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This paper aims to demonstrate the changing practice of Hungarian wine branding and wine naming. I show how the branding and naming strategies react to the recent changes in the field of wine selling and consumption in Hungary. These changes increased the importance of the front label in wine selling and, as a result, the number of creative wine names increased significantly. I adopt a combined approach of corpus and cognitive linguistics and make the following hypothesis: due to the complex function of brand and product names — i.e. to identify the product, and to catch consumers’ attention and therefore help in imprinting — branding and naming strategies are governed by the minimax principle (Berkle 1978). By providing a cognitive corpus linguistic analysis of a collection of wine names, I aim to identify newly emergent naming schemata. In doing so, I demonstrate that the increasing richness of the novel brand and product names is a result of a set of conceptual mechanisms underlying their semantic make up (Hernandez-Pérez 2013). These are: metonymy, metaphor, conceptual integration and phonological analogy.

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The Hungarian colour terms piros and vörös

A corpus and cognitive linguistic account

Acta Linguistica Hungarica
Authors: Réka Benczes and Erzsébet Tóth-Czifra

A number of studies have been written on the Hungarian colour terms piros and vörös, both denoting ‘red’, focusing on either one of the following questions: (1) disambiguating the meanings of the two terms; or (2) their status in Hungarian as basic colour terms. The present paper attempts to resolve these issues in one go by adopting a combined approach of corpus and cognitive linguistics. The paper makes the following three hypotheses: (1) as vörös had more time to undergo idiomatization, there will be significant differences and systematic trends between the type/token ratios of the two terms; (2) piros is a more generic term used for a larger and looser range of concepts, while vörös is associated with a more limited range of concepts; and (3) piros is mostly used in its primary, literal sense, while vörös is more inclined to be used in a figurative sense. After a thorough corpus and cognitive linguistic analysis of data extracted from the updated Hungarian National Corpus, the paper comes to the general conclusion that vörös is not a basic colour term of Hungarian.

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