Национально-маркированная лексика в составе коммерческих наименований

Abstract

Статья посвящена анализу коммерческих наименований, созданных на основе национально-маркированных лексических единиц. Основная цель этих названий – привлечь внимание потребителя и положительно повлиять на выбор именуемой продукции за счет апелляции к определенным образам, ассоциациям, эмоциям и оценкам, которые содержатся в коннотативном значении национально-маркированных лексем.

Стаття присвячена аналізу комерційних назв, створених на основі національно-маркованих лексичних одиниць. Основна мета цих назв – привернути увагу споживача і позитивно вплинути на вибір товару через апеляцію до певних образів, асоціацій, емоцій та оцінок, які містяться в конотативному значенні національно-маркованих лексем.

The article is devoted to the analysis of commercial names created on the basis of national-loaded lexemes. The main function of these names is to attract the attention of the consumer and positively influence on his choice appealing to certain images, associations, and emotions, which are contained in the connotative meaning of national-loaded lexemes. To increase the efficiency of a commercial name among a certain circle of consumers, namers often appeal to national-loaded lexemes. The peculiarities of national-loaded names are revealed mainly at the level of connotative meaning. It contains the whole range of associations, images, emotions, assessments, as well as value orientations, actualized in specific speech situations, and complements the denotation-signification meaning. Adequate perception of linguocultural information, which is contained in the connotative meaning of the name, is ensured by the identical level of the ethnonational competence of namer and consumer. As national-loaded commercial names, lexemes-ethnonyms, words and phrases that reflect the features of the national mentality, concepts from national history, precedent expressions (anthroponyms, chrematonyms, toponyms, ideonyms, mythonyms) are actively used. In modern commercial naming actively use the Soviet theme. Under the conditions of a large number of manufacturers and high competition in the commercial market, the use of national-loaded lexemes as nominations is quite effective, since such commercial names are perceived as markers of national identity that ensure the originality of a certain society in comparison with other national cultures, their pragmatic effect is aimed at actualizing axiological opposition "friend or foe".