Precedent phenomena in commercial organizations’ proper names

Abstract

The methods of nominating commercial objects of urban space are described and one of the ways of forming the names of commercial enterprises – the use of precedent phenomena-is considered in detail. The material for the study was the ergonyms represented in the urban space by the names of various companies, enterprises of hotel and restaurant service, tourism, service sector (hairdressers, beauty salons, spa centers, recreation centers, saunas, etc.), the names of shops, shopping centers and shopping and entertainment complexes, cinemas, recreation and leisure enterprises, etc. Among the main ways of forming ergonyms, the following were identified: lexical (borrowing) and lexico-semantic (onymization of appellative vocabulary and transonymization); lexico-syntactic and word-forming. The analysis of the material showed that the names created using the lexico-semantic method and borrowed from various languages have a numerical advantage. The use of precedent phenomena in the creation of ergonyms is a fairly common technique in the modern commercial category "names of commercial objects". The most common ones are those formed on the basis of precedent names. This can be explained by the fact that the name of a commercial object should be easy to remember and at the same time rich in information. Precedent phenomena in names allow you to attract the attention of consumers, create an effective name and at the same time solve one of the main tasks of a commercial nomination – to have the necessary impact on the consumer.