Les noms de marques "malmenés": les marques de vêtements dans les textes de rap français

Rap music is an interesting linguistic context in the field of lexical studies and it gives us the possibility to analyze the way in which brand names enter the common language. Our research is about clothes brands in French rap lyrics; as a matter of fact, rappers frequently talk about the way they are dressed and they tend to represent a specific social group, aiming at giving an “iconic” representation of that group. In this research we are going to analyze the sociocultural value of brands in 200 songs, and to study the linguistic and poetical elaboration of brand names: syntactic behavior, morphological manipulations, and the use of their distinctive phonetic and rhythmic characteristics.