| Title: | Company names as euphemisms: Funeral home names in post-atheistic societies (Russian and Bulgarian examples) |
| Authors: | Sergey Goryaev, Olga Olshvang |
| Publication: | Numele și numirea. Actele Conferinței Internaționale de Onomastică. Ediția a III-a: Conventional / unconventional in onomastics, p. 691 |
| ISBN: | 978-606-543-671-8 |
| Editors: | Oliviu Felecan |
| Publisher: | Editura Mega, Editura Argonaut |
| Place: | Cluj-Napoca |
| Year: | 2015 |
| Abstract: | In the delicate sphere of funeral business a clear advertising name may be ethically unacceptable, thus leading name givers to use a euphemism. Hypothetically, the base of such a euphemism could be a religious concept, but in the present case, we deal with two societies that for decades were officially atheistic. Sometimes, the aesthetic proclivities of a name giver come into conflict with the religious point of view, e.g., with names like Avesta, Hades, Isis, Karma and Veles (after a Slavic mythological figure). In a country with a predominantly Christian (Orthodox, more precisely) culture, such names are in the wide sense unconventional. |
| Key words: | company name, ergonymy, funeral home, religion |
| Language: | English |
| Links: |  pdf |
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