Abstract
Naming in advertising has become one of the most ambitious areas of linguistics since it reflects dynamics of the lexical system of the language. It features proper names of goods, services, or business enterprises. An unusual proper name is efficient, noticeable and attractive for customers, it fulfills the advertising function. That is why it is necessary to identify the language principles which are taken into account when choosing proper names of a particular kind of a business enterprise, goods, or services. The present research was based on proper names of enterprises that offer tourism services in Voronezh. The naming units were obtained by direct observation, from the Internet, local newspapers, and magazines. The total number of collected examples included about 200 units. The study proved that language means for this type of nominations correspond with the nominative triad "seller / producer – product / service – buyer". In addition, some local territorial peculiarities were observed in the proper names of travel agencies.
Highlights
That is why it is necessary to identify the language principles which are taken into account when choosing proper names of a particular kind of a business enterprise, goods, or services
The present research was based on proper names of enterprises that offer tourism services in Voronezh
The study proved that language means for this type of nominations correspond with the nominative triad "seller / producer – product / service – buyer"
Summary
Аннотация: В последние годы одно из заметных мест в лингвистических исследованиях занимает достаточно новый объект науки – рекламные номинации, то есть имена собственные товаров, услуг или бизнес-предприятий. Воронежа В ходе исследования подтверждено, что отношение продавец – товар – покупатель, составляющее основу коммерческой сферы, в которой функционируют имена собственные бизнес-объектов, находит отражение и в сфере туризма.
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