---
_id: '27046'
abstract:
- lang: eng
  text: Brand names are a common part of the everyday consumer environment, and can
    be found on countless visual surfaces such as food packaging. A key characteristic
    of brand names is their fixed design. Many brand names owe their linguistic form
    to units that originally did not constitute proper names. They developed into
    brand names through complex sub-processes of what is commonly referred to as onymisation.
    These processes include semantic, morphological and phonological/graphemic changes.
    The aim of this paper is to explore how the specific typographic design of a brand
    name can be an additional indicator in its process of onymisation. After clarifying
    the concepts of onymisation and typographic design, an extended multimodal construction
    model is presented. The basis of the paper is an analysis of a corpus of image
    data comprising more than 600 photographs of food packaging. In order to get a
    first impression of how the multimodal constructions of brand names could look,
    an omission test following a suggestion by Ziem (2017) is applied to the data.
author:
- first_name: Alexander
  full_name: Dübbert, Alexander
  id: '44613'
  last_name: Dübbert
  orcid: 0009-0002-4063-801X
citation:
  ama: Dübbert A. Brand names as multimodal constructions. On the role of typography
    as an additional indicator of onymisation. <i>Linguistics Vanguard</i>. 2021;7(1):1-11.
    doi:<a href="https://doi.org/10.1515/lingvan-2020-0058">10.1515/lingvan-2020-0058</a>
  apa: Dübbert, A. (2021). Brand names as multimodal constructions. On the role of
    typography as an additional indicator of onymisation. <i>Linguistics Vanguard</i>,
    <i>7</i>(1), 1–11. <a href="https://doi.org/10.1515/lingvan-2020-0058">https://doi.org/10.1515/lingvan-2020-0058</a>
  bibtex: '@article{Dübbert_2021, title={Brand names as multimodal constructions.
    On the role of typography as an additional indicator of onymisation.}, volume={7},
    DOI={<a href="https://doi.org/10.1515/lingvan-2020-0058">10.1515/lingvan-2020-0058</a>},
    number={1}, journal={Linguistics Vanguard}, publisher={de Gruyter}, author={Dübbert,
    Alexander}, year={2021}, pages={1–11} }'
  chicago: 'Dübbert, Alexander. “Brand Names as Multimodal Constructions. On the Role
    of Typography as an Additional Indicator of Onymisation.” <i>Linguistics Vanguard</i>
    7, no. 1 (2021): 1–11. <a href="https://doi.org/10.1515/lingvan-2020-0058">https://doi.org/10.1515/lingvan-2020-0058</a>.'
  ieee: 'A. Dübbert, “Brand names as multimodal constructions. On the role of typography
    as an additional indicator of onymisation.,” <i>Linguistics Vanguard</i>, vol.
    7, no. 1, pp. 1–11, 2021, doi: <a href="https://doi.org/10.1515/lingvan-2020-0058">10.1515/lingvan-2020-0058</a>.'
  mla: Dübbert, Alexander. “Brand Names as Multimodal Constructions. On the Role of
    Typography as an Additional Indicator of Onymisation.” <i>Linguistics Vanguard</i>,
    vol. 7, no. 1, de Gruyter, 2021, pp. 1–11, doi:<a href="https://doi.org/10.1515/lingvan-2020-0058">10.1515/lingvan-2020-0058</a>.
  short: A. Dübbert, Linguistics Vanguard 7 (2021) 1–11.
date_created: 2021-11-02T08:40:10Z
date_updated: 2025-03-05T09:40:56Z
department:
- _id: '115'
doi: 10.1515/lingvan-2020-0058
intvolume: '         7'
issue: '1'
language:
- iso: eng
main_file_link:
- url: https://www.degruyter.com/document/doi/10.1515/lingvan-2020-0058/html
page: 1-11
publication: Linguistics Vanguard
publication_identifier:
  issn:
  - 2199-174X
publication_status: published
publisher: de Gruyter
quality_controlled: '1'
status: public
title: Brand names as multimodal constructions. On the role of typography as an additional
  indicator of onymisation.
type: journal_article
user_id: '44613'
volume: 7
year: '2021'
...