Linguopragmatic analysis of regional trademarks

About the authors:

Elina O. Gavrikova, Cand. Sci. (Philol.), Associate Professor, Department of General Linguistics, University of Tyumen; elina_gavrikova@mail.ru

Natalya V. Kayzer-Danilova, Cand. Sci. (Philol.), Associate Professor, Department of General Linguistics, University of Tyumen; fraukaiser@mail.ru

Abstract:

The article presents the results of a linguopragmatic study of regional trademarks on the example of the meat-containing products’ titles in order to determine the effectiveness of advertising strategies, tactics, and techniques undertaken by food producers for market promotion of a product, its positioning, and branding. An attempt was made to substantiate the seperation in the onomastic system of the language the category of titles of meat products, a new term is proposed — carnonym. Their semantic components and active word-formation models are revealed and described, their productivity is established. Regional onomastic vocabulary is considered as a source of linguistic, sociocultural, and linguo-ethnic information, which expresses culturally marked and pragmatically significant content. The description of regional pragmatonyms characterizes the linguistic picture of the Siberian, his modern cognitive picture of the world.

References:

1. Gorskaya N. L. 1975. “Structural-semantic and morphological features of verbal trademarks”. Grammar and Lexical Semantic Studies in Synchrony and Diachrony, pp. 26-41. Kalinin: Izd-vo Kalininsk. gos. un-ta. [In Russian]
2. Isanguzina I. I. 2008. “Pragmatonyms in the onomastic space: semantic, linguoculturological, and syntactic aspects (on the example of the names of confectionery products)”. Bulletin of Bashkir University, vol. 13, no. 4, pp. 990-993. [In Russian]
3. Kara-Murza E. S. 2008. “New times — new names. Commercial name as a rhetorical and marketing problem”. In: M. V. Lomonosov and Modern Style and Rhetoric: Collection of Articles. To the 300th Anniversary of the Birth of M. V. Lomonosov, p. 282-303. Moscow: Flinta; Nauka; Lomonosov Moscow State University. [In Russian] 
4. Komolova Z. P. 1971. “Lexico-semantic system of pragmonym (on the material of trademarks in the USSR and the USA)”. Proceedings of the Scientific Symposium. Series “Semiotic Problems of the Languages of Science, Terminology, and Informatics”, part 2, pp. 396-399. Moscow. [In Russian]
5. Kryukova I. V. 2004. “Advertising name: from invention to precedence”. Dr. Sci. (Philol.) diss. abstract. Volgograd. [In Russian]
6. Kryukova I. V. 2002. “Types of associative reactions in the perception of commercial nomens”. Metody sovremennoy kommunikatsii, vol. 1, pp. 119-127. Moscow. [In Russian]
7. Mordvinova N. G. 2008. “Verbal trademarks of alcoholic beverages (on the material of Russian, Chuvash, French, Italian, Spanish, German, and English”. Cand. Sci. (Philol.) diss. abstract. Cheboksary. [In Russian]
8. Novichikhina M. E. 2004. “Commercial name, advertising text, brand, trademark, nomen: differentiation of concepts”. Proceedings of Voronezh State University, Series: Philology. Journalism, no 1, pp. 165-170. [In Russian]
9. Podolskaya N. V. 1978. Dictionary of Russian Onomastic Terminology. Moscow: Nauka. [In Russian]
10. Soboleva T. A., Superanskaya A. V. 1986. Trademarks. Moscow: Nauka. [In Russian]
11. Superanskaya A.V. 1973. The General Theory of a Proper Name. Moscow: Nauka. [In Russian]
12. Superanskaya A. V. 2003. “Trademarks and service marks in Russia”. In: Methodology of Onomastic Research, p. 527-542. Olsztyn. [In Polish]
13. Superanskaya A. V., Staltmane V. E., Podolskaya N. V., Sultanov A. H. 1986. In: Theory and Methodology of Onomastic Research. Moscow: Nauka. [In Russian]
14. Turuta I. I. 2016. Ergonyms and pragmatonyms: similarities and differences. Visnykoj Dnipropetrovsk University. Series: Linguistics, no 11, vol. 22, pp. 159-170. [In Ukrainian]
15. Moi-portal.ru. “Tyumen dwellers eat too much meat and bread”. https://moi-portal.ru/novosti/469534-tyumentsy-slishkom-mnogo-edyat-myasa-i-khleba/ [In Russian]
16. Fayzullina I. I. 2012. “Nomination of gastronomic discourse: reflection in the linguistic consciousness of residents of a polyethnic city”. Vestnik Nizhegorodskogo universiteta im. N. I. Lobachevskogo, no 5 (3), pp. 118-125. [In Russian]
17. Fayzullina I. I. 2009. “Onomastic field of pragmatonyms of the modern Russian language”. Cand. Sci. (Philol.) diss. Ufa. [In Russian]
18. Yakovleva O. E. 2006. “Semiotic types of pragmatonyms of the modern Russian language (on the material of food nominations)”. Cand. Sci. (Philol.) diss. Novosibirsk. [In Russian]