Linguo-Pragmatic Potential of Brand Names

Vashyst, Kateryna Mykolaivna

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Title	Linguo-Pragmatic Potential of Brand Names
Authors	Vashyst, Kateryna Mykolaivna
ORCID	http://orcid.org/0000-0002-2381-1143
Keywords	вербальний компонент вербальный компонент verbal component брендова назва брендовое название brand name лексичне значення лексическое значение lexical meaning рекламний дискурс рекламный дискурс advertising discourse
Type	Conference Papers
Date of Issue	2018
URI	http://essuir.sumdu.edu.ua/handle/123456789/72966
Publisher	Latvian Language Institute of the University of Latvia
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Citation	Vashyst, K. Linguo-Pragmatic Potential of Brand Names / K. Vashyst // International Scientific Conference. Onomastic Investigations, Riga, 10-12 May, 2018. – 2018. – P. 131-132.
Abstract	Brand names are analyzed as special pragmatic verbal signs which have lexical meanings, as they are characterized by conceptual attribution and lexical modality; the specifics of a brand is to name, to distinguish, and to differentiate objects of the same type. Brands as a component of the advertising discourse function as advertising names and differ from the other varieties of proper names by stylistic marking, as they are focusing on attracting the attention of an addressee. The brands formed by blending word formation method are also studied in the paper. The research has a great influence on the development of the lexicon of different languages of the world during the era of globalization.
Appears in Collections:	Наукові видання (ІФСК)