THE NAMES OF BANK PRODUCTS (between globalization and national specificity)
The paper is an attempt to point the most frequent cognitive motives used in creating names of Russian and Polish bank products. The analysis of names of bank accounts and names of credit cards shows which motives were preferred by the so-called naming specialists, whose task is by means of the name to draw attention of the potential client and to influence a choice of a certain banking product. Many groups of motives were discussed. Such point of view allowed the author to state the motives which keep recurring in Russian and Polish which is related to the process of globalization in advertising (not only in business communication) and present the motives which reveal cultural specificity. Another aim is to state first of all differences between Russian and Polish banking business communication in the context of globalization and national specificity. Similarities and differences of the economic systems of both countries were also taken into consideration.