Nasakina S. Structure and Functions of Proper Names in Pharmaceutical Advertising Texts

The dissertation studies proper names in the Ukrainian, Russian and English languages on the material of pharmaceutical advertising. The study demonstrated that such advertising texts are characterized by coherence, integrity and pragmatic orientation and are complex and composite formations, with the main components being the title, slogan, body, echo-phrase, promotional details, signed illustrations, trademark and comments. The research analyzed onomastic space in pharmaceutical advertisements, defined its core and periphery in the Ukrainian, Russian and English languages. The study determined productivity of onyms in pharmaceutical advertisements. The analysis of structure and genre of pharmaceutical advertisements traced interdependence between the genre and structural components of pharmaceutical advertisements and proper names, as well as the functions of proper names in the analysed languages.