Учебное пособие 1648

Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 2 (25), 2019 ISSN 2587-8093

Thus, Son describes the inhabitants of New York, using the zoomorphism “BISON”, pointing out their similarity to a herd of constantly moving wild animals:

“There were short people and people under <> They cracked like terrified b i s o n running for their live...” [1 *, P. 215].

In conversation with her husband Ondin (the maid) describes the young master using the zoomorphism “CAT”. Obviously, the reason for comparing white owners with cats lies in a similar way of life, as well as in some peculiarities of their behavior (Africans considered cats to be cunning, dangerous, wayward animals who believe that they are masters in the house [13]). Like cats the owners lead an idle lifestyle, caring only about their own well-being. In the phrase “a different breed of a cat” the maid focuses on the young man’s dissimilarity to his parents, hinting that he is “of a different stamp”:

“He turned out to be a different b r e e d o f a c a t anyway after he went to all those schools” [1 *, P. 60].

The writer uses twice a figurative comparison with the zoonym “BIRD” which has different emotional and evaluative connotations. In the first case this comparison is used by Valerian (the white master of the house) to describe a dark-skinned laundress. She resembles a bird that is kept in captivity in a cage, i.e. she is forced to obey the will of the owner in everything which undermines her strength and slowly destroys:

“She was thin, toothless and looked l i k e a b i r d <…> She was like a p e t who would listen” [1 *, P. 140].

T. Morrison has attributed the comparison of dark-skinned servants with a “PET” (which is forced to dutifully accept everything from its owner) to Valerian, in order to show the specificity of the “owner-property” model typical of whites in their relations with colored people.

In the second case the figurative comparison has a completely different emotional coloring since it is used by Son in relation to Jadine and serves as an expression of some kind of guardianship, feelings of love and affection for heroine. In this case the bird appears as a free being of its own will accepting the care of another creature:

“Son put his arm around her; she was l i k e a b i r d in the crook of his arm” [1 *, P. 210].

The appearance of a black stranger in the house provoked a scandal between the residents of the mansion. Ondin compares Sydney’s reaction to the appearance of Son in the house with the behavior of a rooster obviously hinting at the appearance of an angry bird:

“I’ll try, but you saw him at breakfast. Mean as a t a m p e r e d r o o s t e r ” [1 *, P. 89].

One of the main features of zoomorphisms’ usage in this novel is that many of them not only reflect the behavior of the characters, but also indicate their age. This happens, for example, in the description of the relationship between Valerian and his wife Margaret:

“They no longer seemed merely the tiffs of long-married people…Who like two o l d c a t s clawed each other, used each other to display a quarrelsomeness neither took seriously…” [1*, P. 68].

14

Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 2 (25), 2019 ISSN 2587-8093

In this example the author compares an elderly couple with fighting cats, because their daily quarrels were like the clash of two angry animals seeking to hurt each other more painfully.

In a conversation with a servant Valerian describes his son Michael comparing him with a kitten:

“Yes. An adolescent. A kitten. But not playful. Complaining. A complaining kitten. Always mewing. Meow. Meow. Meow ” [1 *, P. 75].

In this case the author uses the zoomorphism “KITTEN”, as well as the “mewing” synanimalistic element in order not only to point out the hero’s manner of behavior (whimsical and always dissatisfied, according to the father), but also to emphasize his age. The use of these lexical units also shows the internal conflict between father and son, the tension of their relationship, where Valerian positions himself as an experienced “cat” who ineffectively tries to cope with a silly “kitten”. Meanwhile, Michael’s mother behaves completely differently towards her son:

“In wanting to live near him she was not behaving like a b r o o d h e n . Quite the contrary” [1*, P. 60].

In this example the zoomorphism “HEN” marks not only the behavior of the heroine, but also indicates her age.

The example of a zoomorphism that is applied to describe the attitude of the speaker to a definite situation but not a certain character of the novel should be considered separately. T. Morrison combines the use of a figurative comparison with the zoonym “DOG” and the verb “to gnaw” in describing a conflict between Ondin and Sedney. The former says that there is no sense in constantly returning to this situation and compares the process of such a discussion with a dog’s fiddling with a bone, which undoubtedly reflects visual thinking of the heroine:

“There’s no point in gnawing it, Sedney, like a d o g with a bone. Swallow it or drop it” [1 *, P. 99].

A number of zoomorphisms do not fall into the categories we have chosen, as they are examples of invective vocabulary used by the heroes of the novel in order to humiliate or insult the addressee. So Jadine threatening Son with violence calls him a primate:

“Valerian will kill you, a p e …»..” [1 *, P. 121].

She also expresses her initial dislike for him in a conversation with Ondin where she insults Son calling him a river rat:

“She kept calling him that. River rat” [1 *, P. 159].

Another example of invective vocabulary is comprised of Theresa's words in which she mentally refers to Jadine whom she dislikes:

“And you are full of remorse, but too late, c o w , too too late; you will never have him now” [1 *, P. 112].

In the semantic structure of the zoonym “COW”, the following features can be distinguished: “fat”, “ugly” [8]. These semes indicate a derogatory, contemptuous emotiveness of the

15

Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 2 (25), 2019 ISSN 2587-8093

used zoomorphism. Since Jadine outwardly was very beautiful, Teresa focuses precisely on the internal deformity of the heroine. In this example there is a desire to protect Son from Jadine who, according to Teresa, has dishonored her people.

The results obtained can be schematically presented in the following tables:

Conclusion

The above examples allow us to conclude that the zoomorphisms reflecting the “male” characteristics are: gorilla, snake, cat, kitten, rooster, ape, rat, the animalism bug-eyed, the zooverb to duck and the sinanimalistic element to mew. Animal names for “feminine” characteristics include: bird (2), pet, bat, deer, antelope, hen, cow, to bark, to cackle. In the description of the representatives of both sexes the zoomorphisms cat, bison and the sinanimalistic element to coo are used. In two of the selected examples the use of the zoomorphism dog and the verb to gnaw is related to the description of the situation, and not to the characterization of a personage. Most of these zoomorphisms have a negative connotation and are used to emphasize the censured / disapproved qualities of the heroes of the novel (for the description of men – 63.6%, for the description of women – 55.5%, matching – 33.3%). Matching characteristics give general information that does not contain personal assessment since this group of words refers not to specific people causing a particular reaction, but to the ethnic group on the whole, which reduces the possibility of a negative assessment to a minimum (unless it is a case of a white character’s words). In the description of men the most frequent are zoomorphic characteristics that reflect the behavior of the characters, as for women zoomorphisms that describe appearance are most often used.

It should be noted that the number of names of wild and domestic animals used in the formation of zoomorphic structures is somewhat different. So, for the characteristics of men this number is 45.5% (wild) to 54.5% (domestic), women – 55.5% (wild) to 44.4% (domestic), coinciding – 2 to 1. When any of the heroines of the novel describes another female character

16

Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 2 (25), 2019 ISSN 2587-8093

she uses a zoomorphism which is based most often on the name of a domestic animal. Whereas if a female character is characterized by a man, then he most often uses the name of a wild animal. This is most likely due to the fact that women considered their main role to be the head of the family, i.e. take care of the household. Men, most likely, perceived the established order of things with a woman at the head of the family as an insult, as a violation of natural laws, respectively, in their description they emphasized the “wildness” of the weaker sex, turning them into a kind of breadwinners, i.e. men stresses women’s acquisition of traits traditionally attributed to the stronger sex. This assumption can also explain why men use the name of a domestic animal when describing a representative of their own sex, whereas women describe men using zoomorphisms with the names of wild animals. Perhaps the last aspect is also connected with the fact that men were often separated from their families and all responsibility for the family fell on the women’s shoulders. Women expressed their resentment and pain emphasizing men’s desire to break free, not to be restricted by any obligations. From the foregoing, we can conclude that the examples given in this article make it possible to better understand the peculiarities of the internal organization of the life of the ethnic group, to consider ways of development and formation of Afro-American cultural identity.

References

[1]Africanci v stranah Ameriki: Negritianskiy component v formirovanii nacii Zapadnogo polyshariya / otv.red.d-r nayk E.L.Nitoburg. – M.: Nayka, 1987. – 406 s.

[2]Vakorina I.V. Lingvokyltyrnij concept "Motherhood" ("materinstvo") v afroamerikanskoy kartine mira: dis….kand. filol. nayk: 10.02.04. – Smolensk, 2017. – 168 s.

[3]Morgan K.L. The ex-slave narrative as a source for folk history. – Thesis (Ph. D.) – University of Pennsylvania, 1970. – 178 p.

[4]Sapojnikova Y.L. Kategoriya identichnosti kak hudojestvennaya dominant v afroamerikanskih klassicheskih i novih istoriyah rabov (XIX – XXI vv.): dis. … d-ra filol. nayk: 10.01.03. – Ivanovo, 2014. – 412 s.

[5]Chugunova S.I. Fol’klornie motivi v hudojestvennoi proze Toni Morrison: avtoref.dis.

..kand.filol.nayk: 10.01.03. – Chita, 2008. – 22 s.

[6]Elektronnaya enciklopediya URL:https://en.wikipedia.org/wiki/Tar_Baby_(novel) (data obrascheniya 18.02.19).

[7]Tishkina D.A. Frazeologicheskie edinici s komponentom-zoonimom v angliiskom i russkom yazikah: sopostavitelnij analiz: avtoreferat dis. ... kandidata filologicheskih nayk: 10.02.20. – Kazan’, 2008. – 22 s.

[8]Pisanova T.V. Nacional’no-kul’turnie aspect ocenochnoi semantiki: Esteticheskie i eticheskie ocenki: dissertaciya…do.filol.nayk: 10.02.19. – Moskva, 1997. – 365 s.

[9]Solnceva N.V. Sopostavitelnij analis zoonimov russkogo, francyzskogo i nemeckogo yazikov v etnocemanticeskom aspecte: dis. ... kand. filol. nayk: 10.02.20. – Omsk, 2004. – 220 s.

[10]Kipriyanova А.А. Funkcionalnie osobennosti zoomorfizmov (na materiale frazeologii i paremiologii russkogo, agliiskogo, francyzskogo i novogrecheskogo yazikov): dis.

…kand. filol. nayk: 10.02.19. – Krasnodar, 1999. – 217 s.

[11]Katermina V.V. Predstavlenie nacional’no-kulturnoi specifiki obraza cheloveca v sisteme nominacii XIX veka: Na material russkogo I angliiskogo yazikov: avtoreferat dis….doc.filol.nayk: 10.02.19. – Rostov-na-Dony, 2004. – 42 s.

[12]Sviontkovskaya S.V. Funkcii zoomorfizmov v formirovanii pragmaticheskogo potenciala hudojestvennogo teksta: na material ispanskogo i angliiskogo yazikov: dis. … kand. filol. nayk: 10.02.20. – Pyatigorsk, 2000. – 225 s.

17

Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 2 (25), 2019 ISSN 2587-8093

[13] Vovk O.V. Enciklopediya znakov I simvolov / O.V. Vovk. – Moskva.: Veche, 2008. – 528

s.

[14] Elektronnii resurs, URL: https:// www. liveinternet.ru/ community/ 4677619 /post 383124425/ (data obrascheniya 22.02.19)

Analyzed sources

[1*] Toni Morrison. Tar Baby. – NY: Random House, Inc., 1981. – 306 p.

Dictionaries used

[1**] The idioms. Largest idioms dictionary. URL: https://www.theidioms.com/blind-as- a-bat/ (data obrascheniya 3.02.19).

18

Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 2 (25), 2019 ISSN 2587-8093

UDC 81.373.2

ASPECTS OF THE DYNAMICS OF THE SYSTEM:

THE RUSSIAN LANGUAGE IN ХХ1 CENTURY

I.P. Lapinskaya, A.K. Barkalova (Zatonskaya)

Voronezh State Technical University

Doctor of Philology, Professor of the Department of Foreign Languages and Translation Technology Irina Petrovna Lapinskaya

e-mail: deni-mar@list.ru

Voronezh State Technical University,

Aspirant of the Department of Foreign Languages and Translation Technology Albina Konstantinovna Barkalova (Zatonskaya)

e-mail: barkalova.albina@mail.ru

____________________________________________________________________________________________

Statement of the problem. The article is devoted to the multidirection of dynamic processes that mark the stages of the language evolution in the 21st century. The article also investigates trends and forms in which the unity of system properties of the language are reflected as well as specific features of the functional variants determined by spheres of their usage and written and oral forms.

Results. The multi-vector nature of the language evolution has become evident. The universality of morphology, vocabulary and grammar means that implement the language system upgrade has turned to be inseparably linked with the uniqueness of their selection and the use in the functional variants of the language. The spheres of their existence are determined by contrast of the concepts of culture / subculture, openness /closeness of communication, written / oral form of speech that is traditionally included in linguistics by contrast to the codified literary language and colloquial speech.

Conclusion. The presence of written and oral versions of the language is consistent with the understanding of the unity and integrity of its system. A certain kind of separation between these options is the phenomenon of the norm. The interaction of subsystems in the system is unidirectional and it is transferred from literary to colloquial speech. The system of nominative and word-formation processes inevitably requires the study of not only the relationship of variants to the norm but also the search of ways of obligatory development of the literary norm itself.

Key words: ways of word formation, system evolution, functional versions of the language, literary norms, subculture, culture, diversity of dynamics, coefficiency of literary language, colloquial speech.

For citation: Lapinskaya I.P., Barkalova (Zatonskaya) A.K. Aspects of the dynamics of the system: the Russian language in ХХI century / I.P. Lapinskaya, A.K. Barkalova (Zatonskaya) // Scientific Journal “Modern Linguistic and Methodical-and-didactic Researches”. – 2019. - № 2 (25). – P. 19-27.

Introduction

At the turn of the 19th-20th centuries, the Russian language displayed the properties that are certainly embedded in its system, while social, mental and cultural processes, relevant to modern Russia, brought them into the group of dynamically developing ones.

In addition, a new understanding is required for the concept of unity and integrity of the system, and linguists must consider their position with respect to the literary norm, its mandatory and dynamic nature, and propose the contemporary view of the interaction between the functional variants in the language.

___________________________________________

© Lapinskaya I.P., Barkalova (Zatonskaya) A.K., 2019

19

Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 2 (25), 2019 ISSN 2587-8093

Scientific substantiation of the problem

1.The intensifying social relations of various levels and different social orientation resulted in the language specialization of formal communication spheres. The stylistic system is being reformatted, which has so far expanded the number of stylistic variants of the literary language, particularly, by the style of advertising.

2.Informal contacts contribute to evolution of colloquial speech variants, and their typology is becoming the matter of discussion [3; 4; 5]. While literary written speech is meant to preserve the cultural unity of native speakers, the colloquial variants are focused on the coexistence of subcultures both within the spoken language and in harmony with the literary written form in the single space of the Russian culture and national language [6].

Therefore, linguistics is faced with the need to classify various multi-level innovations of the integral system [7] and, thereby, determine the stage of language evolution.

Methodology of the research

The object of research is materials of personal files. They represent the units of advertising style, i.e. proper names of business objects as well as nominations found in oral speech types, i.e. in spoken language of Voronezh residents, youth slang, and the language of waiters and medical staff. The subject of research is the units of various language subsystems in the

aspect of universality and uniqueness of manifesting the dynamic state of the Russian language of the 20th century.

The objective of the study is to highlight the unity of the system and the trends in language evolution, as well as the stage of theoretical understanding of the system in dynamics, in particular, its relation to the norm.

The material of research includes the advertising style data and spoken variants of the Russian language, which are terminologically defined as city language and social dialects (jargons, slangs). The authors’ personal files contain the lexical units of 30 jargons, namely, those of camp counsellors, doctors, theatre performers, restaurant workers, football fans and others, recorded or obtained through survey among native speakers.

The methods of analyzing the material include the intralingual correlation of nominative units, borrowed from various communicative variants of the Russian language in aspects of semantics and word formation.

The results of the research

1.The issues related to authorsip of neologisms.

Still А.А. Potebnya wrote that a language is evolving not by efforts of linguists, but by average level of people’s consciousness. In times of the so-called mass penetration of neologisms into Russian language, the phrase of the classic of domestic linguistic science once again makes us draw attention to issues, related to authorship of nominations, actively or reluctantly used by native speakers in their speech.

1.1.Authorship in advertisement.

The formation of the advertising style has resulted in specialization of the language system resources to transmit effective messages, specified by objectives and goals of commoditymoney relations. It also caused the emergence of specialists creating relevant speech products. Among the specialists in advertisement, copywriters have been distinguished, whose professional duties include the creation of texts, belonging to various advertising genres, as well as namers, i.e. those who are intended to become the authors of new names for business objects and goods [8].

Since the main task of advertising is to urge for buying the proposed goods, the use of language means must maximize the target audience of potential customers, and the means of literary written speech forms are borrowed by the advertising style. Truly, native speakers repeatedly came across the oral speech units both in advertising texts and on business signboards. With all dynamism in advertisement turnover, such nominations are becoming factors of its inviability.

20

Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 2 (25), 2019 ISSN 2587-8093

An important condition of advertising impact is positive evaluation of what is advertised. Naturally, the units of oral speech are more evaluative than those of written speech. However, their use is not consistent with the main condition of advertising, namely, the expansion of the target audience. Various types of oral speech always carries the features of certain subculture, social or territorial one.

Let us give some examples:

In Voronezh, it is possible live in Vayakh (derived from VAI, the name of Voronezh university, which has never been founded), in Skhyakh (derived from the abbreviation of SKHI, the Institute of Agriculture - at present, Voronezh State University of Agriculture), and go by taksyakh (by taxi). However, the pseudo-case forms with meanings of space or travel mode, derived from indeclinable names and adopted by the city language, are not acceptable by the literary norm. Moreover, VAI and SKHI are abbreviations whose components are not assumed by system paradigmatics.

In youth slang, prospekt Revolutsii was once called Shalopaevka, while Koltsovskiy Skver was «tested» by nicknaming Shaiba, with none of the variants, becoming official nominations. Nevertheless, the evaluatory component of proposed nominations is very significant.

In other words, in conditions of advertising, the size of the target audience requires the observation of the general linguistic norm. The high degree of evaluation, cultivated by oral speech, has to give way to literary forms, in which the impact upon the audience is achieved by other capabilities of the system. These are the means, a namer is intended to detect.

Obviously, the profession of a namer requires a broad range of knowledge from an advertiser. It includes the knowledge of history, culture and the Russian language in its diachrony and current trends. Moreover, special training must be combined with what is commonly called

«language taste» or «intuition». The authorship of a namer can always be recognized.

1.2. Authorship in spoken language.

The colloquial variants of the Russian language, mentioned above, are otherwise created by the «average level of people’s consciousness». However, in the event of their occurrence, certain conditions are also observed.

The spoken word must always bear the imprint of the social or territorial group, in which it is created and functions. For example, this is only medical staff which calls a hospital attendant an utkonos, аnd names the arrival of an ambulance with a patient as diskoteka. Those outside the community of musicians do not know who labukhs are, and how one can play a string instrument in a manner like paltsem po ruke (literally, with a finger along the arm). In turn, the computer jargon speaker can interpret the phrase «U moei materi sovsem mozgi poleteli, pora menyat» («it is time to replace a motherboard in my computer, the present one went out») in an adequate way, without a criminal tinge.

Social and territorial specificity in colloquial nominations is another side of literary speech universality. We will draw attention to the fact that social groups, involved in the generally known type of language contacts, common for all, can significantly vary in size. On the one hand, there is a language of a city, and, on the other, there is a slang of children’s theatre actors. Of course, the company of a single theatre is incomparable with a megapolis in size.

Moreover, social groups may be even smaller. In the courtyards and at schools, companies are formed, and they have their own language. As a rule, these are nicknames or aliases. Such names can accompany a person for many years. Recently, it has become obvious that there is also a peculiar language of the family. This includes kids’ words and family nicknames, kept in memory. It must be said that family language has been shaping for a very long time.

In the language of a city, nominations emerge spontaneously, and it is difficult to recover their authorship. For example, a new trade and entertainment complex «Моskovsky Prospekt» began to be called MP, which gave rise to emergence of new variants; the shop «Galereya Chizhova» (as affiliated with a similar type of objects) is now called GCH, while the transport stop «Voenny Gorodok», spatially located near MP, is named VG.

21

Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 2 (25), 2019 ISSN 2587-8093

The type of oral speech variants, called jargons or social subsystems, is particularly interesting in terms of authorship of nominative units which compose it. Let us recall that jargon is a type of integrated and unified system of the Russian language, existing in its spoken form, which provides for communication through informal contacts and is designed to be the language for cronies.

Each variant of oral speech carries the idea of a special subculture, however, it is becoming prioritized in jargons. Besides, jargons retain certain closedness of its language. In addition, the jargon units are used between the communicants in a single space-time continuum, and their impact is manifested here and now.

The contingent speech of users of such language subsystems is always highly evaluatory, but the emotional colouring of evaluation varies from one jargon to another. For instance, the jargon of medical staff is humorous, while the one of football fans is sharply evaluatory, often in a negative aspect. This aspect of contingent languages can be the matter of special analysis.

There is always a leader in social groups, using jargon. Another reason why he leads others is the fact that he possesses the linguistic flair and is able to propose nominations, necessarily entering into communication between company members. The term «propose» denotes two types of linguistic activity, namely, to invent oneself and to borrow from a group of another subculture.

Summing up the discussion about the authorship of colloquial speech units, let us stress once again that, in overwhelming majority of cases, language is created by the «average level of people’s consciousness». At the same time, the authorship of slang nominations is reserved by the group leader.

The reflections on the authorship of neologisms have shown fundamental differences in authorship between the advertising style of writing and various subsystems of colloquial speech. I would like to note the integrity of the systemic process in the Russian language of the 21st century. The number of nominative units is being constantly replenished. Let us turn to how the system is implemented.

2. Word formation in the modern Russian language.

There are three known ways of supplementing the language with nominations: а) reconsidering the semantics of an existing word; b) the morphological formation of neologisms, involving the components of the word’s morphemic composition; c) the inclusion of borrowings in the language.

Each of the mentioned ways of supplementing the vocabulary is relevant for the language synchrony of the system as a whole, however, it has its own characteristics in various variants of written and oral speech.

2.1.Semantic word formation.

The reconsideration of the word semantics involves the evolution of its secondary meanings. Literary and colloquial speech differs in scope in which this process is implemented. New meanings of a functioning word can be categorized as concrete and/or abstract ones.

2.1.1. Semantic processes in colloquial speech.

In slang variants of colloquial speech, one concrete meaning is substituted with another. A neologism is certainly the type of transferring the characteristics by the capacity of the inner form of an original word. For example, a phonendoscope is called ushi (ears) by doctors, while young smartphone users employ this word to for naming headphones. The way of creating figurative meanings is metonymic transfer. The word itself remains within its substantiveness.

The counselors in children’s camps call the kids as karandashi (pencils). The similarity in properities of living beings and artifacts is perceived visually, namely, small size, different colours of clothes and objects, its ability to easily fall apart, etc. This is the example of a metaphoric transfer of meaning. In such cases, the word does not extend beyond the category of substantiveness either.

22

Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches” Issue 2 (25), 2019 ISSN 2587-8093

In youth slang, phraseologization is extensively used [9; 10]. For example, the meaning «to rest» can be conveyed by the following set phrases: ukhod v otryv, lovit kaif, laitovy den, ya v tope vsekh chartov, tuz v moikh kartakh, zmeyu dushit, davit podushky, davit na massu, vecher v khatu, navodit kipesh, dryat nogi.

The derivativeness and figurativeness in semantics of phraseologisms are beyond a doubt, and they are understood as part of slang.

2.1.2. Semantic processes in an advertising style.

In speech products of the advertising style, namely, the proper names of business objects (PNBO), semantic word formation is qualitatively and quantitatively presented by other variants [11].

The metonymic transfer in the «public-private» paradigm was extensively used by Voronezh namers a few years ago. Since then, there have been city cafes, named «Тarelka», «Vilka», «Vermishel». The ordinariness of individual items, used during a meal, and food products themselves is hardly agreeable with romantic expectations of customers (clients or guests, as referred to by owners of food courts).

Another type of semantic transfer is evolving in the names of supermarkets «Perekrestok» and «Аrena». The semantic change of spatial lexemes is due to a set of characteristics that can be reconsidered. Space appears as a place of active actions of subjects and induces the imagination of a potential buyer, causing him to conceive the space size and its qualitative filling. This option represents a more sophisticated way of creating a figurative meaning that does not fit into current understanding of a metaphor or a metonymic transfer. It would be more precise to say that this technique is developing on the basis of those already indicated. The complexity of this technique and two-level semantics reveal the symbolism of nomination.

The most sophisticated way of forming proper names of business objects is represented in such nominations as «Bantik», «Bazilik» and «penka». The names do not «select» a set of characteristics or a single obvious feature, common for semantics of an original word and its derivative. They objectify what makes the product perfect or reflects its high quality, the so-called closeness to perfection.

«Bantik» is a gift shop, and its name denotes the final component of festive wrapping; «penka» names a cafe, in which coffee is claimed to be the main course, and the foam on the drink surface is always the principal attribute of its high quality; «Bazilik» is an exquisite condiment for a variety of dishes (in a way, the final component either), therefore, the signboard stirs up imagination.

The nominations presented in this group simultaneously possess two meanings within a style. Such nominations must be recognized as symbols.

With the well-known authorship of PNBO and the authority of a social group leader, the thesis of A.A.Potebnya should be understood and accepted in the sense that the associative way of namers and initiators of slang nomination, causing the emergence of metaphors, metonymy and symbols, is certainly paved by national culture, carried not only by a single person, but also by the society he is incorporated into.

In the sphere of PNBO, phraseological word combinations are not popular, despite the existence of cafes, named «Tikhaya Zavod» and «Vostochny Bazar». Obviously, new variants are hardly evolved in the semantics of the units already created, having figurative meaning.

So, semantic word formation remains one of the intensive processes of supplementing the language vocabulary, both in its written literary form, and in variants of spoken speech. The results of semantic evolution in various sub-systems have a different quality. The colloquial speech is dominated by metonymic transfer and metaphorization, whereas symbols are created in speech forms of the advertising style, namely, proper names of business objects.

At the same time, the results of word formation, specified by various frequency in subsystems mentioned, do not violate the integrity and consistency of the Russian language, but «adorn» it. Their harmonic combination largely determines the vector of system evolution.

23