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.

This paper discusses selected types of native, appellative-form surnames of the inhabitants of 19th-century Cieszyn Silesia and its surrounding areas. Such appellative-form surnames (without derivative indicators) reflect the regional culture and values characteristic to, and cultivated by, the inhabitants of the region. An overview of them confirms that Cieszyn Silesia, as an ethnic-cultural borderland, stands out with its sub-regional distinctness in onymic stock. The described surnames not only reflect the values acknowledged by the inhabitants of 19th-century Cieszyn Silesia, showing the immanence of this set in the regional context, but they also depict the material and spiritual culture of the inhabitants of this region. The researcher used the semantic field method to analyse the anthroponymic material, and the sociolinguistic aspect of naming was considered when describing the collected set of appellative-based surnames, with references made to statistical research.