Nazwy górnośląskich kawiarni w orbicie kultury konsumpcyjnej

The article discusses one of the categories of marketing chrematonyms  — the names of cafés, which constitute a colourful element of the naming landscape of Upper Silesia. The analysis has several research aims: 1) discovering the naming techniques and types, 2) the presentation of structural models, 3 identifying the changes of meaning and the (con)textual functionality of linguistic units which serve as a commercial medium of evaluation. The names of cafés are presented from the perspective of cultural linguistics, sociolinguistics and pragmalinguistics, as well as the theory of semantic fields. This combined methodological approach enables the author to draw conclusions about marketing chrematonyms in the sphere of culture and language, whereas the structural-semantic analysis of the onymic description of Upper Silesian cafés reveals tendencies that confirm  the fact that naming models are created in a serial way. The material presented indicates that commercial chrematonyms belong to semantically and structurally diversified  naming categories. The structures show the repetitiveness of naming, the tendency for language internalization and the use of native material, including local dialects.