding in their base the lexemes from the semantic field of religion (religia). The selected cate-gory of marketing chrematonyms having in their base the religious components of sacrum and profanum sphere shows that these indicators were used by the creators as persuasive valuating operators, inscribing these names into the consumptional Polish language repertoire. The selected category of onyms was described from the cultural and marketing linguistics perspective, consid-ering the marketing context of creating aritficial relations between values, culture and media. This analysis enables the author to indicate the specified structural models (including serial), to select peculiar word combinations (collocations) which serve nomination valuating and to specify the role of meaning field of their structural components.