ROSA KOHLHEIM

Bayreuth

Research areas:

Personal names, street names, literary onomastics.

LINGUISTIC CREATIVITY IN THE NAMING OF HAIRDRESSING BUSINESSES IN GERMANY

Ingenuity in the naming of hairdressing salons in Germany

ABSTRACT

This article is based on the names of hairdressing businesses listed in the telephone directories of three German cities (Bamberg, Bayreuth and Regensburg). Most traditional names of hairdressing businesses consist of a descriptive element (Friseursalon) and an identifying element, usually the proprietor’s name (Helga). The new, creative names seek not only to identify the business, but also to increase its attractiveness by coining positively connoted names (Haarwunder) and employing so-called “attractors,” e.g. uppercase letters (HAARKULT), lowercase letters (rapunzel schnitt und mehr), foreign words (Hair World, La Bellezza Friseur), and various forms of wordplay (Friseur Haarlekin, HAIR-FORCE ONE, Fön-X, Friseur Cutastrophe, Friseursalon Haar-genau).

KEYWORDS: hairdressing business names, name structure, traditional names, creative names, attractors, foreign names, wordplay.

ANNOTATION

This article is based on the names of hairdressers contained in the telephone directories of three German cities (Bamberg, Bayreuth and Regensburg). The majority of traditional hairdressers’ names consists of a descriptive part (Friseursalon) and an identifying part, mainly the owner’s name (Helga). The new creative names aim not only at identifying the business but also at increasing its attractiveness by coining names with a positive connotation (Haarwunder) as well as by using so-called “attractors”, e.g. capital

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capital letters (HAARKULT), lowercase letters (rapunzel schnitt und mehr), foreign words (Hair World, La Bellezza Friseur), different kinds of puns (Friseur Haarlekin, HAIR-FORCE ONE, Fön-X, Friseur Cutastrophe, Friseursalon Haar-genau).

K E Y W O R D S: name structure, traditional names, creative names, attractors, foreign names, puns.

1. INTRODUCTION

The names of hairdressing businesses have so far attracted little attention in German onomastic research. A pioneering study in this field is Jens Gerdes’s 2005 article Vom Selbstverständnis des Friseurs – Eine Typologie aus dem Telefonbuch. A plausible reason for this lack of interest is that linguistic creativity in naming hairdressing businesses has only emerged in recent years.

This study is based on entries for hairdressing businesses in the “Yellow Pages” of the telephone directories of three southern German cities: Bamberg, Bayreuth, and Regensburg.¹

The names analyzed generally have the following structure: a descriptive part identifying the business’s activity (e.g. hairdresser’s, hair salon, salon, hairdressing studio, hair studio, hairdresser, coiffeur), and an identifying part that distinguishes the particular business from others in the same industry by means of a proper name or a distinctive name formation; occasionally, there is also a supplementary part containing further information or explanations.² Examples include the names Friseursalon Helga (Regensburg), Friseur Bernhard Seitz (Bayreuth), Coiffeur am Josephsplatz (Bayreuth), Salon Hairpoint (Bayreuth), Frisör Schneideplatz von Peter Röhrig (Bamberg), and Friseurstudio Nicole Dobler Friseursalon (Regensburg). However, this structure is not rigid. For example, the descriptive part may follow the identifying part (e.g. Evelyn Friseursalon in Regensburg).

¹ http://www.gelbeseiten.de/friseur (last accessed 07.04.2014). The names of three new hairdressing businesses in Bayreuth (Coiffeurs – Zum goldenen Schnitt, Maisel Coiffeure, Cutastrophe) were also included, although they are not yet listed in the telephone directory consulted.

² In Anlehnung an Sjöbloms (2012) Beschreibung der Struktur von Unternehmensnamen, wobei sie zwischen einem Namensteil „signifying the business concept“ (234), einem „identifying“ Namensteil (236) und einem „supplementary“ Namensteil mit zusätzlichen Erklärungen (237) unterscheidet. Vgl. auch Sjöblom 2007: 298.

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or even omitted if the identifying part makes the type of business clear (e.g. Hair World in Regensburg).

2. TRADITIONAL NAMES OF HAIRDRESSING BUSINESSES

In Germany, most traditional names of hairdressing businesses consist of an indication of the occupation and the owner’s first name, surname, or full name³, or, conversely, the owner’s name followed by an indication of the occupation. Examples of the first type are Friseursalon Petra (Bamberg), Salon Anita (Bamberg), Friseur Schmid (Regensburg), Friseursalon Jauk (Bamberg), Friseursalon Daniela Schmidt-Herath (Bayreuth), Friseur Doris Held (Regensburg), Naturfrisörin Sonja Seidl (Regensburg), Friseurteam Alexander Meir (Regensburg), Frisurenatelier Ingrid Matt (Regensburg); examples of the second type are Bea’s Friseursalon (Bayreuth), Elisa Frisörsalon (Bamberg), Evi’s Frisiersalon (Regensburg), Tina’s Haarstudio (Regensburg), Peter’s Frisierstube (Bayreuth), Nussmann Friseursalon (Bayreuth), Blindzellner Friseurgeschäft (Bayreuth), Seitz Friseur (Regensburg), Maisel Coiffeure (Bayreuth), Müller und Müller Friseurbetrieb (Bamberg), Olga Weber Hairstylist (Regensburg), Robert Rettich Haarlounge (Regensburg).

These examples make clear that in the descriptive part of names we encounter several different terms for the business where one has one’s hair done. The occupation name Friseur, attested in Germany since the 18th century, is frequently used to refer to the business. The word Friseur, which is not lexicalized in French, is a development of frisieren, borrowed in the 17th century via Dutch friseren from French friser ‘to curl’, originally denoting the arranging of wigs and later acquiring the general meaning ‘to do someone’s hair’ (Kluge 1995: 287; Duden 2007: 238). Names of the type Friseur Doris Held are noteworthy: the descriptive part of the name contains the masculine occupational term, even though the business owners are women. By contrast, however, there are names that observe gender-inclusive language, such as Silke Hacker Friseurmeisterin (Bayreuth) and Naturfrisörin Sonja Seidl (Regensburg). The latter name also points to a distinctive feature of the business,

³ The “Yellow Pages” of the telephone directories for Bamberg, Bayreuth, and Regensburg also contain several listings for “nameless” hairdressing businesses, i.e. they give only the owner’s name (e.g. Kellner Gabriele in Bayreuth, Schmauser Robert in Regensburg).

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namely, that natural products are used here for hair care. Coiffeur, the French equivalent of German Friseur, belongs in Germany—unlike in Switzerland—to an elevated register (Duden 2013: 296) and, as in Maisel Coiffeure, contributes to a positive connotation of the name as a whole (fashion, elegance) because of its linguistic origin. The English loanword Hairstylist, documented once in Regensburg, is defined as ‘a hairdresser with an artistic flair’ (Duden 2013: 497f.). Friseurgeschäft is a matter-of-fact term, which, probably because of its prosaic character, occurs rather rarely as a component of hairdressing-business names. By contrast, the term Friseursalon⁴ is very popular; its head, -salon, a borrowing from French, the language of prestige, suggests sophisticated furnishings and refinement. The shortened form Salon is also found as a synonym for Friseursalon (e.g. Salon Anita). It is not surprising that the term Damensalon (e.g. Heike’s Damensalon Friseur in Bamberg) is encountered only very rarely, since the formerly common separation into women’s and men’s hairdressing salons has by now largely disappeared. This is also why a name such as Egnim’s Herrenbarbier Friseur (Bayreuth) is exceptional. The descriptive part of names also contains compounds with internationalisms as their head, such as –studio⁵, –atelier, –team, –lounge, thereby giving the respective business a modern, cosmopolitan image (Tina’s Haarstudio, Frisurenatelier Ingrid Matt, Friseurteam Alexander Meir, Robert Rettich Haarlounge).

In another traditional type of name, which occurs only rarely in the material examined, the business is identified by its location. Examples include Salon Sophienstraße and Coiffeur am Josephsplatz in Bayreuth.

3. CREATIVE NAMES OF HAIRDRESSING BUSINESSES

The creative names that have emerged in recent years aim not only to identify the hairdressing business, but also to enhance its appeal

⁴ The forms Frisör, Frisörgeschäft, adapted to German orthography, occur only rarely in the material examined.

⁵ In recent decades, –studio has become a popular head element in a wide range of business names. In addition to Haarstudio, Schreiber (1994: 166) lists the examples Küchenstudio, Fingernagelstudio, Beauty-Studio, Hunde-Studio, Sonnenstudio.

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to enhance through suggestive name formations. So-called “attractors” (Kremer 2007: 181), i.e. deviations from standard spelling,⁶ special graphemic effects, foreign-language expressions, and wordplay play an important role in this. The use, common in English, of an apostrophe before the genitive -s is quite popular, even in traditional names for hair salons:⁷ Haubner’s Haarerlebnis (Bayreuth), Ulli’s Haar-Design (Bayreuth). Other “attractors” include capitalization of the whole name or a part of a name (e.g. HAAR-Kultur in Regensburg, Friseur HAARKULT, Schramm HAARformer und HAARideal preiswert in Bamberg), internal capitalization (e.g. Emelies HairLounge Friseur in Bayreuth), lowercase spelling (e.g. rapunzel schnitt und mehr und hairkiller in Regensburg), and writing compounds as separate words (e.g. Das Haar Haus in Bayreuth, Maxi’s Hair Style < engl. hairstyle ‘hairstyle’ in Regensburg).

On the one hand, the new creative names are intended to highlight special characteristics of the hair salon; on the other, they are intended to evoke particular ideas among customers. Names such as HAARideal preiswert und Friseur der kleinen Preise in Bamberg are suited to appealing to price-conscious customers. Evelyn’s Friseurstübchen Friseursalon (Regensburg), Peter’s Frisierstube (Bayreuth), Friseur Riese Mein Friseur (Bamberg), and Sylvia Ihr Friseur Friseurgeschäft (Regensburg) suggest a cosy atmosphere, down-to-earthness, and individual attention. Hair salons such as Der Haarschneider and Frisör Schneideplatz von Peter Röhrig in Bamberg, as well as Cutting Crew Andreas Nuissl in Bayreuth, make clear that their owners specialize in hair cutting.

Some hairdressers regard their work primarily not as a craft but as a creative art (cf. Gerdes 2005: 15). Accordingly, they often name their businesses with the internationalism Studio or also with the corresponding German word Werkstatt, as, for example, Haarwerkstatt in Bamberg and Haarwerkstatt Uschi Fröhlich in Regensburg. Names such as Friseur Haarvision (Regensburg), Haubner’s Haarerlebnis (Bayreuth), Haarwunder (Regensburg), Kopfkunst Friseur (Regensburg), HAAR-Kultur (Regensburg), Friseur HAARKULT (Bamberg), Schramm HAARformer (Bamberg), and Der stylische Friseur (Bayreuth) also point to an artistic conception of the hairdressing profession. Names such as Petra Macht Haarmoden (Bayreuth), Eddi Revesz Frisurenmode (Regensburg), Laufsteg (Regensburg), and Schickeria Friseurstudio (Regensburg) are aimed at fashion-conscious customers.

⁶ Vgl. Fleischer/Barz (2012: 194): „Die abweichenden Schreibungen stehen vornehmlich im Dienst von Werbefunktionen: Aufmerksamkeit hervorrufen, Originalität signalisieren und Einprägsamkeit unterstützen [...]“.

⁷ Vgl. Duden (2013: 32): „Normalerweise wird vor einem Genitiv-s kein Apostroph gesetzt.“

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Drawing on familiar characters from literature, opera, or fairy tales makes it possible to create attractive and, above all, memorable hair salon names. The character of Figaro, who originally appears in two comedies by Beaumarchais, became known in Germany primarily through the operas of Mozart (Die Hochzeit des Figaro, 1786) and Rossini (Der Barbier von Sevilla, 1816), and has since developed into a deonymic term for a hairdresser; in Bamberg, it gave rise to the hair salon name Salon Figaro. In the Grimms’ fairy tale Rapunzel, the title character’s extraordinarily long golden hair plays a very important role: she lets it down through the little tower window so that the prince can climb up to her.⁸ The fairy-tale character has now inspired the hair salon names rapunzel schnitt und mehr in Regensburg and Rapunzel in Berlin (Gerdes 2005: 17).

Foreign-language expressions play an important role in creative names for hair salons because they are suited to “attracting attention. They also activate ideas and ways of life that are closely associated with particular countries [...]” (Fahlbusch 2011: 65). Whereas France has traditionally been stereotypically associated “with the superb chic of haute coiffure,” today “Anglophone sounds are more likely to be credited with conveying hip styles and trends” (Gerdes 2005: 15). This tendency is also reflected in our material, which most frequently features anglicisms from the semantic field of hair and its care.⁹ The names may simply indicate the business’s main focus using English hair ‘hair’ and English hairstyle ‘hairstyle’, as in Hair by Ali Frisör, Hair12 und Hairstyle by Sabine Scholz Friseur in Bayreuth, Hairstyle Tanja Semmler, Carmenz Hairstyle Team and Maxi’s Hair Style in Regensburg; or they may contain the English term for the business or the occupation, as in Barbershop Nr. 1 (English barbershop ‘men’s hairdresser’) in Bayreuth and Bamberg, and PM Hairdresser Friseur in Bayreuth. English expressions are also used to form hair salon names intended to evoke positive associations (beauty, quality, elegance, modernity, originality) among potential customers: Hair Beauty Friseursalon (Regensburg), Friseur Carola Hair und Beauty (Regensburg), Friseur Glamour (Bayreuth), Hair World (Regensburg), Salon Hairpoint (Bayreuth), Ulli’s Haar-Design (Bayreuth), Salon Hair Finish (Bayreuth), Top Hair – Mein Friseur (Bamberg), Styling Lounge (Bayreuth), Haarstudio Magic Hair Friseur (Bayreuth), Friseur New Hair (Regensburg), Friseursalon Hair Fashion by Tanja (Regensburg), Friseursalon Styles & More (Bamberg). The name

⁸ Cf. Grimms Kinder- und Hausmärchen, no. 12, 75–78.

⁹ In the Magdeburg region, anglicisms played an increasingly prominent role in the naming of hair salons between 1991 and 2006 (see Bergien/Blachney 2009: 530, fig. 1).

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Freestyle de Luxe Friseur (Bayreuth) simultaneously suggests originality/unconventionality and demanding/luxurious service. Name formations such as hairkiller and Head Attack Friseur in Regensburg can attract attention through their unusual semantics.

In the name Miss Coiffeur on Tour—the name of a mobile hairdressing service in Bayreuth—English and French occur side by side. Creative name formations using French vocabulary are rare. In the material examined, Salon Le Coiffeur – Friseur am Gabelmann and Place du Coiffeur occur in Bamberg, as does Friseur Salon Charmant in Bayreuth. Italian and Spanish have each been used once in Bayreuth to form hair salon names: La Bellezza Friseur (Italian bellezza ‘beauty’) and La Gracia – Bettina Ditz (Spanish gracia ‘grace’).

Among creative hair salon names, those containing a pun are particularly interesting. According to Hausmann (1974: 111), a pun is characterized by the “simultaneous presence of clearly distinguishable meanings”; in the material examined, an ingenious, witty association with the hairdresser’s occupation is sought. This can be achieved, for example, through graphemic changes while retaining the pronunciation: in the names Friseursalon Haarlekin in Bayreuth and Friseur Haarlekin in Regensburg, Harlekin, the well-known figure from the Commedia dell’Arte, is associated with hair or hair care.¹⁰ The pun involving the common noun Harmonie and the hair salon names Haarmonie Doris Friseure (Regensburg) and Tinas HAARmonie (Bamberg) is likewise based on graphemic changes, as is the pun involving the common noun Harem and the hair salon names Haar-em Studio Friseursalon (Regensburg) and Friseur Haar-em (Bamberg).¹¹

Our material contains several examples of another punning technique, which consists in slightly altering the phonetic form of a word or proper name. Thus, the common noun Jahreszeit (‘season’) serves as the basis for coining the name Friseur Haareszeit (Regensburg).¹² Similarly, Air Force One, the name of the American president’s aircraft, becomes the hair salon name HAIR-FORCE ONE (Bayreuth). The name of the hair salon On Hair (Bayreuth) is a modification of English on air, which occurs in the expression to be walking or floating on air ‘to feel as if walking on clouds’.

¹⁰ Haarlekin ist auch als Name eines Berliner Friseurs dokumentiert (Gerdes 2005: 16), und in Finnland ist Harlekiini unter Ausnutzung der Lautähnlichkeit der ersten Silbe mit engl. hair ‘Haar’ zum Frisurnamen Kampaamokauppa Hairlekiini (Sjöblom 2012: 226) geworden.

¹¹ Die Frisurnamen Haarmonie und Haarem-Friseur kommen auch in Berlin vor (Gerdes 2005: 16).

¹² Ähnlich der Frisurname Haareszeiten in Berlin (Gerdes 2005: 16).

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At Hair Line (Bamberg), in addition to the intended reference to hair, one should also expect the simultaneous evocation of English airline ‘airline’ and English hairline ‘hairline’. There is also homophony here with German Härlein, a diminutive form of Haar (‘hair’).

Homophony also plays a role in the hair salon name Fön-X, which occurs in Bamberg, Regensburg, and Berlin (Gerdes 2005: 17). On the one hand, Fön-X is homophonous with Phönix, the bird of ancient Egyptian mythology that rejuvenates itself in fire; on the other hand, Fön (Fön®), a trademark for an electric appliance that dries hair with hot air, coined in the 20th century by analogy with German Föhn ‘warm, dry downslope wind’ (Duden 2007: 229), is clearly associated with the hairdressing profession and hair care. With approximately English pronunciation, the name of the hair salon Unicut is homophonous with German Unikat (‘unique specimen’); at the same time, the first component of the name, Uni-, points to its location in the immediate vicinity of Bayreuth University’s campus, while the second component, -cut (English to cut ‘to cut’), refers to the hairdresser’s principal activity, cutting hair. The latter also applies to the original hair salon name Friseur Cutastrophe, which, when the first three letters are pronounced in English, is homophonous with the common noun Katastrophe (‘catastrophe’).

Modifying well-known work titles is a popular punning technique. Thus, the hair salon name Barbier von Grunau (‘Barber of Grunau’) arose in the eponymous district of Bayreuth by analogy with Rossini’s opera Der Barbier von Sevilla (‘The Barber of Seville’). In the Wagnerian city of Bayreuth, it is natural to draw on a work by the composer. The hair salon name Der fliegende Engländer (‘The Flying Englishman’) is not only a variation on the title of Wagner’s opera Der fliegende Holländer (‘The Flying Dutchman’); it also alludes to the fact that its owner is from England.¹³

Finally, some hair salon names involve the reanalysis of lexicalized compounds, whereby one constituent is “taken more literally than usual” (Gerdes 2005: 16). This is the case with Friseursalon Haar-genau (Bayreuth) and Haargenau Friseursalon (Regensburg),¹⁴ as well as the Bamberg businesses Schnittpunkt – Die Friseure im Sand¹⁵ and Abschnitt Frisör. In the name Coiffeurs – Zum goldenen Schnitt (Bayreuth), the technical term der goldene Schnitt (‘the golden ratio’), referring to the harmonious division and arrangement of areas in fine art and architecture, is reinterpreted to mean ‘an excellent/superior (hair)cut’.

¹³ Oral communication.

¹⁴ Der Frisurname Haargenau kommt auch in Berlin vor (Gerdes 2005: 16).

¹⁵ Schnittpunkt ist auch der Name eines Friseurgeschäfts in Berlin (Gerdes 2005: 16).

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The investigation of the names of hairdressing businesses in other German cities will show the extent to which certain naming patterns such as Haargenau, Haarmonie, Haarlekin, Haareszeit, Fön-X constitute an already established repertoire, and the extent to which new, original names such as Haarerlebnis, Haarvision, Haarwunder, Kopfkunst are being coined.

BIBLIOGRAPHY

Bergien Angelika, Blachney Anja 2009: Familiennamen und ihre Wirkung als Komponenten von Firmennamen. – Familiennamen im Deutschen. Erforschung und Nachschlagewerke, hrsg. von Karlheinz Hengst, Dietlind Krüger. 1. Halbband: Deutsche Familiennamen im deutschen Sprachraum (Onomastica Lipsiensia 6.1). Leipzig: Leipziger Universitätsverlag, 527–536.

Duden 2007: Das Herkunftswörterbuch. Etymologie der deutschen Sprache. 4., neu bearbeitete Auflage. Mannheim, Zürich: Dudenverlag.

Duden 2013: Die deutsche Rechtschreibung. 26., völlig neu bearbeitete und erweiterte Auflage. Berlin, Mannheim, Zürich: Dudenverlag.

Fahlbusch Fabian 2011: Von Haarmanns Vanillinfabrik zu Symrise, von der Norddeutschen Affinerie zu Aurubis: Prinzipien des diachronen Wandels von Unternehmensnamen. – Beiträge zur Namenforschung: Neue Folge 46, 51–80.

Fleischer Wolfgang, Barz Irmhild 2012: Wortbildung der deutschen Gegenwartssprache. 4. Auflage, völlig neubearbeitet von I. Barz und M. Schröder. Berlin, Boston: de Gruyter.

Gerdes Jens 2005: Vom Selbstverständnis des Friseurs – Eine Typologie aus dem Telefonbuch. – IDS Sprachreport 21/4, 15–17.

Grimms Kinder- und Hausmärchen. Gesammelt durch die Brüder Grimm, hrsg. von Heinz Rölleke. Vollständige Ausgabe auf der Grundlage der dritten Auflage (1837). Darmstadt: Wissenschaftliche Buchgesellschaft 1999.

Hausmann Franz Josef 1974: Studien zu einer Linguistik des Wortspiels. Das Wortspiel im „Canard enchaîné“. Tübingen: Niemeyer.

Kluge Friedrich 1995: Etymologisches Wörterbuch der deutschen Sprache, bearbeitet von Elmar Seebold. 23., erweiterte Auflage. Berlin, New York: de Gruyter.

Kremer Ludger 2007: Tendenzen der Namengebung bei deutschen Unternehmen. – Proceedings of the 21st International Congress of Onomastic Sciences, Uppsala 19–24 August 2002, vol. 3., hrsg. von Eva Brylla, Mats Wahlberg in Zusammenarbeit mit Rob Rentenaar. Uppsala: Institutet för språk och folkminnen, 177–192.

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Schreiber Herbert 1994: Von PHG „Die Frisur“ zu „Coiffeur am Bahnhof“ – Bezeichnungen für Geschäfte und Institutionen im Wandel. – Sprache im Alltag. Beobachtungen zur Sprachkultur, hrsg. von Karl-Ernst Sommerfeldt. Frankfurt am Main, Berlin, Bern, New York, Paris, Wien: Lang, 161–169.

Sjöblom Paula 2007: Finnish Company Names: Structure and Function. – Names in Commerce and Industry: Past and Present, hrsg. von Ludger Kremer, Elke Ronneberger-Sibold. Berlin: Logos, 297–306.

Sjöblom Paula 2012: Commercial Names. – Terhi Ainiala, Minna Saarelma, Paula Sjöblom: Names in Focus. An Introduction to Finnish Onomastics. Helsinki: Finnish Literature Society, 210–254.

INTERNET SOURCE

http://www.gelbeseiten.de/friseur (last accessed 07.04.2014)

Ingenuity in the naming of hairdressing businesses in Germany

ABSTRACT

The article discusses the principles used in forming the names of hairdressing businesses listed in telephone directories for the German cities of Bamberg, Bayreuth, and Regensburg. Most traditional names are nominal phrases consisting of a head word (for example, Friseur-salon) and a modifier, most often the business owner's first name (for example, Helga). When using neologisms, the aim is not only to define the nature of the business but also to attract the customer's attention by giving words a positive connotation (for example, Haarwunder). These aims are pursued through so-called advertising tricks, such as using uppercase instead of lowercase letters (HAARKULT), lowercase instead of uppercase (rapunzel schnitt und mehr); using borrowed vocabulary (Hair World, La Bellezza Friseur); and various puns (Friseur Haar-lekin, HAIR-FORCE ONE, Fön-X, Friseur Cutastrophe, Friseursalon Haar-genau).

Submitted on January 18, 2015.

ROSA KOHLHEIM

Schloßhof Birken 11, D–95447 Bayreuth, Deutschland

[email protected]

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