Мовна компресія в ергонімії: чинники та форми вияву

The article focuses on language economy manifestation among Ukrainian business names, in particular on analysis of compressive types of word formation. The author argues that the economy principle in the category of business names was triggered by implementation of P. Grice's Maxims of Conversation, e. g. interaction of maxims of quantity and quality of a message, which ensures cooperative communication. The main language tool providing for that balance in the category of business names is compressive word formation that comprises several types of word formation, i. e. elliptical lexicalized word groups, initial abbreviation, syllable abbreviation, composita, quasicomposita (lexical units that include both an element of unclear semantics and a meaningful stem). The degree of form and meaning compression among above mentioned types differs significantly, with an element that denotes type of business being regularly omitted. The main motivation features kept in business names are subject and place of business activity. Lexicalized word groups are the least reduced forms whereas initial and syllable abbreviation that represent the highest degree of compression. Recurrence of the same elements in composita leads to their meaning ambiguity and they render into derivational components, deprived of lexical semantics. Generalization of semantics decreases information content of a name and increases its ambiguity, which makes its motivation more obscure for a receiver. That trend toward formation of purely arbitrary language signs as business names is to be interpreted as an attempt to create empty labels as companies'designations, which conceptualization can be easily modified whenever necessarily