Article published In: Naming and Labelling Contexts of Cultural Importance in Africa
Edited by Nico Nassenstein, Sambulo Ndlovu and Svenja Völkel
[International Journal of Language and Culture 10:2] 2023
► pp. 255–268
Performances of transparency
Published online: 3 May 2024
https://doi.org/10.1075/ijolc.00054.sto
https://doi.org/10.1075/ijolc.00054.sto
Abstract
The names by which luxury items are marketed are often interpreted as names that trigger forms of mimesis. By considering the connections made through naming, products such as perfumes seem to be powerful metaphors for a particular lifestyle, wealth, and specific identity constructions, thereby obviously suggesting the possibility that through owning and using such products, clients can – for a while – become what is promised on the package. The names of perfumes and fragrances in postcolonial contexts, however, are semantically more complex. They refer to various locations, languages, and narratives, serving different purposes. This contribution examines the meanings of names in African perfumery practices in order to shed light on the different connections and relations they symbolize, the ritual contexts in which they are used, and the memory-making associated with both language and sensory experience.
Keywords: ergonyms, perfume labels, African perfumery, hospitality, colonial onomastics
Article outline
- 1.Clarity and crossing
- 2.Luxury journeys
- 3.Extractions of the Other
- 4.Crossings
- 5.A small insignificant bottle
- Notes
References
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