Sprachliche Kreativität bei der Benennung von Friseurgeschäften in Deutschland

126 Ac a Linguis ica Li huanica LXXII (Linguis ic Ac s o he Li huanians) ROSA KOHLHEIM Bay eu h Scien i ic esea ch a eas: Names o pe sons, s ee names, li e a y onomas ics. Speech and language c ea i i y By he name o Hai d esse s in Ge many Ge man chu ch cycles, passages, and adings The anno a ion This a icle is based on he names o hai d essing shops in he elephone di ec o ies o h ee Ge man ci ies (Bambe g, Bay eu h and Regensbu g). The majo i y o adi ional names o hai d essing shops consis o a desc ip i e pa (hai d esse 's salon) and an iden i ying pa , usually he name o he owne (Helga). The new, c ea i e names a e no only aimed a iden i ying he business, bu also a inc easing i s a ac i eness by gi ing i a posi i e conno a ion (hai wunde ) and so-called "a ac o s", such as Majuskel (hai cul ), Minuskel (hai cu and mo e), F emdwö e (Hai Wo ld, La Belle F iseu ), a ious o ms o wo dplay (F iseu Haa lekin, HAIR-FORCE ONE, Fön-X, F iseu Cu , Hai d esse s-Genau). The name o he ba be shop, he s uc u e o he name, adi ional names, c ea i e names, a ac o s, o eign names, puns. The anno a ion This a icle is based on he names o hai d esse s con ained in he elephone di ec o ies o h ee Ge man ci ies (Bambe g, Bay eu h and Regensbu g). The majo i y o adi ional hai d esse s' names consis o a desc ip i e pa ( iseu salon) and an iden i ying pa , mainly he owne 's name (Helga). The new c ea i e names aim no only a iden i ying he business bu also a inc easing i s a ac i eness by coining names wi h a posi i e conno a ion (Haa wunde ) as well as by using so-called "a ac o s", e.g. capi al le e s S aipsniai A icles 127 and 127 Sp achliche K ea i i ä bei de Benennung on F iseu geschä en in Deu schland (HAARKULT), small le e s ( apunzel cu and mo e), o eign wo ds (Hai Wo ld, La Bellezza F iseu ), di e en kinds o puns (F iseu Haa lekin, HAIR-FORCE, Fön-X, F iseu Cu , F iseu s ONE-salon). KEYWORDS: name s uc u e, adi ional names, c ea i e names, a ac o s, o eign names, puns. 1. In oduc ion o he subjec The names o hai d essing shops ha e so a ha dly come in o he spo ligh o Ge man name esea ch. A pionee ing wo k in his a ea is he a icle F om he sel -concep o he hai d esse […] A ypology om he phone book by Jens Ge des om he yea 2005. A plausible eason o he lack o in e es has eme ged in ecen yea s. The p esen in es iga ion is based on he en ies o esse is , dass sp achliche K ea i i ä bei de Benennung on F iseu geschä en hai d essing shops on he "yellow pages" o he elephone di ec o ies o h ee sou he n Ge man ci ies: Bambe g, Bay eu h and Regensbu g. The names analyzed usually ha e he ollowing s uc u e: a desc ip i e pa ha iden i ies he ac i i y o he business (e.g. hai d essing shop, hai salon, salon, hai salon, hai salon, hai d esse , hai d esse ) and an iden i ying pa ha dis inguishes he espec i e business om o he businesses in he same indus y by a p ope name o a special name, occasionally also a supplemen a y pa wi h u he in o ma ion. Explana o y no es 2 Fo example, he names F iseu salon Helga (Regensbu g), F iseu Be nha d Sei z (Bay eu h), Coi eu a Josephspla z (Bay eu h), Salon Hai poin (Bay eu h), F isö Schneidepla z by Pe e Röh ig (Bambe g), F iseu s udio Nicole Doble F iseu salon (Regensbu g) can be ci ed. Howe e , his s uc u e is no igid. Fo example, he desc ip i e pa can be eplica ed he iden i ying pa (e.g. a E elyn F iseu salon in Regensbu g) 1 h p://www.gelbesei en.de/ iseu (las access 07.04.2014). Fo Bay eu h, he names o h ee new hai d essing shops (Coi eu s […] Zum goldenen Schni , Maisel Coi eu e, Cu as ophe) ha e also been aken in o accoun , which a e no ye lis ed in he elephone book. 2 In line wi h Sjöblom's (2012) desc ip ion o he s uc u e o company names, whe e i dis inguishes be ween a noun […]signi ying he business concep […] (234), an […]iden i ying[…] noun (236) and a […]supplemen a y[…] noun wi h addi ional explana ions (237) See also Sjöblom 2007: 298. ROSA KOHLHEIM 128 Ac a Linguis ica Li huanica LXXII o e en all away i he iden i ying pa clea ly indica es he na u e o he business (e.g. a Hai Wo ld in Regensbu g). 2. T adi ional Names o Ba be shops In Ge many, mos adi ional names o hai d essing shops consis o an indica ion o he ac i i y and he i s name, he amily name o he ull name o he owne 3 o , con e sely, he name o he owne and he indica ion o he ac i i y. Examples o he i s ype a e he Ba be Shop (Bambe g), he Ba be Shop Ani a (Bambe g), he Ba be Shop Schmid (Regensbu g), he Ba be Shop Jauk (Bambe g), he Ba be Shop Daniela Schmid -He a h (Bay eu h), he Ba be Shop Do is Held (Regensbu g), he Ba be Shop Sonja Seidl (Regensbu g), he Ba be Shop Alexande Mei (Regensbu g), he Ba be Shop Ing id Ma (Regensbu g), he Ba be Shop Bea (Bay eu h), he Ba be Shop Elisa (Ba bu gund) and he Ba be Shop E i (Regensbu g). seu geschä (Bay eu h), Sei z F iseu (Regensbu g), Maisel Coi eu e (Bay eu h), Mülle und Mülle F iseu be ieb (Bambe g), Olga Webe Hai s ylis (Regensbu g), These examples show ha in he desc ip i e pa o he name, we encoun e se e al di e en names o he shop whe e you ge you hai done. O en he business is e e ed o by he occupa ional name o hai d esse , which has exis ed in Ge many since he 18 h cen u y. Jh. is a es ed, e e ed o. The F ench non-lexical wo d " iseu " is a u he de elopmen o " isu e", which was used in he 17 h cen u y. Jh. abou ndl. hai d esse s om z. The e m "c aze" was o iginally used o e e o he adjus men o wigs and la e ook on he gene al meaning o "making hai " (Kluge 1995: 287; Duden 2007: 238). No able a e he names o he ype o hai d esse Do is Held, which con ain he male occupa ional name in he desc ip i e pa o he name, al hough he business owne s a e women. Howe e , hey a e aced wi h names ha pay a en ion o gende co ec ness, such as Silke Hacke , hai d esse (Bay eu h) and na u al hai d esse Sonja Seidl (Regensbu g). The la e name also poin s o a peculia i y o he business, 3 on he "yellow pages" o he elephone books o Bambe g, Bay eu h and Regensbu g he e a e also se e al en ies o "nameless" hai d essing shops, i.e. hey only show he name o he owne (e.g. B. Kellne Gab iele in Bay eu h, Schmause Robe in. Coi eu , he F ench equi alen o d . In Ge many, unlike in Swi ze land, he e m "hai d esse " belongs o he uppe le el o he language (Duden 2013: 296) and con ibu es, as in he case o Maisel Coi eu e, because o i s linguis ic o igin, o a posi i e conno a ion o he whole name ( ashion, elegance). This is Regensbu g. S aipsniai A icles 129 and 129 Sp achliche K ea i i ä bei de Benennung on F iseu geschä en in Deu schland Fo he English o eign wo d hai s ylis , once documen ed in Regensbu g, he meaning "hai d esse wi h a is ic aspi a ions" is gi en (Duden 2013: 497 .). Hai d essing is a ac ual e m ha is p obably a ely used as pa o hai d essing names because o i s sob ie y. Ve y popula , on he o he hand, is he e m hai d essing salon, which is sugges ed by he oo wo d -salon, a bo owing om he p es igious F ench language, demanding equipmen and nobili y. The sho ened o m Salon (e.g. Salon Ani a) is also used as a synonym o hai d essing salon. I is no su p ising ha he name Damensalon (e.g. Heike's Damensalon F iseu in Bambe g) is e y a e, since he o me ly common sepa a ion in Damenund He wie Egnim's He enba bie F iseu (Bay eu h) is excep ional. In he desc ip i e pa o he name, composi es also appea , which con ain in e na ionalisms such as -s udio,5 -a elie , - eam, -lounge as a base wo d and he eby gi e he espec i e business a mode n, wo ld- amous image (Tina's hai s udio, hai salon Ing id Ma , hai d essing eam Alexande Mei , Robe en iseu e inzwischen wei gehend au gehoben is . Deshalb auch ha ein Name I 's called Re ich Haa lounge. In he case o ano he adi ional ype o name, which, howe e , is a e in he ma e ial unde examina ion, he co esponding business is iden i ied by i s localiza ion. Examples o his a e Salon Sophiens aße and Coi eu a Josephspla z in Bay eu h. 3. C ea i e names o Ba be shops The c ea i e names ha ha e eme ged in ecen yea s a e no only aimed a iden i ying he hai d essing business, bu also i s a ac i eness. In ecen decades, "s udio" has become a popula keywo d in a wide a ie y o business names. In addi ion o he hai s udio, Sch eibe (1994: 166) also lis s he examples o ki chen s udio, inge nail s udio, beau y s udio, dog s udio, sun s udio. ROSA KOHLHEIM 130 Ac a Linguis ica Li huanica LXXII o be enhanced by sugges i e naming. The so-called "a ac o s" (K eme 2007: 181), i.e. De ia ions om he usual spelling, special g aphemical e ec s, o eign language exp essions and puns, an impo an ole. Ve y popula , e en in he adi ional names o hai d essing shops, is he usual use o he apos ophe be o e he geni i e s: Haubne 's hai expe ience (Bay eu h), Ulli's hai design (Bay eu h). O he "a ac o s" a e capi aliza ion o he whole name o a pa o he name (e.g. HAAR-Kul u in Regensbu g, F iseu HAARKULT, Sch amm HAAR o me and HAARideal cheap in Bambe g), in-house capi aliza ion (e.g. Emelies Lounge F iseu in Bay eu h), small capi aliza ion (e.g. Rapunzel and mo e and mo e hai cu s in Regensbu g), sepa a ion o composi e (e.g. Bu hel Haus in Bay eu h, Maxi Hai s yle […] hai s yle in Regensbu g). The new c ea i e names a e in ended, on he one hand, o highligh he pa icula cha ac e is ics o he hai d essing business and, on he o he hand, o ac i a e ce ain pe cep ions among cus ome s. Names such as HAARideal cheap and Ba be o small p ices in Bambe g a e sui able o add essing p ice-conscious cus ome s. E elyn's hai d essing salon (Regensbu g), Pe e 's hai d essing oom (Bay eu h), F iseu Riese Mein F iseu (Bambe g), Syl ia He hai d essing shop (Regensbu g) a e a eminde o he com o , he down- o-ea hness and he indi iduali y o he wo k. Hai d essing shops such as De Haa schneide and F isö Schneidepla z by Pe e Röh ig in Bambe g as well as Cu ing C ew And eas Nuissl in Bay eu h make i clea ha hei owne s a e specialized in hai cu s. Some hai d esse s do no iew hei wo k p ima ily as a c a , bu as c ea i e a (see Ge des 2005: 15). Acco dingly, hey o en e e o hei businesses wi h he In e na ionalism S udio o wi h he co esponding Ge man wo d We ks a , such as Haa we ks a in Bambe g and Haa we ks a Uschi F öhlich in Regensbu g. Names such as hai d esse Haa ision (Regensbu g), Haubne 's hai expe ience (Bay eu h), hai wonde (Regensbu g), head a hai d esse (Regensbu g), hai cul u e (Regensbu g), hai d esse HAARKULT (Bambe g), Sch amm HAAR o me (Bambe g), he s ylish hai d esse (Bay eu h) also indica e an a is ic iew o he hai d essing p o ession. Fashion-conscious cus ome s a e a ge ed by names such as Pe a Mach Haa moden (Bay eu h), Eddi Re esz F isu enmode (Regensbu g), Lau s eg (Regensbu g) and Schicke ia F iseu s udio (Regensbu g). See also 6. Fleische and Ba z (2012: 194): […]The de ian spellings a e p ima ily in he se ice o ad e ising unc ions: o a ac a en ion, o signal o iginali y and o suppo memo abili y [...][…]. See also 7. Duden (2013: 32): […]No mally, no apos ophe is placed be o e a geni i e.[…] S aipsniai A icles 131 and 131 Sp achliche K ea i i ä bei de Benennung on F iseu geschä en in Deu schland By e e ing o well-known igu es om li e a u e, he ope a ic ai y ale wo ld, a ac i e and, abo e all, well- ema kable hai s yles can be o med. The igu e o Figa o, which o iginally appea s in wo comedies by Beauma chais, became known in Ge many mainly h ough he ope as o Moza (The Wedding o Figa o, 1786) and Rossini (The Ba be o Se ille, 1816) and has since de eloped in o a deonymic name o he ba be , has ounded he ba be 's name Salon Figa o in Bambe g. In he G imm ai y ale Rapunzel, he i le cha ac e 's ex ao dina ily long, golden hai plays a e y impo an ole: she d ops i om he owe window so ha he king's son can climb up o he .8 Now he ai y ale igu e has inspi ed he hai s yles apunzel cu and mo e in Regensbu g and Rapunzel in Be lin (Ge des 2005: 17). Fo eign language exp essions play an impo an ole in he c ea i e names o hai d essing shops, as hey a e sui able o a ac ing a en ion. They also ac i a e ideas and wo lds o li e ha a e [...] closely linked o ce ain coun ies" (Fahlbusch 2011: 65). While F ance is adi ionally s e eo ypically associa ed wi h "supe b chic in hau e coi u e", oday i is " us ed o con ey hip s yles and ends in a mo e Anglophone one" (Ge des 2005: 15). This endency is also e lec ed in ou ma e ial, which mos o en con ains Englishisms om he seman ic en i onmen o hai and i s ca e.9 The names can simply be in English. Hai […] and English. Hai s yle […]F isu […] he main pu pose o he business, such as Hai by Ali F isö , Hai 12 and Hai s yle by Sabine Scholz F iseu in Bay eu h, Hai s yle Tanja Semmle , Ca menz Hai s yle Team and Maxi[…]s Hai S yle in Regensbu g, o hey con ain he English name o he business o p o ession, such as Ba be shop No. 1 (English Ba be shop […] F iseu ) in Bay eu h and Bambe g, PMd esse F iseu in Bay eu h. Wi h he help o English exp essions who should be called: Hai Beau y F iseu salon (Regensbu g), F iseu Ca ola Hai and Beau y (Regensbu g), F iseu Glamou (Bay eu h), Hai Wo ld (Regensbu g), Salon Hai poin (Bay eu h), Ulli's Hai Design (Bay eu h), Hai Finish (Bay eu h), Top Hai My F iseu (Bambe g), S yling Lounge (Bay eu h), Magic Hai Hai F iseu (Bay eu h), F iseu New Hai den auch F iseu namen gebilde , die posi i e Assozia ionen (Schönhei , Qua- li ä , Eleganz, Mode ni ä , O iginali ä ) bei de po en iellen Kundscha he - (Regensbu g), Fashion by Tanja (Regensbu g), F iseu S yles & Mo e (Bay eu h). The name See also 8. G imm's child en's and household s o ies, No. 12, 75-78. 9 In he Magdebu g egion, Anglizisms play a signi ican ly inc easing ole in he designa ion o hai d essing salons be ween 1991 and 2006 (see Be gien/Blachney 2009: 530, Fig. 1). ROSA KOHLHEIM 132 Ac a Linguis ica Li huanica LXXII (Linguis ic Ac s o he Li huanians) F ees yle de Luxe F iseu (Bay eu h) simul aneously sugges s o iginali y and uncon en ionali y and demanding and luxu ious se ice. Name o ma ions such as hai kille and Head A ack F iseu in Regensbu g a e able o a ac a en ion because o hei unusual seman ics. Wi h he name Miss Coi eu on Tou - ha 's wha a Bay eu h home hai d esse 's se ice is called - English and F ench appea side by side. C ea i e name o ma ions wi h F ench ocabula y a e a e. The ma e ial examined includes Salon Le Coi eu […] F iseu am Gabelmann and Place du Coi eu in Bambe g as well as F iseu Salon Cha man in Bay eu h. I alian and Spanish ha e once been used in Bay eu h o o m he names o hai d esse s: La Bellezza F iseu (I alian o beau y) and La G acia […] Be ina Di z (Spanish: g acia […]Anmu […]). Among he c ea i e hai s yles, hose ha con ain a play on wo ds a e pa icula ly in e es ing. Cha ac e is ic o he play on wo ds is, acco ding o Hausmann (1974: 111), he "simul aneous p esence o clea ly dis inguishable meanings", in which he ma e ial examined seeks a wi y, wi y e e ence o he ac i i y a ea o he hai d esse . This can be achie ed, o example, by g aphema ic changes while main aining he p onuncia ion: in he names Ba be Salon Haa lekin in Bay eu h and Ba be Haa lekin in Regensbu g, Ha lekin, he well-known igu e om he Commedia dell'A e, is b ough in connec ion wi h hai o hai ca e. Also based on g aphema ical changes is he play on wo ds wi h he appella i e ha mony and he hai d esse 's name Haa monie Do is F iseu e (Regensbu g) and Tina's hai d esse 's name Haa -em S udio F iseu salon HAARmonie (Bambe g) sowie das Wo spiel mi dem Appella i Ha em und (Regensbu g) and F iseu Haa em (Bambe g).11 Fo ano he echnique o wo dplay, which consis s in a sligh change in he sound o m o a wo d o a p ope name, some examples can be ound in ou ma e ial: Fo example, he appella i e season is he s a ing poin o he name-p in ing F iseu Haa eszei (Regensbu g).12 Simila ly, Ai Fo ce One, he name o he Ame ican p esiden 's plane, becomes he hai d esse 's name HAIR-FORCE ONE (Bay eu h). The name o he hai d essing shop On Hai (Bay eu h) is an adap a ion o English. 10 Haa lekin is also documen ed as he name o a Be lin hai d esse (Ge des 2005: 16), and in Finland Ha lekiini is used o exploi he simila i y o he i s syllable wi h english. hai has become he hai d esse 's name Kampaamokauppa Hai lekiini (Sjöblom 2012: 226). 11 The hai d esse names Haa monie and Haa em-F iseu a e also ound in Be lin (Ge des 2005: 16). 12 Simila o he hai d esse 's name Haa eszei en in Be lin (Ge des 2005: 16). S aipsniai A icles 133 and 133 Sp achliche K ea i i ä bei de Benennung on F iseu geschä en in Deu schland is included. In he case o Hai Line (Bambe g), in addi ion o he in ended e e ence o he hai , he e is also he simul aneous appea ance o English. ai line […]Fluggesellscha […] and English. hai line o calcula e he hai app oach. In addi ion, he e is homophony wi h d . Hai , a diminu i e o m o hai , be o e. Homophony also plays a ole in he hai s yle name Fön-X, which occu s in Bambe g, Regensbu g and Be lin (Ge des 2005: 17). On he one hand, Fön-X is homophonic wi h Phönix, he bi d o ancien Egyp ian my hology ha eju ena es in i e, on he o he hand, Fön (Fön®) is one in he 20 h cen u y. Cen u y based on d . Föhn […]wa m, d y allwind[…] is a adema k o an elec ic de ice o d ying hai wi h ho ai (Duden 2007: 229), clea ly in ela ion o he hai d essing p o ession and hai ca e. In app oxima e English p onuncia ion, he name o he hai d essing business Unicu is homophonic wi h d . Unika , bu a he same ime he i s pa o he name Uniau poin s o i s loca ion in he immedia e icini y o he Bay eu h uni e si y g ounds and he second pa o he name -cu (English o cu […]cu […]) o he main ac i i y o he ba be , hai cu ing. The la e also applies o he o iginal hai d esse 's name F iseu Cu as ophe, which in English p onuncia ion o he i s h ee le e s is homophonic wi h he appella i e ca as ophe. The adap a ion o well-known i les is a popula echnique o wo dplay. Thus, in e e ence o Rossini's ope a The Ba be o Se ille, he compose is o eso o. The F iseu name Ba bie on G unau im gleichnamigen Bay eu he S ad eil en - s anden. In de Wagne -S ad Bay eu h is es naheliegend, au ein We k des ba be 's name The Flying Englishman is no only a a ia ion o he i le o Wagne 's ope a The Flying Du chman, i also alludes o he ac ha i s owne is om England.13 Finally, some hai s yles unde go a e-analysis o lexical composi es, wi h a cons i uen being aken mo e li e ally han usual (Ge des 2005: 16). This is he case wi h he hai d esse s' salon Haa -genau (Bay eu h) and he hai d esse s' salon Haa genau (Regensbu g),14 as well as wi h he Bambe g shops Schni punk […] Die F iseu e im Sand15 and Abschni F isö . In he case o he name Coi eu s […] Zum goldenen Schni (Bay eu h), he echnical e m o he golden cu , which conce ns he ha monious di ision and a angemen o su aces in he isual a s and a chi ec u e, is ein e p e ed in he sense o […]excellen (hai ) cu […]. 13 O al communica ion 14 The hai d esse name Haa genau is also ound in Be lin (Ge des 2005: 16). 15 Schni punk is also he name o a ba be shop in Be lin (Ge des 2005: 16). ROSA KOHLHEIM 134 Ac a Linguis ica Li huanica LXXII (Linguis ic Ac s o he Li huanians) The examina ion o he names o hai d essing shops in o he Ge man ci ies will show he ex en o which ce ain names such as Haa genau, Ha monie, Haa lekin, Haa eszei , Fön-X ep esen an al eady es ablished epe oi e, he ex en o which new, o iginal names such as hai expe ience, hai ision, hai wonde , head a a e o med. LITERATUR Be gien Angelika, Blachney Anja 2009: Familiennamen und ih e Wi kung als Komponen en on Fi mennamen. – Familiennamen im Deu schen. E o schung und Nachschlagewe ke, h sg. on Ka lheinz Hengs , Die lind K üge . 1. Halbband: Deu sche Familiennamen im deu schen Sp ach aum (Onomas ica Lipsiensia 6.1). Leipzig: Leipzige Uni e si ä s e lag, 527–536. Duden 2007: Das He kun swö e buch. E ymologie de deu schen Sp ache. 4., neu bea - bei e e Au lage. Mannheim, Zü ich: Duden e lag. Duden 2013: Die deu sche Rech sch eibung. 26., öllig neu bea bei e e und e wei e e Au lage. Be lin, Mannheim, Zü ich: Duden e lag. Fahlbusch Fabian 2011: Von Haa manns Vanillin ab ik zu Sym ise, on de No d- deu schen A ine ie zu Au ubis: P inzipien des diach onen Wandels on Un e nehmens- namen. – Bei äge zu Namen o schung: Neue Folge 46, 51–80. Fleische Wol gang, Ba z I mhild 2012: Wo bildung de deu schen Gegenwa s- sp ache. 4. Au lage, öllig neubea bei e on I. Ba z und M. Sch öde . Be lin, Bos on: de G uy e . Ge des Jens 2005: Vom Selbs e s ändnis des F iseu s – Eine Typologie aus dem Tele onbuch. – IDS Sp ach epo 21/4, 15–17. G imms Kinde - und Hausmä chen. Gesammel du ch die B üde G imm, h sg. on Heinz Rölleke. Volls ändige Ausgabe au de G undlage de d i en Au lage (1837). Da ms ad : Wissenscha liche Buchgesellscha 1999. Hausmann F anz Jose 1974: S udien zu eine Linguis ik des Wo spiels. Das Wo - spiel im „Cana d enchaîné“. Tübingen: Niemeye . Kluge F ied ich 1995: E ymologisches Wö e buch de deu schen Sp ache, bea bei e on Elma Seebold. 23., e wei e e Au lage. Be lin, New Yo k: de G uy e . K eme Ludge 2007: Tendenzen de Namengebung bei deu schen Un e nehmen. – P oceedings o he 21s In e na ional Cong ess o Onomas ic Sciences, Uppsala 19–24 Au- gus 2002, ol. 3., h sg. on E a B ylla, Ma s Wahlbe g in Zusammena bei mi Rob Ren enaa . Uppsala: Ins i u e ö sp åk och olkminnen, 177–192.