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Abstract. The authors’ diverse researches confirm an idea that the formation of business objects’ proper names class specifying the development of the advertising style in the Russian language serves as a basis for factual and theoretical enrichment of the science of language. Ideas about the signifier and the signified connection in the sign, selectivity of linguistic units in response to innovations in stylistics, and diachronic and synchronic relations as a manifestation of the dynamic state of the language system gain new content
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Key words and phrases: имена собственные бизнес-объектов, номинации, мотивирующие признаки, многозначность, перенос значения, стиль рекламы, динамическое состояние языковой системы, proper names of business objects, nominations, motivational features, ambiguity, transfer of meaning, style of advertising, dynamic state of language system
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References:
- Stil' reklamy: rechevye formy: monografiya / I. P. Lapinskaya, M. A. Denisova, O. V. Gosteva i dr.; pod red. I. P. Lapinskoi. Voronezh: FGBOU VO "Voronezhskii gosudarstvennyi tekhnicheskii universitet", 2016. 161 s.
- Chto v imeni?: monografiya / I. P. Lapinskaya, M. A. Denisova, D. A. Sorokina i dr.; pod red. I. P. Lapinskoi. Voronezh: FGBOU VO "Voronezhskii gosudarstvennyi tekhnicheskii universitet", 2016. 219 s.
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Русский
