Bakgrund: Vikten av att välja ett varumärkesnamn är stor. I marknadsföringslitteraturen finns det riktlinjer kring hur ett bra namn ska vara. Trots detta finns det ingen klarhet i hur riktlinjerna bör användas eller hur ett varumärkesnamnförslag faktiskt genereras. Problemformulering: Hur genereras ett meningsfullt och minnesvärt varumärkesnamn? Syfte: Att öka förståelsen för hur ett meningsfullt och minnesvärt varumärkesnamn kan genereras, genom att en namngenereringsmodell presenteras och utvärderas. Avgränsning: Rapporten avgränsas från teori som handlar om att sammankoppla flera varumärken som exempelvis teorier kring varumärkesutvidgning och varumärkesportfölj behandlar.   Metod: En deduktivforskningsdesign grundad på teorier kopplat till namngivning, vilka hämtades från både marknadsföringslitteratur och språkvetenskapslitteratur, och sedan samanställdes i en egen skapad modell. För att kunna testa teorin gjordes kvalitativa intervjuer med fyra respondenter som alla hade utfört varumärkesnamngivning, varav två med titeln namngivningskonsult. Slutsats: Modellen kan summeras vid att det finns två sträckor att ta sig över, den första ger fokus vid generering av betydelsefulla begrepp. På mitten av första sträckan finns delen semantisk mening innehållande en mängd underpunkter som kan användas för att generera betydelsefulla ord. Den andra sträckan ger fokus vid att modifiera begreppen för att skapa ett särskiljande namnförslag. På mitten av den andra sträckan finns delarna ljudsymbolism och minnesvärdhet, vilka innehåller sina egna underpunkter, som kan användas för att modifiera betydelseorden till förslag på varumärkesnamn på ett meningsfullt och minnesvärt sätt. De flesta punkterna inom delarna kan bekräftas men det finns vissa tveksamheter och kritiska punkter. / Background: The choice of a brand name is important. In the marketing literature there are guidelines to follow when creating a name, but it’s not clear how they shall be used.  Research question: How can a meaningful and memorable brand name be created? Purpose: To increase the understanding of how a meaningful and memorable brand name can be generated, by presentation and evaluation of a model for brand name creation.  Delimitations: The report does not take theories that involve linking brand names together, such as brand extension and brand portfolio, into account. Methodology: A deductive research design were an own brand name generation model, which was created and combined by theories from marketing literature and linguistics literature, was tested. Qualitative interviews were conducted with four respondents which all had experience from naming brands, which of two were naming consultants. The model was then tested against the data. Conclusion: The model can be summed up with two sections to cross, the first focuses on generating meaningful concepts. In the middle of the first section there is a step called semantic meaning, which contains a list of points that can be used to generate significant words. The second section provides focus on modifying concepts to generate distinctive name suggestions. In the middle of this second section there are two different steps, which are sound symbolism and memorability, with each have there own list with points which can be used to modify the meaningful concepts to brand name proposals. Most points can be confirmed in the test, but there are also some critical steps and points.

Vidas secas is a novel in which the theme of the drought, being a leading point in the narrative, is not restricted to the idea of drought as a natural phenomenon. In the various spheres of this work (space, time, characters, language), the same feeling of need is maintained. Fabiano and his family, bereft of the necessary means (for a decent survival), are unable to change their reality in a material way, remaining only the power to resist both to the aggressiveness of nature and of the society that oppresses them. Our aim in this work is investigating the value that language, which is one of the concerns of the novel, takes in the book. Constituted of body gestures, inarticulate guttural sounds and of the imitation of noises found in nature, the language that Fabiano s family possesses, which is relatively efficient in the family domain, is not satisfactory in a kind of society whose values are structured upon the written language, from where the sertanejo , apart of the process of literacy and, consequently, of the share of goods derived from such condition of literacy, is rejected and taken to a state of social and geographical isolation. However, although their language is a reason for their social failure , it can, nevertheless, be converted into a place of symbolical resistance and indirect and silent fight against oppressive forces, since it allows individuals to re-signify the world by the power of naming, a linguistic strategy that, being present in the biblical myth of Adam s language which allowed the conclusion of God s creation in terms of naming creatures makes itself historically concrete through a percepção primordial directed to the language (BENJAMIN, 1984, 1992). Making use of this power, the characters of Vidas secas convert the language into a space of questioning reality and a privileged stage towards a symbolical transformation of the world through poetic language, which allows us to comprehend this novel as a romance de tensão transfigurada (BOSI, 2003). Thus, the anthropologically embedded desire of satisfying the needs and the poetic will of creating a new universe, controlled by the experience of the possible life, is compared to an epic attempt of describing reality in its coarseness and the insatisfaction of the characters, derived from living in a world which is indifferent to the ideal of homem total (FISCHER, 1976). Walter Benjamin s theory of language, the literary theory and criticism texts about Graciliano Ramos work will help us to lead this research. / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Vidas secas é um romance em que a temática da seca, constituindo uma tônica da narrativa, situa-se para além da idéia de seca como fenômeno natural. Nos diversos planos de que se faz essa obra espaço, tempo, personagens, linguagem , vigora a mesma economia de recursos denunciadora do estado geral de carência. Fabiano e sua família, sem os meios necessários, mostram-se incapazes de transformar materialmente essa realidade, restando-lhes apenas a força para resistir à hostilidade natural e social que os oprime. Nosso objetivo é investigar o valor que a linguagem um dos focos de atenção do romance assume nesse cenário. Feita de gestos com o corpo, da produção de sons guturais inarticulados e da imitação dos barulhos da natureza, a linguagem do grupo encabeçado pelo vaqueiro, sendo relativamente eficiente no âmbito familiar, impede que a família seja ouvida num modelo de sociedade assentado sob o império da linguagem escrita, de onde o sertanejo, à margem do processo de letramento e, conseqüentemente, da partilha dos bens advindos dessa condição, é excluído e levado a um estado de isolamento social e geográfico. Todavia, sendo causa de fracasso social, a linguagem dessas personagens pode se converter em lugar de resistência simbólica e enfrentamento indireto e silencioso das forças opressoras, sobretudo porque nela reside a capacidade de os sujeitos re-significarem o mundo pelo poder de nomear, estratégia lingüística que, estando presente no mito bíblico da linguagem adamítica a qual completou, pela nomeação dos seres, a criação de Deus , atualiza-se na história por meio de uma percepção primordial lançada sobre a linguagem (BENJAMIN, 1984, 1992). Valendo-se desse apanágio lingüístico, as personagens de Vidas secas fazem da linguagem espaço de questionamento do real e palco privilegiado para a transformação simbólica do mundo por meio da poesia, o que nos permite compreender Vidas secas como um romance de tensão transfigurada (BOSI, 2003). Assim, à tentativa épica de descrever a realidade na sua rudeza e à insatisfação das personagens gerada pelo estar num mundo indiferente ao ideal de homem total (FISCHER, 1976), contrapõem-se, como forma de resistência, o desejo antropologicamente radicado de satisfazer as carências e a vontade poética de fundar um universo novo, regido pela experiência da vida possível. A teoria da linguagem de Walter Benjamin, de cunho mítico-filosófico, unida à teoria literária e às reflexões da fortuna crítica de Graciliano Ramos, ajudar-nos-á na compreensão do nosso objeto.

In Scandinavian languages there are many popular bird names, most of which have been recorded in the dialect archives in the Nordic countries. The thesis concentrates on the bird names for snipes, i.e. the common snipe, the great snipe, the jacksnipe and the woodcook, in all approx. 330 different names. Some of these are recognized throughout Scandinavia, while others are only sparsely confirmed in single dialects. An especially large number of names refer to the common snipe, mainly due to its typical vibrating sound. Since the sound resembles a certain unobtrusive whinny from a horse or bleat from a goat or a sheep, many of the names contain words associating to these animals. Names describing a creaking sound mostly refer to the woodcock. Fairly common are names describing the protruding beak, a characteristic feature of all snipes. In order to give a complete semantic and etymological picture, all words forming part of the names have been identified and sorted by category, i.e. words indicating a common implicit meaning. The categories in turn have been divided into two main groups: words describing different sounds, and words describing visual impressions. In addition, names describing popular beliefs and those transferred from other bird species are presented. Factors that influence origin, formation, existence and development of bird names have been considered. With the etymological discussion forming the necessary background, ethnological aswell as cultural influences complete the picture of the naming process. Man's need for identification and classification of phenomena in his environment as well as the presence vs. lack of affect are important factors in the process. As is shown, a striking sound along with a particular appearence has inspired many affected popular names, while scientific names largely refer to visual, non-affected impressions. Due to man's present lack of everyday connection with nature many of the popular bird names presented are no longer in use. However, some of the names prove to be fairly young, which shows that the process of popular classification and naming is still a functioning part of our language and culture. / <p>Doktorsavhandling vid Uppsala universitet, 1996.</p>

Les rapports complexes à l’étranger sont particulièrement constitutifs de notre histoire sociale et politique aussi bien à l’époque de la colonisation portugaise qu’après l’indépendance, quand les flux d'immigration vers le Brésil se sont intensifiés. Ce travail de thèse inscrit dans la perspective théorique de l’analyse du discours vise à comprendre quels sens ont été produits pour l’immigrant et l’immigration dans l’état de Sao Paulo à partir de la seconde moitié du XIXe siècle, puisque ces sens sont inséparables des politiques nationales d’immigration. Nous analysons les processus de signification du sujet immigrant et, dans le même mouvement de sens, du Brésilien, dans des discours institutionnels de/sur l’immigration textualisés dans des articles de dictionnaires de langue portugaise, dans des périodiques français, dans des rapports produits par des organismes publics responsables de l’immigration et dans l’ancienne collection du Mémorial de l’Immigrant/Musée de l’Immigration de l’état de Sao Paulo. Quand nous traitons les discours produits dans ces cadres différents, nous pensons la langue comme une institution qui fonctionne discoursivement en stabilisant des sens, en produisant des régions de signification pour le sujet dans l’espace et dans une formation sociale donnée.Comme les institutions produisent des archives, c’est-à-dire, une mémoire institutionnelle,nous analysons comment les projections imaginaires pour l’immigrant et l’immigration recouvrent des sens déjà-dits sur l’histoire sociale du Brésil. Notre conclusion souligne que le sens d’immigrant ne cesse de glisser et que les mots « immigrant » et« immigration », en tant qu’effet du discours et investis du politique, ne se réfèrent pas à des univers sémantiques logiquement stabilisés, car, dans le processus politique et social de partage des espaces, le sujet peut être désigné/signifié comme étranger en son propre pays. / The complex relations with the foreigner are particularly constitutive of our social andpolitical history, whether during the Portuguese colonization or after gaining independence (1822), when flows of immigrants to Brazil intensified. This thesis work,written from the theoretical perspective of discourse analysis, aims to understand what meanings were produced for the immigrant and immigration in São Paulo state,considering that in the second half of the 19th century these meanings are not detached from the national immigration policies. We have analyzed the significance of the immigrant and, in the same way, the significance of the Brazilian, in the discourses of / on immigration textualized in entries of Portuguese language dictionaries, French newspapers, reports produced by government agencies responsible for immigration, and the former collection of the Immigrant Memorial/Immigration Museum in São Paulostate. In addressing the discourses produced by the highlighted institutions, we think of language as an institution that works discursively, giving a sense of stability, and producing regions of significance for the subject in the space in a determined social formation. Considering that the institutions produce archive, i.e., institutional memory, weanalyze how the imaginary projections for the immigrant and immigration overlie thesense of the Brazilian social history. We conclude by observing that the sense for the immigrant is always shifting, the words "immigrant" and "immigration" as an effect of discourse and invested with the politics do not refer to logically stabilized semantic universes, so the subject, in the political and social process of sharing spaces, may beclassified as a foreigner in his own country. / As complexas relações com o estrangeiro são constitutivas de nossa história social epolítica de modo particular, seja no período da colonização portuguesa, seja após a Independência (1822), quando se intensificaram os fluxos de imigrantes para o Brasil.Este trabalho de tese, inscrito na perspectiva teórica da Análise de Discurso, visa compreender quais sentidos foram produzidos para o imigrante e a imigração no Estadode São Paulo, considerando que na segunda metade do século XIX estes sentidos não se desvinculam das políticas nacionais de imigração. Analisamos os processos designificação do sujeito imigrante e, no mesmo movimento de sentidos, do brasileiro, em discursos da/sobre a imigração textualizados em verbetes de dicionários de língua portuguesa, periódicos franceses, relatórios produzidos por órgãos públicos responsáveis pela imigração e o antigo acervo do Memorial do Imigrante/Museu da Imigração doEstado de São Paulo. Ao tratarmos dos discursos produzidos pelas diversas instituições destacadas, pensamos a língua como instituição que funciona, discursivamente,estabilizando sentidos, produzindo regiões de significância para o sujeito no espaço numaformação social dada. Considerando que as instituições produzem arquivo, ou seja,memória institucional, analisamos como as projeções imaginárias para o imigrante e aimigração recobrem sentidos já-ditos sobre a história social brasileira. Concluímos observando que o sentido de imigrante sempre desliza, as palavras “imigrante” e“imigração” enquanto efeito de discurso e investida do político não referem universos semânticos logicamente estabilizados, podendo o sujeito, no processo político e social departilha dos espaços ser denominado/significado estrangeiro no seu próprio país.

Nicknames have been analysed, recorded and processed in many diverse ways by different languages, scholars and communities. In Zulu, many works of similar type have all been the size of an article up until 1999. This research on the subject is one of the first done in this depth. Nicknames form part of a Zulu person's daily life. They identify him/her more than the real or legal name. They shape him/her more than any other mode of address. They influence behaviour, personality, interaction based activities and the general welfare of an individual. They discipline, they praise, they mock too. Surprisingly, they are regarded as play items. They are even termed playnames (izidlaliso). But they are as serious as any item that makes an individual to be a significant figure in the community. They are unique in the sense that they stick more obstinately on the victim should he/she try to get rid of them. They are capable of staying for life. They only vanish to give others a chance to feature on the same individual. They are so poetic. A talented onomastician can tell a full story about an individual without him grabbing what is being said about him just because the story is spiced with just a single figurative nickname. They haunt the whole arena of the parts of speech in a language, especially the Zulu language. They modify the well known meaning of words into special references that paint in bright colours the character of an individual. Zulu nicknames processes visit all possible languages and adapt items from into Zuluised special terms that a capable of inheriting an onomastic status. They originate even from the most sensitive sources like people's private lives. The only challenging area about nicknames is that bearers do not want to expose them to peale who are not known to them, even if they do not fall into a category of nicknames for ridicule. Finally, nicknames have been exposed here as linguistic items that organise the community into makers and bearers, and then users of nicknames. / African Languages / D.Litt. et Phil. (African Languages)

Nicknames have been analysed, recorded and processed in many diverse ways by different languages, scholars and communities. In Zulu, many works of similar type have all been the size of an article up until 1999. This research on the subject is one of the first done in this depth. Nicknames form part of a Zulu person's daily life. They identify him/her more than the real or legal name. They shape him/her more than any other mode of address. They influence behaviour, personality, interaction based activities and the general welfare of an individual. They discipline, they praise, they mock too. Surprisingly, they are regarded as play items. They are even termed playnames (izidlaliso). But they are as serious as any item that makes an individual to be a significant figure in the community. They are unique in the sense that they stick more obstinately on the victim should he/she try to get rid of them. They are capable of staying for life. They only vanish to give others a chance to feature on the same individual. They are so poetic. A talented onomastician can tell a full story about an individual without him grabbing what is being said about him just because the story is spiced with just a single figurative nickname. They haunt the whole arena of the parts of speech in a language, especially the Zulu language. They modify the well known meaning of words into special references that paint in bright colours the character of an individual. Zulu nicknames processes visit all possible languages and adapt items from into Zuluised special terms that a capable of inheriting an onomastic status. They originate even from the most sensitive sources like people's private lives. The only challenging area about nicknames is that bearers do not want to expose them to peale who are not known to them, even if they do not fall into a category of nicknames for ridicule. Finally, nicknames have been exposed here as linguistic items that organise the community into makers and bearers, and then users of nicknames. / African Languages / D.Litt. et Phil. (African Languages)