Pure Barberism, The Best a Mo Can Get, Strå, Kamm in, Salon Kaiserschnitt, haarspree-Frisöre, there are different and very creative ways to name a hairdresser shop. In my Staatsexamensarbeit, I do not only look at commercial signs in general but particularly at a specific type of shop: the hairdresser shop. The purpose of my research is to deal with aspects of discursive competence in the commercial city. With a linguistic landscape sample route of different inner (and outer) city areas of London, Stockholm and Berlin, linguistic resources will be studied that shop owners employ to name their shops in the frequent urban marketplace service of hairdressing. I hypothesize that shop signage can be divided into direct versus indirect discourse modes that map the city as spatial and social marketplace. If codified lexemes are used as linguistic repertoire, a direct discursive mode is visible in shop names as identifiers. If the meaning of a shop name is depicted with an indirect discursive mode, e.g. lexical webs and semantic resources, shop names are used as ideofiers. In my research, I study whether the use of ideofiers vs. identifiers varies in the linguistic landscapes of London, Stockholm and Berlin. Furthermore, I look more closely at the different semantic and morphological strategies to name a hairdresser shop as ideofier.
(writer and photographer: Anna Mehrens)