Food product naming: semiotic aspect

The article is devoted to the study of semiotic aspects of food product naming and their influence on consumers' perception and choice. In a modern market saturated with a variety of offers, the product name fulfill not only the function of identification, but also creates an emotional context that awakens feelings, evokes associations. The author analyses how names can activate emotional responses, shape product identity, create new cultural narratives. The role of semiotics in this process is demonstrated by the fact that each name becomes a sign that carries not only information about the product, but also a multitude of cultural meanings. The article also looks at examples of successful naming, emphasizing how the use of metaphorical, associative elements can increase the attractiveness, competitiveness of products in the market. The authors used the following research methods: - descriptive analysis of words and expressions of food-related names in terms of their semantic properties, morphological structure and semiotic usage. - descriptive method, collection, primary analysis and presentation of vocabulary on the topic of research and their characteristics. Scientific novelty of the study: 1. The role of naming as a tool that forms not only the identity of the product, but also creates new cultural narratives, which has been studied fragmentarily so far, is emphasized. 2. A detailed analysis of the use of metaphorical and associative elements in naming is presented, which demonstrates their influence on consumers' perceptions and choices, thus expanding the existing understanding of the semiotics of food products. 3. For the first time, cross-cultural differences in the perception of product names are emphasised, illustrating how cultural codes transform attitudes towards the same products. 4 The study integrates approaches from classical semiotics, cultural studies and marketing to provide a new perspective on the interaction between sign systems, consumer behaviour.

naming, cultural values, semiotics, perception, linguoculture, emotional reactions, product identity, cultural narratives, marketing, metaphors