| dc.description.abstract | The article falls within the chrematonomastic research strand in which a proper name is understood to be a
utilitarian message with a pragmatic potential, one that ensues from both statutory requirements and marketing
rules. The focus is on the topic of auspicious economic entity names and especially their constituents – lexical
units that are supposed to make the name and entity stand out in the market, yet should not be misleading as to
what the company’s scope of activity is. The names of firms and premises with the mythological firmonym Hades from
various sectors (147 items) from all over Poland, sourced from Panorama Firm, a large business directory, were
examined. Quantitatively, the collated material shows that most marketing chrematonyms with this component can be
found in the funeral sector, as accounted for by the funeral and thanatological connotations the mythological
lexeme evokes by way of its cultural meaning. Much more seldom, name coiners from various sectors (incl. textile,
hotel, building, transport, automobile companies) employ the word as well, rendering firmonym-using identification
possibly difficult, misleading or nigh on impossible. | en_EN |
