Учебное пособие 1681

aphorization and eponymy, which act as models of non-combinatorial properties. Deonymization within the studied lexical-semantic field functions on the basis of stem-composition and has the features of epithetization (adding a specific feature through the addition of an eponym in the initial position). Despite the fact that the semantic ways of terminological neo-word formation (13.4%) in the structure of lexical-semantic field «Smart energy systems» in the modern English language are not so widespread as lexical ones (86.6%), the change in the intensional components of special language units is more flexible due to the greater mobility of the meaning of lexical units in the language evolution.

References

[1]Zhou L. Neologism in News English // Sino-US English Teaching, April 2016. Vol.

13.No. 4. P. 292–295. (in English)

[2]Kobenko Yu.V. Iazykovaia situatsiia v FRG: amerikanizatsiia i ekzoglossnye tendentsii [Language Situation in FRG: Americanization and exoglossic tendencies].Tomsk, Tomskiy Pol. Univ., 2014. 360 p. (in Russian)

[3]Snisar A. Yu. Spetsifika neoleksiki amerikanskikh SMI XXI veka. Diss. kand. filol. nauk [Neologizatsion specificity of American massmedia in XXI century. Cand. Philol. Sci. Diss.] Omsk, 2018. 257 p. (in Russian)

[4]Dimitru E.Sh. Strukturno-semanticheskii analiz russkoi terminologii neftedobychi. Avtoref. diss. kand. filolog. [Structural-semantic analysys of Russian terminology in oil production industry. Cand. Philol. Sci. Diss. Abs.].Moscow, 2009. 24 p. (in Russian)

[5]Sharafutdinova N.S. Leksiko-semanticheskie protsessy v nemetskoi aviatsionnoi terminosisteme [Lexical and sematic processes in German aviation term system]. Ulianovsk, UlGTU, 2016. 204 p. (in Russian)

[6]Prokhorova V.N. Russkaia terminologiia (leksikosemanticheskoe obrazovanie) [Russian terminology (lexical-semantic formation)]. Moscow, Phylological faculty, 1996. 125 p. (in Russian)

[7]Sklyarevskaia G.N. Metafora v sisteme iazyka [Metaphor in the language system]. St. Petersburg, Nauka, 1993. 152 p. (in Russian)

[8]Grinev-Grinevich S.V. Terminovedenie. Ucheb. posob. [Science of terminology. Teaching aid]. Moscow, Izd. tsentr «Akademiia», 2008. 304 p. (in Russian)

[9]Volodina M.N. Kognitivno-informatsionnaia priroda termina (na materiale terminologii sredstv massovoi informatsii) [Cognitive-informational origin of a term (on the material of massmedia terminology)]. Moscow, Izd. MGU, 2000. 128 p. (in Russian)

[10]Martseva T.A. Paralimpiiskaia leksika v sovremennom angliiskom iazyke: strukturno-sistemnye i funktsional'no-normativnye osobennosti. Diss. kand. filol. nauk [Paraolympic vocabulary in the modern English language: structural and systemic features. Cand. Philol. Sci. Diss.]. Barnaul, 2018. 215 p. (in Russian)

[11]Zherebilo T.V. Slovar' lingvisticheskikh terminov. Izd. 5-e, ispr. i dop. [The dictionary of linguistic terms. 5th edition, revised and enlarged]. Nazran', OOO «Piligrim», 2010. 486 p. (in Russian)

[12]Shmeleva T.V. Onomastika : ucheb. posobie [Onomastics : teaching aid]. Filial FGBOU VPO «KubGU», Slaviansk-na-Kubani, Izdatel'skii tsentr filiala FGBOU VPO

«KubGU», 2013. 161 p. (in Russian)

Analyzed sources

[1*] Stephen L. Herman. Delmar’s Standard Textbook of Electricity. 5th Edition. Delmar Gengage Learning, 2011. 1115 p.

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Dictionaries used

[1**] Oxford Advanced Learners’ Dictionary. Oxford: Oxford University Press, 2015. 1056 p.

[2**] Collins Dictionary [Online resource] Available at: https://www.collinsdictionary.com/ (Accessed 20.12.2019).

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UDC 81.26

CULTURAL PRIORITIES EVOLUTION AS THE BASIS

OF THE NOMINATION PROCESS DYNAMICS

I.P. Lapinskaya, М.А. Denisova

____________________________________________________________________________

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

Candidate of Philological Sciences, Associate Professor of the Department of Foreign Languages and Translation Technology

Marina Alexandrovna Denisova e-mail: deni-mar@list.ru

____________________________________________________________________________

Statement of the problem. The article proves the leading role of cultural processes in the evolution of society, encompassing the social, economic, linguistic and other spheres of its localization. Being subordinate to these factors, the linguistic factors – nominative ones - influence and determine the dynamics and nature of language development in different areas: stylistic, semantic, word-building.

Results. The new study confirms that dynamic processes are multidirectional and mark the stages of language evolution in the 21st century. It is expressed, in particular, in the frequency of application of the nominative triad

“producer / seller - product / service - buyer / user”.

In the XX century it was conventional to put the name of the product on the sign. In the beginning of the XXI century it gave way to different options for nominating a manufacturer or seller. Twenty years later it was replaced with types of target audience designation. The rate of language evolution within the described lexical subsystem became obvious.

Conclusion. The method of lexical material analysis that is adequate to the material and objectives of the study allows us to expand the boundaries of the study that is to introduce into linguistic circulation nominations on signs in other megalopolises, as well as to enrich the scientific base of the special approach with lexical units of other subsystems. All this will make it possible to obtain new evidence and prove that the original hypothesis was true. In addition, the dynamics of the principles of nomination stimulate the study of the increasing role of the new name author - namer.

Key words: proper names of business objects (PNBO), nominative triad “producer / seller - product / service - buyer / user”, inner form of the word, word formation methods, system evolution, advertising style.

For citation: Lapinskaya I.P., Denisova М.А. Cultural priorities evolution as the basis of the nomination process dynamics / I.P. Lapinskaya, М.А. Denisova // Scientific Journal “Modern Linguistic and Methodical-and-didactic

Researches”. – 2020. - № 1 (28). – P. 76 - 85.

Introduction

The residents of Voronezh can see signboard nominations, constantly changing both quantitatively and qualitatively. Quantitative changes are explained by economic reasons, since companies either emerge, or disappear. Qualitative changes in the area of nomination are explained by the change in cultural priorities, as well as by language processes and personal capabilities of new names’ authors, i.e. namers.

________________________________

© Lapinskaya I.P., Denisova М.А., 2020

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The dynamics of nominative processes in the Russian language of the 21st century, its specific manifestations and the trend of evolution require the investigation by specialists in linguistics (сf.: Novichikhina [1]).

Methodology of the research

1.The qualitative language innovations on signboards are associated with changes in cultural priorities, which is reflected in various degrees of address to components of the nominative triad «producer/seller – product/service – user/buyer». The evolution of priorities is an open-ended question [2].

2.New names retain the uniqueness, necessary for advertising, and arouse the associations, causing the target audience to buy. The novelty in the use of lexemes, existing for centuries, is based on the linguistic taste and erudition of namers. The capabilities of the internal form of a word, included in the advertising style, remain the matter of linguists’ professional interest.

The object of the study are factors and types of change in the process of selecting language units for the role of PNBO. We analyze both the names of the 20th century shops and the proper names of business objects, developing in the 21st century. The subject of the study are proper names of Voronezh business objects in nominative and word-forming aspects, having been observed over twenty years.

The purpose of the study is to determine the trend in evolution of the nominative system of the Russian language, using the material of the lexical subsystem, localized in space and time.

The materials, included in personal files of article authors, which represent the types of signboard nominations, recorded over almost a quarter of the century, are subject to special analysis.

The methods of material analysis include the synchronous and diachronic intra-linguistic comparison of nominative lexical units in the aspects of their semantics and word formation.

Results of the research

We can single out three stages in the development of signboard nominations in terms of

time of their functioning and on grounds for selecting a particular name. The first, which manifested itself in the 20th century, is associated with a single state form of ownership. The second one, spanning two decades of the present century, and the third, which is unfolding in the present days, reflect the cultural priorities of the private business era.

The companies of the private business era (namely, shops, hairdressing salons, pharmacies, etc.) had signboards, indicating the company type: a canteen, a pharmacy, a hairdressing salon. The individualization of companies in the speech of residents was based on either of two

parameters, a number or an address. It was possible to hear: «How nice the cups are, brought to the 120th!» or «The master, having appeared in the hairdresser’s salon on the avenue, is so good!», «Yesterday, in the 34th one, there were unexpectedly delicious pies». The canteens had another way of individualization, i.e. the one, based on the contingent they served, namely, a factory, a student, or a dietary one.

The shops specified the type of goods they sold, for example, Fabrics, Bread, Milk, Books, Clothes, Footwear, as well as Juices and Waters, Vegetables and Fruit, etc. As we see, nouns in plural, names of object classes and complex words were used for nomination. In some cases, abbreviated words emerged, such as Kulttovary (recreational goods), Sporttovary (sports goods) and a word combination Detskie tovary (children’s goods).

In oral speech, with prevalence of conversational forms, the shops themselves were called bread shop, dairy shop, fish shop, bookshop, etc., with appropriate specifications in terms of address and number.

There was an unsuccessful attempt to individualize the shops. For example, many bread shops got the name «Коlos» (an ear), children's goods were sold under the label «Pinocchio», while household goods were labelled «A thousand little things».

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Shops with a wide assortment of goods were called differently; e.g. food products were sold in groceries, while manufactured ones were in department stores (both were also differentiated by address or number, e.g. a grocery in Kirov street, a department store on the Avenue (or CDS, Russian: ЦУМ). Very rarely, colloquial names like «Utyuzhok», «Akvarium», etc., penetrated this sphere.

Individualizing nominations also appeared in cafes and restaurants. For example, in Voronezh, there were two well-known cafes with proper names, «Россиянка» (Russian girl), and «Улыбка» (Smile). Only there, it was possible to hold a wedding celebration, other type of celebration or a youth event, while others acted as fast food outlets and practised self-service, with no music heard in them. Such cafes had colloquial names, e.g. «Шишка» (cone),

«Ступенька» (step), etc.

With a degree of conventionality, the nominations of restaurants can be called individualizing, since restaurants opened in hotels and carried the same name: «Russia», «Voronezh», «Don». The only restaurant, called «Мoscow» was in a «Tsentralnaya» hotel.

Let us summarize the data, concerning the names of shops, cafes, hairdressing salons, etc. in the Russian language of the 20th century. Signboard nominations represented a trade, a catering or a service company by the type of product or service provided. Such names are associated with the state form of ownership and comply with the norms of business style.

The identical indications of product types, accepted for signboards, were individualized in oral speech by mentioning the address of the company or its number. In this case, shop indications were often restricted to adjectives, derived from nominations of product types. A system of colloquial company names began to take shape.

The relative freedom in the choice of proper names for restaurants and, in rare cases, for cafes, was limited by their unity with the names of relevant hotels, and also by the principle of nomination; this role was played by geographical names. The nouns of other semantic groups were not often found on signboards.

The new stage in the evolution of PNBO coincides with the beginning of this century. In the cultural and economic sense, it is associated with the transition from state to private forms of ownership.

The number of business objects has naturally increased, so buyers and users found themselves in a situation of making their preferred choice [3; 4; 5; 6]. It was found that each element of a business object must be necessarily focused on the ultimate goal of the object created, i.e. profit-making.

This period is marked by emergence of a separate area of special activity, i.e. advertising. Naturally, it needs specialists of different profiles: designers, PR-managers and namers [7]. Last century, namers, creating the PNBO, did not get professional training in the national system of higher education, therefore, each novice advertiser had to gain qualification, using foreign publications.

The search for words, capable of acting as PNBO, caused and still causes problems due to several reasons.

1.The lack of language erudition among native speakers of the Russian language due to constantly decreasing level of reading in Russian literature. Many natively Russian words and borrowings of past centuries are not familiar to contemporaries.

2.The absence of dictionaries of the Russian language of past centuries, or extremely scarce comments on semantics and evaluatory capacity of words, included in existing dictionaries.

3.The undeveloped linguistic taste of namers, along with poorly developed special skills of word selection, which must be gained through professional (particularly, linguistic) training of advertisers.

4.The ignorance of cultural and linguistic processes in both the history of civilization and modernity, their focus and the rate of change in their components.

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5. The cultural nominative and intra-systemic linguistic properties of a word remain unexplored, which, since the times of A.A.Potebnya, has been known to linguists under the term

«internal word form».

The listed problems, occurring to advertisers on their way to creating a new PNBO, became apparent in the practice of recent decades, and their overcoming assumes the emergence of new signboards, successfully fulfilling the advertising tasks.

The signboard nominations, functioning in Voronezh, allowed us to formulate the basic principle of name selection [8]. Besides, the formation and change of nominative priorities were also observed.

The basic principle, underlying the choice of a proper name, is the address to one of three components of the nominative triad «producer/seller – product/service – buyer/user ». This triad designates all actors of buying and selling process, and the advertising nomination of each is able to ensure success.

Each actor of commodity-money relations is characterized by its inherent set of properties, which become the basis of nomination. When designating the producer and the seller, the new name is based on authority of the person. Goods and services are usually described by their quality or quantity (i.e.assortment). For buyers and users, it is important to have a positive effect of using the thing they have acquired.

The deviation from nominative traditions of the 20th century has primarily affected the product/service component, which was a sole one with a different form of ownership. Attention was drawn to a business object by raising its status or indicating a wide range of goods. At this time, hairdressing salons turned into beauty salons, while groceries and department stores became superand hypermarkets. The uniqueness of catering companies was conveyed by chaikhana, taverna, Evrostolovaya and other names of company types.

The unfolding of the «status raising» process might result in ridiculous things. For example, it is unclear, for what reasons the word restaurant appeared on the signboard of the «Granat» teahouse, and the widely known City Park «Grad», in some cases, was presented as a City Park «Grad» shopping mall. Of course, a signboard omits the quotes, necessary in terms of punctuation, however, the arising question is how to correctly call this business object in a text. Where are uppercase and lowercase letters used, which are, in the sense of design, distinguished (or not distinguished) by colour and graphics on a signboard?

The status of the company and the wide range of offered goods were designated by indicating the spatial scope of a business object. The shops were called as follows: «Джинс Ленд»

(Jeans Land), «Океан цветов» (Ocean of Flowers), «Империя сумок» (Handbag Empire),

«Планета Секонд-Хенд» (Second-Hand Planet), «Акватория» (Water area), «Территория бани» (Bath area), «Атмосфера» (Atmosphere), as well as «Здоровый город» (Healthy City)

(a pharmacy). Other word components, having spatial semantics, were not considered.

Let us substantiate our opinion. The concept of area means large, but open space, which is difficult to correlate with the Russian idea of the bath. The previously used goods are not correlated with the concept of planet in terms of evaluation. The example list of inappropriate nominations can be continued.

The above-mentioned naming trend can be explained by the prevailing idea that a wide choice of products, promised at the entry to the sales company, will ensure the growth of sales, resulting from the influx of buyers, believing in advertising.

The wide assortment of goods was designated by word combinations, including numerals, e.g. «Семь дней» (Seven days, a cosmetics shop), «36, 6» (a pharmacy), as well as single names of space types («Перекресток» (a crossroads), «Линия» (a line), etc.).

Let us pay attention to the fact that neutral nominations of goods, accepted in the 20th century during shaping of new names of business objects began to be extrapolated to the whole nominative triad, owing to transferrable meanings of lexemes used and their positive emotional colouring. This process activated the formation of the advertising style, which was not a part of

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the style system of the 20th century Russian language, however, the shaping of new economic conditions was naturally reflected in the language.

The company status and a wide choice of services or products, indicated on a signboard, informed about the first component of the triad (i.e. a seller or a producer) in an implicitly positive way. The consumer data was implicated very seldom, mainly, in the names of pharmacies. Verbally, the customer could be imagined as follows: those who need the thing.

Therefore, the names of foodstuffs and items accompanying food consumption, that did not realize the wishes, disappeared from signboards over time.

Since the images of a seller and a buyer only began to be shaped in the culture of the time, the search for namers was conducted in various directions. The metonymic nomination turned out to be demandable; the (whole) company was called by the name of its characteristic (specific) attribute. That was the origin of the flower shop «Оrkhideya» (orchid), the canteen

«Таrelka» (plate), the cafes «Vilka» (fork) and «Vermishel» (pasta), the shops «Мuline» (needlework items), «BEGEMOTiK» (children’s toys) [9], «Pchelka» (bee products), the hairdressing salon «Zolotye Nozhnitsy» (Golden Scissors).

The correlation of general and special in the process of nomination opened up great perspectives. For example, the toy shop could be called either «Slonik» (elephant), or «Zaichik» (bunny). The list of cutlery items is also quite extensive in the Russian language, and the assortment of dishes is even greater. However, the names of foodstuffs and household goods, accompanying food consumption, that did not realize the wishes, disappeared from signboards over time.

The namers also used metaphors. The affectionate attitude towards a child was reflected in names of children's centers: «Коtenok», «Pchelka» [10]; festive situations were meant to be conveyed by names of gift shops «Larets s podarkami», «Sunduchok s podarkami» (Chest with Gifts), etc. The analysis of names, representing figurative nominations, showed that the scope of general language metaphors hardly correlates with a business sector.

In the service sector, security companies have emerged. Their names are close to symbolic designations of a defender, e.g. "Wolf" (wolf), "Vepr" (boar), "Orlan" (eagle). Using examples, we can conclude that all types of meaning transfer, known to science, are popular in creative work of namers.

As it turned out, fixed word combinations, conveying figurative meanings in the language system, are quite limited in their ability to penetrate the advertising style. It is possible to name a cafe as "Tikhaya Zavod", "Vostochny Bazar" [11]. It is obvious that, among all possible characteristics of such a type of business objects, only the environment of client communication is actualized.

At this stage of name formation, the following thing became clear. If repeated nominations are not interesting to manufacturers and sellers, then the use of the same method of creating a new name does not lead to the desired result, namely, it does not arouse positive associations among customers, not resulting in the purchase.

In addition, using tropes as a means of semantic transfer and actualized figurative meanings did not point to other components of the triad, i.e. the seller and the buyer.

The first component of the triad, the seller or the producer, was also mastered by namers. The initial thesis about the producer/seller authority, ensuring high sales, was not questioned by creators of new names, but the level of business development has not yet brought a proper name (an anthroponym) onto signboards. Therefore, in the advertising style, the class of names representing real business people as nominations of business objects is still not formed.

In the language, a proper name represents a class of nouns in anthroponymic, toponymic, zoonimic and other variants. Their communicative and nominative task is to unambiguously distinguish a concrete object or subject from a number of similar ones. Such a name is documented in passports and other types of official papers. In the style of advertising, anthroponyms found themselves in quite a complicated speech situation, especially, in the role of signboard

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nominations. On the one hand, they helped to establish the passport identity of the seller and the producer; on the other, the advertising usage activated the secondary, derivative and figurative nature of lexical meaning in nominations.

In other words, the prevalence of transferred meanings in lexemes of various semantics and lexicomorphological reference on signboards hardly correlated with semantic capacity of proper names of people, anthroponyms, fixed in the language. The usual documentary basis of the name, supported by its centuries-long use in the official and business style, hardly correlated, (especially at first), with advertising promotion of goods, which required its figurative interpretation. In each case, the kind of interpretation is required that will arouse positive emotions in the buyer, causing him to take actions, necessary for the seller.

The divergence of nominal processes in various, now coexisting styles, made it difficult to interpret the proper names, not leading to the results desired. For example, it appeared that the scope of using real names of producers in the advertising style was quite narrow.

The situation of comprehension and effect upon the consumer was complicated by the fact that the units of this class had already conveyed figurative meanings at the time of their emergence and integration into the language. So, the female name Viktoriya was translated as victory, Irina was peace-bringing, Vladimir was interpreted as world-owning, Bogdan was granted by God, and Valery was healthy. This series can be continued for quite a long time. So, it is difficult to determine the way of name interpretation in each particular case. It is impossible to solve this task without appropriate «clues».

There are several types of the use and interpretation of proper names. As a rule, if a signboard carries only a surname, or a first name-surname combination, it is a real person.

In Voronezh, proper names of producers/sellers can only be seen on signboards, indicating the professional work of famous people, e.g. «Nadezhda Dorokhova» (the shop of designer’s copyright products), «Кalinin» (the medical centre of the doctor, bearing this surname).

When using a name without a surname (even more, in the suffix form), the nomination is interpreted as figurative. The metaphorical capacity, as we see, helps to differentiate the forms of proper names. It should be noted that, in signboard nominations of business objects, the diminutive forms are predominantly acquired by female names, having no direct reference to the seller (the producer).

Such names as «Lenochka», «Маshenka», take their places on kiosk signboards. The diminutive forms of female names are associated with the memory of loved ones, after which the shops were named. In such examples, it is difficult to recognize the advertising way of nomination; it was widely popular in the 20th century.

However, the memorial component was primarily concerned with surnames, and the area of nomination included the city streets: Kutsygin street, Friedrich Engels street, Lidiya Ryabtseva street, Kirov street, Karl Marx street, etc. As we see, the suffix forms of names were not used, and the name-surname combination is not always found. More and more often, street names indicate the social status of the person, after which they are named: Marshal Zhukov, General Lizyukov, Writer Marshak.

Male names with no surnames are rarely found on signboards, and such signboards disappear quite quickly. It is difficult to understand, how to interpret such a name. Does a buyer see a real name or another metaphor? Let us give a typical example.

The shop of men’s clothes in Voronezh was named «Georg». This name continued the series of nominations of identical objects and realized the targeted aspiration, i.e. raising the social status of those men, who would buy the clothes in shops with names, implicitly indicating this possibility: «Status», «Galstuk», «Caesar», «Georg».

Among the nominations were nouns of different subclasses, namely, the abstract name «Status», the concrete name «Galstuk», the title nomination «Caesar», and the anthroponym «Georg» (this was the name of five English kings). Apparently, the problem of anthroponymic

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interpretation resulted in the fact that «MEN’S CLOTHES» remained the only signboard inscription.

Let us add the following. The diminutive female name «GAPOCHKA» suddenly became the proper name of men’s clothes shop. As appears, this name does not specify the positive characteristics of the target audience, i.e. men, but attests to women’s care.

In new types of nominations, the seller’s position on signboards is taken by well-known surnames: «The Bakery of Volkonsky», «The Pastry of Stolle». The foreign family name Stolle may not be interpreted; it is enough to simply believe that this is the owner’s name (although, there are associations with the surname of the famous Voronezh plant owner of the 19th century). However, the noble family name Volkonsky, known in Russian history and culture, is hardly associated with any production process. The overlapping of various information types results in the effect of stylistic reduction. Instead of sales growth, there is a decline in buyer’s interest due to mistrust in the seller.

The effective, though rarely applicable way of seller’s nomination is its name in the following form: У + genitive case: «U dyadi Kosti» (a cafe), «U Palycha» (a shop), in which colloquial variants record the positive effect of informal communication. Such communication, as a rule, is successfully completed, since shopping brings joy both to the seller and the buyer.

The signboards carry the indications of places of goods’ manufacture, for which various forms of toponyms are used. So, it is possible to find a geographical location where a commodity is produced, e.g. «Smolensk Diamonds», «Furniture from Italy», «Wines of Fanagoria». The absence of the producer’s real name on a signboard does not stimulate the sales growth. On the contrary, its use would embarrass potential buyers, raising doubts about the seller’s sincerity.

Therefore, the use of the first component of the triad «producer/seller – product/service – buyer/user» as a basis for nomination correlates with the following linguistic properties of anthroponyms, i.e. the initial transferability of lexical semantics, unambiguous passport characteristics and speech multiplicity both within the advertising style and in the form of signboard nomination.

Male and female names show different properties in signboard nominations. Direct nominations are extremely rare, since they refer to real producers only, which is correlated with types of business objects. In this position, the owners’ indications are effective in indirect case forms with spatial meaning.

Also, namers master the methods of target audience nomination, i.e. a buyer and/or a user. For an advertising signboard message, it is essential that it should stimulate positive associations to induce the shopping. The types of such effects turned out to be numerous.

The nominations of goods, displayed on signboards, initially implicate the positive effect.

The change in the man’s appearance is caused by desired raising of his status, as in proper names of business objects: «Status», «Galstuk», «Caesar», «Georg».

At the same time, such method of meaning transfer is not used in the field of nominations, related to women’s clothing shops. Apparently, this is due to the fact, that the status of a woman is not conveyed by a dress, but by accessories, shoes and perfumes. The attempts to put such nominations on signboards were unsuccessful, since it was difficult to understand that the shops like «Кabluk» or «Fiji» sell clothes for women.

The positive effect of buying goods or using services of catering companies in Voronezh began to be conveyed by actualization of meanings, just presupposed in the lexemes: «Bantik» (a bow) «penka» (a crema), «Bazilik» (basil).

A bow, as a rule, crowns the festive gift packaging, which is consistent with a gift item. This is why we consider the appearance of this word on a gift shop signboard to be a success. It must be said that it has been keeping its function for almost ten years. Moreover, the subsequent names (i.e. our examples) appeared after it.

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The crema, represented on the signboard in Latin, is a mandatory component of the drink, served in a coffee shop, i.e. high-quality coffee. This subtle, but, so to say, delicious part of the drink is well known and appreciated by gourmets and amateurs. Therefore, the PNBO «penka» stimulates the target audience.

Basil is known as a rare and exquisite seasoning of meat dishes. The signboard name assumes the pleasure from a high-quality dish. Therefore, the nomination of the oriental seasoning, used in small quantities, was appropriate in this function.

As you can see, the mentioned and illustrated method of namers proved to be quite effective. However, as already mentioned, even the most interesting ways of shaping new meanings are limited in specific manifestations, since high frequency of examples reduces the effect.

A special place among signboard nominations is occupied by verb varieties: «Мой-ка! (let us wash)», «Покупай-ка! (let us buy)», «Будь здоров! (Bless you)», «Не болей! (be healthy)», «Не проспи! (Do not oversleep!)». All of them represent a directive speech act, imitating communication between the seller and the buyer. However, the choice of their constituent means is a matter of discussion.

For instance, verbs with a –ka particle reproduce the relaxed, fairly intimate communication between the interlocutors, which goes beyond the official situation of purchase-and-sale relations. The constructions, including НЕ (do not) are not accepted in the advertising style, since a negative verb form names an action, producing connotations, being far from seller’s goals. The nomination «Будь здоров!» (bless you) is the only one, acceptable on a signboard. It is a phrase, present in the language, and it expresses a wish, not a directive.

A business object name is able to divide the audience into certain groups. One of the most frequent cases is grouping by gender and age. It is typical for clothing shops, hairdressing salons and some medical institutions. There are three groups, namely, goods and services for men, for women and for children. The focus on men or women is evident in the use of male, or female names, professions or other characterstics, e.g. «Аdam», «Georg», «Alexander», «Igor Dorokhov», «Voronin», «Коnsul», «Каnzler», «Mister Iks», «Velikan», «Маcho», «Muzhskoy Stil»; «Lady & Gentelmen», «Nicole», «Caterina Leman», «Katrin», «Yulia», «Кseniya», «Primadonna», «Prelestnitsa», «Pyshka», «Тri Tolstushki», «Krasivoe Platye», «Кrasivaya doma».

The names of hairdressing and beauty salons are mostly free from gender and age reference. However, the lexeme «barber shop», which appeared in recent years as an indication of the new format of men’s service (i.e. a hairdressing salon, designed for men) immediately points to the target audience, without shifting this function to the actual name: «Men’s Club & Barbershop», barbershop «OldBoy», «Barabas», «Mr.Right», «Fedel», «Borodach», «Frant».

The differentiation by age allows to select the shops and medical centers offering goods and services for children and teenagers: «Аistenok», «КаRаPuZiК», «Dochki-Synochki», «Yunior», «Naslednik’», «Detka», «Gorod detstva», «Detskiy Mir», «Кrokha», «Detyam do 16…», «Stomatosha».

In recent years, it has become popular to indicate the price category of goods, which reflects various financial capacity of potential buyers in language means. While, in previous years, the high status of goods and the business object itself were of importance, now its price availability for target audience is actualized.

The lexeme «ekonom», included as part of names, assumes moderate prices to consumers, e.g. in shops like «Semeynyi Ekonom», «Ekonom», «Ekonom Karman», «ТеkhnoEkonom», «Mebel Ekonom’», or in hairdressing salons «Ekonom Stil», «Ekonom-Lyuks», «Ekonomklass», «Economy-hairdressing salon «Podstrigalkin». The noun «hairdressing salon» itself, which, for a number of years, was actively substituted with a word combination «beauty salon», became demandable again and, in itself, indicates the low price of services.

A similar function is performed by the word «social», e.g. in pharmacies like «Sotsialochka», «Sotsialnaya Apteka» and in the clothing shop «Sotsialny». The socially important

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