TY - JOUR AU - Vashyst K. M. , PY - 2020/03/20 Y2 - 2024/03/28 TI - Vashyst K. M. Functional-pragmatic tendencies of commercial nominations JF - Philological Treatises JA - PT VL - 9 IS - 4 SE - Articles DO - UR - https://tractatus.sumdu.edu.ua/index.php/journal/article/view/208 SP - 20-25 AB - <p>The article touches upon the problems of artificial nomination based on the material of blended commercial<br>onyms / brands within advertisement discourse. Lately many trade names have got the status of brands and have<br>become the subject of an interdisciplinary study of humanities. Hence, there is an interest to linguistic<br>investigation of brands pragmatic function. Brands, as an integral part of the advertising discourse, function as<br>advertisement onyms and differ from the other varieties of proper names owing to their stylistic colouring that<br>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,<br>preferences, tastes, material and spiritual culture of the society. These are artificial words (artificial nomination),<br>but they cannot be considered marginal. A name identifies only a single referent. This individual restriction in use<br>forms the basis of the relationship between proper names (brands) and objects / concepts in the marketing sphere.<br>Any lexical unit can produce the proper name of blend type. The semantic content of the ad name / brand often<br>goes beyond the semantic structure of words whose elements make up this blend. The material for the creation of<br>advertising names can serve as appellative units of the general lexicon, but getting to the category of onyms they<br>are destructured / changed semantically, been fixed to a particular referent. In the context brand onyms sometimes<br>even acquire a new semantic and stylistic content that proves unlimited potential of functional-pragmatic<br>tendencies of commercial names as the legitimate part of the English language lexicon.</p> ER -