Nomi astratti che diventano nomi propri nel contesto dei messaggi pubblicitari

We can find in products branding a relevant context for some linguistic observations about names. We focused in particular on proper names which are in origin abstract nouns, such as Accès, Prestige, Caresse, and so on. In the context of advertising messages such names may be considered in themselves rhetorical devices on the following grounds: (1) Due to the semantic structure of names, they convey a strong indication to the relevance of their referent (the product) and to its individuability; (2) As abstract nouns, they tend to express in the most open way their predicative content, so that the customer can not avoid understanding their meaning; (3) As abstract nouns and predicates, again, they involve the customer to play a role in the situation they represent (e.g.: Caresse - the product caresses the customer). A corpus of relevant examples is discussed.