Abstract
The article is dedicated to the study of proper names in pharmaceutical advertising texts. The objective of the study is to analyze the proper names in pharmaceutical advertising texts in English, French and German. Attention is paid to the description of the features of the functioning of proper names, namely, the nominative, informational-advertising, and appellative-communicative functions are highlighted. The object of the research is the names in pharmaceuticals advertising texts. The subject of the research is the functional features of onyms. The objective determines the choice of methods in our research: general scientific methods of systematization, analysis and synthesis, quantitative analysis were used. Among the special linguistic methods, the structural, functional methods are involved, which contributed to the determination of the features of advertising structure and onyms functions. The article provides a brief description of pharmaceuticals advertising texts structure. Also, certain structural features of proper names in advertising texts are highlighted. The study revealed similarities in advertising texts in English, French and German. Summarizing the above-mentioned, we can emphasize that for the first time the analysis of onyms in pharmaceuticals advertising texts in English, French and German was carried out. After analyzing the onomastic space of pharmaceuticals advertising texts, it was concluded that the onomastics space in the studied material is formed mainly with the help of toponyms, anthroponyms, ergonyms and pragmatonyms. As a result of the study, the functional features of the onyms were established. It has been proven that proper names are an additional source of expressiveness, they contribute to the impact of advertising on the addressee. The practical value of the work lies in the fact that the analysis of onyms in pharmaceuticals advertising texts opens up the prospects for further research, which may be associated with the identification of differential features of onyms in advertising texts with various advertising objects.
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