COMMUNICATIVE AND FUNCTIONAL TYPOLOGY OF COMMERCIAL NAMES

Abstract

Introduction. The paper focuses on the analysis of commercial names in communicativefunctional aspect and development of their typology. Constant spreading of the commercial names
of goods and need for development of the new effective nominations promotes that along with
studying of such kinds of onomastics, traditional for linguistics, as anthroponym and toponym,
is updated the direction of a commercial names, which for a long time were on the periphery
of scientific research.
Purpose. The paper aims at the systematization and description of the main types of
commercial names in communicative and functional aspect. The purpose of the work provides
fulfilling the following tasks: to analyse specifics of communicative and functional approach
in the analysis of names of the commercial sphere; to allocate and describe the main types
of commercial names according to the illocutionary function which is carried out by them; to
define the most productive types of commercial names. The names of drinks and confectionery
have been chosen as the material for analysis.
Methods. The research is made grounded on the method of functional analysis, lexical
and semantic interrelations, pragmatic analysis.
Results. The main objective and specifics of the commercial name is put in his
illocutionary function, by means of which the nominator carries out the communicative intentions
put before him. By the character of this function in the speech act of assignment of the name,
it is possible to allocate motivated and unmotivated types of commercial names. The object-,
subject and addressee names belong to motivated names. Unmotivated commercial names can
be divided in symbolic and fantasy.
Conclusions. The analysis of the modern nominations gives the chance to allocate the
most productive addressee names. The orientation of modern commercial names on tastes and
preferences of the target consumer is confirmed also by the analysis of their linguistic criteria