Arbor mundi in the Names of Catering Establishments

Komu god da je namijenjen lokal – širokoj publici ili samo određenoj potrošačkoj kategoriji (studentima tanka novčanika, imućnim klijentima srednje dobi, turistima na odmoru itd.) – njegov se naziv često nastoji uskladiti sa simboličko-vrijednosnim sustavom potencijalne klijentele. Stoga se u takve nazive ugrađuje simbolika koja anticipira određene društvene vrijednosti, prilagođava se pretpostavljenom ukusu i identitetu klijenata. Upravo od te pretpostavke polazi ovaj rad, kojega je cilj da na temelju analize naziva ugostiteljskih objekata u Hrvatskoj dadne uvid u društvene vrijednosne strukture i kulturne modele što ih ti nazivi evociraju. Iako reklamni nazivi, po naravi stvari, ne mogu dati kompletnu sliku kulture, oni dobro pokazuju kako iz motrišta naše kulture izgleda poželjan svijet. Kao što je pokazala analiza, glavni atributi poželjnoga svijeta jesu: a) prisnost i sigurnost, što se očituje u učestalom korištenju “topofilijske” semantike u reklamnim imenima; b) mir i spokoj zaštićenog utočišta u prirodi, što se ostvaruje uporabom semantike “rajskoga vrta”; c) bogatstvo, sjaj, raskoš kojih se visoka aksiološka pozicioniranost izražava u učestalom referiranju na drago kamenje i zlato te svjetske metropole; d) nebesko i veličanstveno – njihov visoki status prepoznajemo u uporabi imena olimpskih bogova, svetaca i zvijezda; e) elitnost i prestiž kojih se visoki status manifestira u simbolici vezanoj uz moć i pobjedu. U nazivima lokala često prepoznajemo tendenciju prema eskapizmu – želji za bijegom iz svakodnevice u drugačiji (čaroban) svijet. Ta se tendencija očituje, među ostalim, i u učestalom korištenju likova iz svijeta fikcije – bajki, književnih djela, animiranih filmova. Ukratko, svijet koji proizvode reklamni nazivi ugostiteljskih lokala jest svijet bez smeća i zla. Taj je svijet prijateljski i siguran, plav i lagodan, bez teškoga rada. S obzirom na to da nazivi lokala često sadrže posredovana (intertesktualna i intermedijalna) značenja, u njima se odražava (auto)referencijalnost kulture. S obzirom na to da su lokali okrenuti različitoj publici, u njihovim se nazivima očituje kulturna polifoničnost prostora.No matter for whom a café or bar is intended – for the general public or for a given consumer category (students with thin wallets, rich middle-age clients, tourists on vacations, etc.) – there are often attempts to harmonize its name with the symbolic value systems of potential clients. For that reason, symbols are imputed into such names, which anticipate social values and conform to the assumed tastes and identities of clients. This is precisely the hypothesis of this paper, the aim of which was to analize the names of catering establishments in Croatia and on the basis of this gain insight into the value structures and cultural models that such names evoke. Although advertising names, in the nature of things, cannot give a full picture of culture, they can quite well indicate, from the perspective of our culture, the image of what is seen as a desirable world. As the analysis showed, the main traits of a desirable world are: a) intimacy and security, shown by the use of “topophile” semantics in advertising names; b) peace and tranquility of a protected haven in nature, created through the use of semantics of the “the garden of Eden” type; c) wealth, glitter, lavishness, highly axiologically positioned through frequent references to jewels, gold and world metropola; d) heavenliness and greatness – their high status can be recognized in the use of names of gods from Olympus, saints and stars; e) eliteness and prestige, manifested in symbols associated with power and victory. In the names of cafés and bars we can se a tendency towards escapism – a desire to run from everyday life into another (magical) world. This tendency shows itself, inter alia, also in the use of personages taken from the world of fiction – fairy tales, literature, animated films. In short, the world constructed through advertising names of catering establishments is a world without trash and evil. This world is friendly and secure, tranquil and easy, it is a world without hard work. Since the names of cafés and bars often contain a mediated significance (intertextual and intermedial), they reflect the (auto)references of a culture. Given that such establishments are directed towards various types of clients, their names indicate the cultural polyphony of an area