PRAGMATONYMS ON THE BASIS OF PROPER NAMES WITH A NATIONAL-CULTURAL COMPONENT IN RUSSIAN ADVERTISING

This article is devoted to description of pragmatonyms on the basis of other classes proper names with a national-cultural component in the cultural linguistics and communicative-pragmatic aspects. There are revealed the most typical sources of proper names. In this article, author used a method of continuous sampling, country studying method and introspection linguistics approach. The pragmatonyms on the basis of proper names are widely used in advertising for the formation of generalized positive image of domestic goods which act as a well-being integral part of the entire country. The function of analyzed units allows the nominator to characterize features of commodity, specify the producer, location of production, designate the target audience for its consumption, and transfer the unfamiliar product from the category of “alien” to the category “own”. Appeal to the consumer patriotic feelings is used with commercial purposes as well, as a means of speech manipulating on the one hand, and as a promotion of domestic products to strengthen the Russian market.