Essai Scientifique de l'ann e 2016 dans le domaine Etudes des langues romanes - Fran ais - Linguistique, cours: French Language, langue: Fran ais, r sum Most of manufactures bear name. Sometimes, it has nothing to do with the content. For instance, the name Kino will not necessarily remind about a powder soap, unless one has already used it. Sometimes, a known name can be given to a product, for instance the Orange telecommunications society bears a well-known fruit name. Reference and inference are two linguistic terms used to describe such phenomena dealing with the relationship between a linguistic item and a material object. We name things by associating them with a linguistic form which can be created for that purpose or borrowed from another existing name/thing of which we intend to transfer a certain type of property. This paper explores these two naming processes popularly used to coding products for advertising purpose. The following paper is written in french / Le texte suiviant est crit en fran ais.