Vashyst, K. Functional-Pragmatic Tendencies оf Commercial Nominations

  • The article touches upon the problems of artificial nomination based on the material of blended commercial onyms / brands within advertisement discourse. Lately many trade names have got the status of brands and have become the subject of an interdisciplinary study of humanities. Hence, there is an interest to linguistic investigation of brands pragmatic function. Brands, as an integral part of the advertising discourse, function as advertisement onyms and differ from the other varieties of proper names owing to their stylistic colouring that serves to attract attention of the addresser. The system of trade names / brands, popular at a certain time in one or another linguistic culture, contains information about the features of social organization, economic structure, preferences, tastes, material and spiritual culture of the society. These are artificial words (artificial nomination), but they cannot be considered marginal. A name identifies only a single referent. This individual restriction in use forms the basis of the relationship between proper names (brands) and objects / concepts in the marketing sphere. Any lexical unit can produce the proper name of blend type. The semantic content of the ad name / brand often goes beyond the semantic structure of words whose elements make up this blend. The material for the creation of advertising names can serve as appellative units of the general lexicon, but getting to the category of onyms they are destructured / changed semantically, been fixed to a particular referent. In the context brand onyms sometimes even acquire a new semantic and stylistic content that proves unlimited potential of functional-pragmatic tendencies of commercial names as the legitimate part of the English language lexicon.
  • commercial / trade nomination, brand onym, artificial nomination, linguo-pragmatic tendencies, blend
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