«ДЕТСКИЕ» ЭРГОНИМЫ РОСТОВА-НА-ДОНУ: СТРАТЕГИИ НОМИНАЦИИ

Abstract

The nomination of objects of various functional profiles is an active process of a person’s linguistic activity, the intensity of which increases in conditions of tough economic competition, since the name of the object is an important factor in promoting the market. The names of business associations of people, commercial enterprises, cultural objects, sports establishments, catering and service establishments are used by onomastics specialists as ergonyms. Considering «children» ergonyms, we, following M.E. Ruth, find the implementation of three types of strategy for the nomination of objects – objectified, subjectified and neutralization strategies, which in different ways determine the behavior of the subject of the nomination in relation to the properties of the object. In accordance with the indicated strategies, nominative units of three types are conditionally allocated: a) units of objective nomination; b) units of subjective nomination; c) units of a neutral nomination, as well as units that occupy a borderline position in a variety of objective (in relation to the subject to the nomination object) names. In units of the first type, the subject of the nomination seeks to identify as objectively the identifying feature of the object as possible and uses the minimum set of traditional linguistic models of nomination. The type of names of neutral (according to the “object-subject” ratio) character is widely represented. The greatest linguistic interest is aroused by the type of onyms in which the strategy of subjectivization is implemented, represented in the framework of «children» ergonymy in three varieties according to the role of the subject of the nomination.