Vasylieva O. English Naming within Automobile Industry and Commercials in the 21st Century.

The thesis is devoted to a multifaceted research of modern automobile terminology which has changed due to the extralinguistic factors, namely technological, ecological, ergonomic ones, as well as design, advertising and branding. The paper focuses on the peculiarities of onomaseological and cognitive mechanisms of analogy, compression, association and metaphoric designation as the basic internal approaches in the automobile naming. Major types of word formation (derivation, compounding, word clusters, abbreviation) are specified. Verbalization of prototypes related to automobiles is revealed. Color names used in modern automobile advertising and marketing are analyzed. The research takes into account advertising and branding which are essential for modern automobile manufacturing and marketing and trigger coinage of new words. The use of visual and verbal means to pursue emotional and rational argumentation strategies in the automobile advertising is studied.