Vashyst K. M. Functional-pragmatic tendencies of commercial nominations

Abstract

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.