TY - JOUR

T1 - Разговорная речь как ресурс для коммерческих номинаций городских объектов

AU - Issers, O.S.

N1 - Export Date: 11 March 2024 Адрес для корреспонденции: Issers, O.S.; Dostoevsky Omsk State UniversityRussian Federation; эл. почта: isserso@mail.ru Сведения о финансировании: Saint Petersburg State University, SPbU, 94033528 Текст о финансировании 1: ACKNOWLEDGEMENTS: The presented research was supported by Saint Petersburg State University, project no. 94033528 “Modeling of Russian megalopolis citi-zens’ communicative behavior in social, speech and pragmatic aspects using artificial intelligence methods”. Пристатейные ссылки: Backhaus, P., (2007) Linguistic landckapes. A comparative study to urban multilingualism in Tokyo, p. 158. , Вайрах Ю. В. Эргоурбонимия города Иркутска: структурно-семантический и лингвокультуроло-гический аспекты исследования: автореф. дис.... канд. филол. наук/Улан-Уде, 2011. 24 с. Clevedon, Buffalo, Toronto, Multilingual Matter LTD., (Multilingual Matter, 136); Fedorova, L. 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V., Ergourbonimiya goroda Irkutska: strukturno-semanticheskii i lingvokul’turologicheskii aspekty issledovaniya (2011) Avtoref. diss. kand. fi lol. nauk [Ergourbanonymia of Irkutsk city: structural, semantic and linguoculturological aspects of the study. Cand. philol. sci. diss. abstract], p. 24. , Шмелева Т. В. Прикольные вывески в современном российском городе//Коммуникативные исследования. 2023. Т. 10. 3. С. 542–557. Ulan-Ude; Backhaus, P., Linguistic landckapes. A comparative study to urban multilingualism in Tokyo. Clevedon, Buffalo, Toronto, Multilingual Matter LTD., 2007. 158 p. (Multilingual Matter, 136). Vepreva I. T. [Modern Russian ergonymy: in search for new forms] , 16 (4), pp. 168-179. , Voprosy onomastiki, 2019 (In Russ); Shohamy, E., Gorter, D., Linguistic landscape: Expanding the scenery. New York and London, Routledge (Taylor & Francis Group), 2009. 352 pp. Zamaletdinova L. R. Sovremennye russkie urbanonimy v aspekte kreativnoi rechevoi deyatel’nosti. Avtoref. diss. kand. fi lol. nauk (eds). [Modern Russian urbanonyms in the aspect of creative speech activity. Cand. philol. sci. diss. abstract]. RUDN University, Moscow, 2016. 24UR - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85186240831&doi=10.31857%2fS013161170029353-7&partnerID=40&md5=952b6d99c13fb38ac5d6dab83a1ad393

PY - 2023

Y1 - 2023

N2 - The article describes the features of a linguistic landscape of a modern Russian city due to colloquialisation of commercial nominations. The research material of 300 linguistic units includes naming of urban commercial objects (ergourbanonyms) i. e. names of shops, hotels, service companies and other enterprises taken from the reference system 2 GIS and other sources. The author suggests that cognitive, communicative and linguistic reasons cause the expansion of colloquial speech into the sphere of urban nomination. Cognitive prerequisites for the inclusion of marked linguistic units into the sphere of commercial naming are explained by the aims of positioning the object through its commercial name. Being an element of a brand, a name is always connected to forming an image of a product or a service in the consumer’s mind. Communicative and pragmatic prerequisites are associated with the informal communication usual to colloquial speech and the conditions of its implementation in the form of a dialogue. The dialogue between a producer and a consumer in the naming process is developed due to the activation of several roles typical for the situation of buying (a seller, a buyer and his/her signifi cant companion). Linguistic prerequisites of the “colloquial naming” arise due to the choice of a language code relevant to the target audience. The study also presents various examples of using marked colloquial speech units of different language levels. The author concludes that colloquial speech is relevant in terms of generating new names in modern commercial naming practices that are focused on a language code friendly to the consumer and the culture of everyday communication. © 2023 Russian Academy of Sciences. All rights reserved.

AB - The article describes the features of a linguistic landscape of a modern Russian city due to colloquialisation of commercial nominations. The research material of 300 linguistic units includes naming of urban commercial objects (ergourbanonyms) i. e. names of shops, hotels, service companies and other enterprises taken from the reference system 2 GIS and other sources. The author suggests that cognitive, communicative and linguistic reasons cause the expansion of colloquial speech into the sphere of urban nomination. Cognitive prerequisites for the inclusion of marked linguistic units into the sphere of commercial naming are explained by the aims of positioning the object through its commercial name. Being an element of a brand, a name is always connected to forming an image of a product or a service in the consumer’s mind. Communicative and pragmatic prerequisites are associated with the informal communication usual to colloquial speech and the conditions of its implementation in the form of a dialogue. The dialogue between a producer and a consumer in the naming process is developed due to the activation of several roles typical for the situation of buying (a seller, a buyer and his/her signifi cant companion). Linguistic prerequisites of the “colloquial naming” arise due to the choice of a language code relevant to the target audience. The study also presents various examples of using marked colloquial speech units of different language levels. The author concludes that colloquial speech is relevant in terms of generating new names in modern commercial naming practices that are focused on a language code friendly to the consumer and the culture of everyday communication. © 2023 Russian Academy of Sciences. All rights reserved.

KW - colloquial speech

KW - colloquialization

KW - commercial nomination

KW - ergourbanonym

KW - language of the city

KW - linguistic landscape

KW - name

KW - naming

KW - urbanonym

UR - https://www.scopus.com/record/display.uri?eid=2-s2.0-85186240831

U2 - 10.31857/S013161170029353-7

DO - 10.31857/S013161170029353-7

M3 - статья

VL - 2023

SP - 38

EP - 51

JO - Русская речь

JF - Русская речь

SN - 0131-6117

IS - 6

ER -