Abstract
Article attempts to describe modern names of preschols. Nowadays, preschools are becoming similar to companies. The main purpose of their names is to encourage parents (and to some extent also children) to choose specific facility. Initially, this trend was associated with mainly non-public, private preschool, now also public preschools. This involves the development of consumption, characteristic of modern civilization. Creativity in the choice of name supports the presence of competition, and therefore described tendency can be noticed in large cities, such as Cracow. Material required for the analysis, that includes 334 names, was provided by the Internet databases that help parents in choosing a specific facility (abcprzedszkola.pl, przedszkolak.pl, przedszkolowo.pl), recruitment system for preschools FORMICO (krakow.formico.pl) and webpages of individual preschools.
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