Dal Drivecaffé alla Snackerina: Neoformazioni dei marchionimi italiani: tendenze a cavallo del secolo

The contribution presents some results of a research project carried out in 2009 and 2010 in cooperation with the University of Eichstätt-Ingolstadt. (Germany), funded by the Programma Vigoni/Ateneo Italo-Tedesco and the German DAAD. The object of investigation are brand names of the classes for cosmetics, food, drink and medicine registered in the years 2004 and 2008. The material was collected in an accessdatabase and analysed contrastively (Italian- German) with regard to the connotations and associations as well as the morphology of the brand names. The results are compared with those of prior studies(Cotticelli-Kurras 2007 and Ronneberger-Sibold 2007), in order to find new trends within the word formation of the respective languages. The increasing tendency towards regular and irregular neologisms in the word formation of advertising language will be in the focus of our investigation.