Hrushevs'ka Y. Proper Names in Russian Advertising Text: Linguistic and Functional Aspects.

Object is the linguistic and functional changes in structure advertising pragmatonyms in the Russian advertising texts of the beginning of the 20th and the beginning of the 21st centuries. The aims are the analysis and comparison of proper names in the Russian advertising texts of the beginning of the 20th and the beginning of the 21st centuries in linguistic and functional aspects. Methods - general scientific, descriptive, comparative, quantitative analysis. The place of a proper name in the structure of advertising text is defined. The functions of proper names in advertising texts are determined; the peculiarities of structures and usage of proper names in Russian advertising texts of the beginning of the 20th and the beginning of the 21st centuries are analyzed. The focus is placed on the analysis of ways of enrichment of the structures of proper names in advertising texts of the beginning of the 20th and the beginning of the 21st centuries: transferrence from common nouns to onyms, transferrencefrom onyms to onyms, composition and borrowing. The analysis of correlation of proper names stock characteristic of a definite period of language development with social and cultural correlations in the society has been carried out; this connection is vividly observed while analyzing speakers' reaction to the perception of proper names in the advertising discourses of definite time periods under analysis. Spheres of use are the applied linguistic researches in pragmalinguistics, sociolinguistics, psycholinguistics, training courses.