Doctoral dissertation on the topic of Typography and Naming in Tourism Advertising deals with the two elements which appear to be independent of each other, but are in fact inseparably linked in the context of advertising: by typography used in press advertising and by the names of that for which we use the umbrella term – tourism product. Typography can be considered a semiotic resource with its own meaning potential. It undoubtedly influences the interpretation and reception of texts applied to, but it can also have its own meaning, independent of semantics of the text. It is the resource which conveys the information supraliminally, wherefore we are not even aware of the font. Chrematonym, or rather, the name of the product can be considered a sign in itself, which not only provides the first image of the product or service, but also plays one of the crucial roles in the following recognitions of the product and its reception, it also increases product awareness and gives it “additional value” which stems from associations based on sonority, originality, connotation or “appropriateness” of names in relation to the nature of the named referent. The introductory part of dissertation examines the terms of semiotics of advertising, of the linguistic sign, as well as of the sign in general; the binary oppositions of structuralism which found their implementation in semiotics. It also presents an overview of theory of typography, its intrinsic characteristics and acknowledged syntagmatic values in the context of advertising based on our experience of the physical world. The research is based on the idea of existence of typography’s meaning potential independent of the semantics of text, here examined on examples of chrematonyms in advertising messages in tourism magazines. The associative meanings of individual characteristics of fonts and the intensity of their meaning influencing the message recipients are examined through the application of semantic differential. The chapter of the dissertation devoted to chrematonyms deals with their place within onomastics, with the question of division between onyms and appellatives in general, as well as with the legal possibilities and limitations of this type of naming. It also provides an overview of functions of this type of names and linguistic strategies utilized in commercial naming with the purpose of creating and original and sound name which will be easy to remember and so accomplish its commercial function. By examining the motivation behind naming in tourist industry we seek to find answers to a question what associations the name-givers strive to evoke within the recipient of the message by choosing a specific appellative (primarily with regard to its semantic field and dependence on the product itself) or onym, as well as what is the role of a specific onym category representation. Apart from the overview of the structure of names, it offers an overview of representation of aloglottal elements in this group of chrematonyms, whose presence was to a large extent expected, having in mind the characteristic receptivity of Croatian tourist market.