Toponymie pohraničí jako kulturní dědictví a názvy viničních tratí jako nástroj reklamy a marketingu

Title in English The toponymy of the frontier as cultural heritage and names of vineyard tracks as a tool of advertising and marketing
Authors

BOHÁČOVÁ Michaela

Type Chapter of a book
MU Faculty or unit

Faculty of Arts

Citation
Description The chapter concerns two topics: 1) The first, more general one is linked to the issue whether geographical names in the frontier regions may be considered cultural heritage, with the current toponymy originating after the second world war, and thus lacking the continuity typical of other parts of our country. It reflects upon the approach to anoikonyms at the beginning of the questionnaire campaign, from which the toponymy of the regions with the German majority (the situation taken into account being that of 1930) was excluded, and upon the differences between the frontier toponymy and the toponymy of the rest of the country. It enumerates reasons why the frontier toponymy cannot be excluded from cultural heritage. 2) The second topic concerns a particular phenomenon of a specific usage of toponyms in the vocabulary of viticulture, namely in names of vineyard tracks. This group of anoikonyms depends on the official sphere, as names of vineyard tracks are an obligatory item of information given on the etiquettes of quality wines and of quality wines with special attributes, the form of it being prescribed in the applicable ordinance. Names of vineyard tracks thus form a part of the names of commercial products, and the analysis will focus on how promotion and marketing are made use of in them.
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