Extention of the semantic field of mythonim “Odyssey” in the advertising discourse of Italy 2000–2021

Abstract

The object of this article is mythonyms that move into another class of proper names — pragmatonyms or verbal trademarks. The subject of the article was chosen mythonyms from the ancient Greek poem “The Odyssey” by Homer, which are widely used in modern advertising and commercial practice in Italy to name various products: furniture, interior items, clothing, jewelry, food, technical and medical equipment. The purpose of the article is to refute the generally accepted idea that the meaning of an onym (in our case, a mythonym) is impoverished during transonymization into a verbal trademark. The article identified mythonyms from the Odyssey that most often become pragmatonyms — Odysseus, Penelope, Polyphemus. As a result of their analysis, it was demonstrated that peripheral semes of meaning that are not relevant in the mythonym are actualized in the Italian advertising discourse of 2000-2021. Thus, the semantic field of the mythonym, functioning as a trade name, expands and enriches, and not vice versa. The article highlighted the following updated components of meaning: Odysseus — masculinity and freedom, Penelope — thriftiness and beauty, Polyphemus — creative force in the service of man. In the last mythonym, the core meaning of “the destructive power of the savage” completely changed the meaning to “civilizational power of creation”, and the vector of assessment changed. In this case, advertising discourse reflects the linguistic and cultural tendency that exists in Southern Italy to master and appropriate the symbolic space of Mediterranean culture not so much through the figure of Odysseus, but through the Sicilian Polyphemus. The study used a two-stage corpus analysis method: a continuous sample of product names to identify mythonyms from the Odyssey (68 product names) and a representative sample of products with the names Odysseus, Penelope, Polyphemus.

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