Sinyavska O. Russian Commercial Nomination of XIX - XXI Centuries in the Communicative and Functional Aspects

The thesis is dedicated to research into Russian commercial nomination of XIX - XXI centuries in the communicative and functional aspect. The work defines the linguistic status of results of a commercial naming; extra-linguistic criteria which precondition a specific character of Russian commercial names of different historical periods are described; commercial nomination of XIX - XXI centuries are analysed at the graphic, phonetic, lexical and semantic and word-formative levels; main types of commercial names in the pre-revolutionary, Soviet and modern period are defined according to illocutionary functions they perform; inventory and productivity of the motives realised in commercial names of XIX - XXI centuries are determined; motivating attributes permanently existing in the course of evolution of Russian commercial naming as well as specific for each period of commercial name development are found; the most efficient motives used in creation of Soviet and modern commercial naming are detected by means of parameter analysis; specific nature of perception of efficient motives of the Soviet and modern periods by different age groups of prospective consumers is traced.