TENDENCIES OF LINGUAL CREATIVITY IN FORMING THE CONTEMPORARY ERGONYMICON: TAKING THE NEW ERGONYMS IN BILINGUAL KAZAN AS AN EXAMPLEJournal: Многоязычие в образовательном пространстве / Russian Journal of Multilingualism and Education (Vol.15, No. 2)
Publication Date: 2023-06-22
Authors : D.A. Salimova;
Page : 203-208
Keywords : advertising text; communicative strategy; linguostylistic means; target audience; emotive meaning.;
The purpose of this article is to identify the main characteristics of the new ergonyms in Kazan and describe one of the aspects of the “nominational boom / explosion” of the late 20th and early 21st centuries in Russia, which in its turn is caused by the significant changes in the socioeconomic life of the country, in particular, a huge interest in retail outlets, competition rules and entrepreneurial pragmatics. The relevance of the topic is motivated by several factors: the multidimensional nature of the consideration of new onomastic material, the practical need for systematization and comprehensive analysis of the modern ergonymicon as a reflection of the dynamics of language in general and of urban commercial enterprises in the capital of the bilingual republic in particular. The article claims that this vocabulary today rightfully belongs to the most studied class of onyms of the Russian culture. The thesis is stated: serious attention to the science of the word has allowed ergonymy to stand out as a special section of the science of proprietary vocabulary; an attempt is made to show how this vocabulary has changed over the past 20 years and what are the trends in the emergence of urban ergonyms using new, newly introduced material. The material comprised 300 names of catering establishments: cafes, restaurants and canteens in Kazan, selected both selected by the method of “field research” and extracted from the electronic city directory. The main methods of observation and description were chosen for the study, which were implemented in the methods of collecting, systematization, generalization and interpretation of linguistic material with the involvement of statistical, partly psycholinguistic analysis. The study revealed: in bi- and polylingual regions, the linguocreative approach becomes the main one in choosing the names of new outlets, which manifests itself in several aspects: an unconventional view of the name, the originality of names, innovative structures-phrases as ergonyms, the use of letters of different alphabetic systems, the phenomenon of contamination, etc.
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