How Do Emotions Manifest Themselves in the Italian Non-Profit Organisations’ Names?

Abstract

The emotions’ manifestation in the onyms is not a frequent phenomenon. Although, due to the chrematonymy’s general richness, the main aim of this article is to verify how the emotions manifest themselves in the Italian non-profit organisations’ names. The analysis of more than 100 000 chrematonyms has given the opportunity to decide on which levels the Italians express their (and other’s) emotions in the non-profit organisations’ names. The expression of the emotions is realized on the grammatical, semantic, rhetorical or extralinguistic level. Another goal of this paper is to find out with what kind of linguistic instruments the emotions are expressed. Among those instruments we will observe: affixes, lexemes, metaphors, or graphic symbols that accompany a chrematonym. The research has given the opportunity to prove that the reference to the emotions in the social chrematonyms has pragmatic, social and marketing functions.