Abstract
The article discusses the ongoing linguistic problem — the phenomenon of modern houses nomination, which is directly related to the phenomenon of naming, as one of the components of an advertising strategy. Modern advertising is a part of popular culture; it gives information about the individual needs of people, based not only on the information about the product, but also on the demonstration of the benefits that the buyer will receive by purchasing a particular product. The relevance of the problem is tied to the active use of modern language, advertising, marketing technologies in almost all spheres of human activity. The aim of the article is the implementation of a comprehensive qualitative and quantitative study of the Odessa’s oikodomonyms, taking into account their structural and semantic features; the selection of criteria, principles and motives for modern houses nomination. The linguistic status of oikodomonyms in the onomastic space has been determined, the use of appropriate terminology has been justified, and the basic structural and semantic models of oikodomonyms have been identified. The oikodomonyms are mainly formed by onymization, transonymization, which is structurally represented by one-component, two-component and multicomponent (descriptive) constructions, among which the first two types are productive. The substantive model of the oikodomonyms’ nomination is more productive (approximately 57.4 %) than the adjective (approximately 31.48 %). The proper names, which are the names of the houses, have been classified by the author of the article into neutral and connotative. The oikodomonyms as the connotative markers of the onomastic system are based on the associative connections with architectural features, exterior, size of houses, location etc.
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