The article deals with regional ergonymic units in the context of pragmatics. Common thematic groups of nominations of holiday agencies of the city of Astrakhan have been identified. The relevance of the article is determined by the tendency to expand the urban onomastic space, the dynamics of the lexical composition of the language fund and the study of ergonyms as socially oriented units in the pragmatic aspect. By the method of continuous sampling from the 2GIS electronic directory, a card file of 104 names of enterprises providing services for the organization of events is compiled. From the point of view of pragmatics, the article assesses the appropriateness, suitability of using a particular lexeme, phrase or replica as the names of commercial objects. Most of the considered ergonyms reflect the intention of nominees to attract the attention of addressees to the enterprise, to encourage them to acquire the services provided by this firm. An important factor in the effective work of an ergonym is the coincidence of the nominator's idea and the perception of the name by the target audience. To stimulate the emergence of favorable associations with the ergonym, nominees use anthroponyms, replica ergonyms, phytonyms, names of sweets, emotional and evaluative vocabulary. The pragmatic orientation of ergonymic innovations is to inform about the services provided and encourage potential customers to purchase them.
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