THE COMPOUNDS AND BLENDS IN BRAND NAMES OF BABY PRODUCTS

Abstract

Various word-building mechanisms are employed in the field of advertising and brand naming. This paper aims at describing several characteristics of compounding and blending in brand names of baby products. Both of these morphological processes can be utilized in creative and innovative ways to make a product’s name memorable and suggestive. Our analysis focuses on the structural, graphological and lexico-semantic features of 150 target names of baby products obtained through Internet search, pertaining to three categories: milk formulas, baby cereals and diapers. The results show that compounding and blending contribute to the distinctive character of baby products, serving different functions and evoking different associations.