Functions of Geortonyms

Abstract

The author considers geortonyms as one of the varieties of modern advertising names: the subject of the study were the names of art projects of the State Tretyakov Gallery of the last 5 years, the purpose of the study is the mechanisms and specifics of the implementation of the main functions of these commercial nominations. To analyze the structure, semantics and stylistic features of geortonyms from the point of view of their functioning, special linguistic methods of functional-structural and contextual-interpretative analysis, as well as the linguopragmatic method were used. Special attention is paid to the study of those components of the studied nominations, with the help of which an effective impact on the target audience is carried out. It is established that the names of art projects implement an informative function that allows identifying the named object, while simultaneously solving informative and educational tasks, as well as an advertising function that involves managing the attention of the target audience in combination with influencing its emotions. The ultimate goal of creating geortonyms of the studied group is the possibility of influencing the behavior of the addressee. The most significant elements of the structural organization of the analyzed nominations and the linguistic expressive means used in their creation, which contribute to the implementation of the specified set of functions, are identified. The obtained results contribute to the study of a specific group of modern advertising names – the names of art projects that play an important role in the modern cultural space. Among all types of names of festive events, this thematic group is the least studied, in this regard, the analysis of these names allows us to obtain new data on how to implement the main functions of geortonyms – this determines the scientific novelty of the study.