Polskie i bułgarskie firmonimy w perspektywie komunikacyjno-wizualnej
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Warszawa
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An innovative publication in the field of Polish and Bulgarian chrematonymy presents the functioning of firmonyms on signboards - visual carriers of information and advertising - in Polish and Bulgarian cities (including Warsaw, Sofia, Poznan, Plovdiv) in 2016-2019. The author was especially interested in signboards with the names of gastronomic establishments, constituting a very numerous, as well as diverse and distinctive element of the city landscape. The basis for the choice of nomenclature was both professional competence and research interests of the author, who analyzed not only firmonyms as such, but also their design, paying attention to the fact that the name and the medium on which it was presented mutually condition and complement each other. The author also points to the importance of the difference in alphabets in the case of Polish and Bulgarian names, which affects the reception of the content contained in the firmonym. The book also presents the similarities and differences in the creation and design of signs (specific trends in Poland and Bulgaria are shown) and differences in their perception by recipients.
