Abstract
The article deals with new oikodomonyms (commercial names of residential complexes) that have recently formed an important part of the advertising text onomasticon. The subject of the study is the discrepancy between the motivation of the name on the part of the name-giver and the potential interpretation of a name on the part of the recipient of the nomination. The source of the material was an interview with the creative director of one of the companies-builders in the city of Ekaterinburg.
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