СПЕЦИАЛЬНАЯ ЛЕКСИКА В РЕКЛАМНЫХ НОМИНАЦИЯХ ОБЪЕКТОВ БИЗНЕСА

Abstract

Statement of the problem. The article is devoted to the interaction of advertising and specific stylistic components in the speech form of the proper name of a business enterprise which is a distinctive feature of the modern stage of language evolution. The research is carried out on the variety of inclusion of specific vocabulary in the proper names of business enterprises (PNBE) as well as grammatical forms of items belonging to other styles of speech in which they are adapted to the requirements of advertising. Besides, they are obliged to preserve legally important individualization of the proper name and its informative integrity. Results of the study. The complexity of interaction within the studied speech form of language units that differ in their initial stylistic relatedness has become evident. The direction diversity of legal and advertising requirements increases the number of speech units used for the proper names of business enterprises, translates specific vocabulary into the category of figurative proper names which encourages the emergence of new lexical units (we call them lexical equivalents) in the language system. These units are combined by the ability to convey the same specific meaning. Yet the typology of the found functional units, their number and other properties are not properly analysed. Conclusion. The development of trade and economic relations in the modern society, the need for their legal registration offers preliminary in many aspects varieties for the interaction of styles. They turn to be on the way to the state of the language norm used for the units of written speech which had been formed for centuries. At present, reasonable communication that is necessary for the field of formal (trade, economic and legal) relations is performed on the principles of linguistic usage which is systemically localized in colloquial speech.