Особенности языковой игры в современных самарских эргонимах сферы «Отдых и развлечения»

Abstract

The aim of the study is to shed light on the peculiarities of wordplay in ergonyms of the Samara region belonging to the socio-cultural sphere. The author pays attention to the identification of wordplay techniques at the level of phonetics, lexis, syntax and word formation; analyzes the process of artificial naming, trying to find out whether the sphere of activity affects the choice of wordplay types and techniques. The scientific novelty is associated with the fact that this problem is little studied in terms of identifying wordplay types and techniques taking into account the specifics of the activity of an enterprise or an organization. The analysis of the language material suggests, on the one hand, the high degree of creativity of wordplay in the ergonyms of the “Recreation and entertainment” sphere and, on the other hand, the variety of techniques at different language levels. As a result of the study, four types of wordplay correlated with the language levels, namely, phonetics, lexis, syntax and word formation, were identified. Twenty-two wordplay techniques were noted at the specified language levels: five techniques were attributed to the phonetic type of wordplay, four techniques were found in the lexical type of wordplay, five techniques were attributed to the syntactic type of wordplay and eight techniques were characterized as the word-forming type of wordplay.