Abstract. The article focuses on the problem of personage naming in the oral folk narrations on merchants. The author identifies the originality of a story-teller (narrator) as a subject of naming activity, distinguishes the general principles of personage naming. Personage naming is presented as a process conditioned by genre peculiarities of the folk works under study, appropriate methods and techniques to depict reality.
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Key words and phrases: фольклор, устные народные рассказы, именология, именование персонажа, наименование, субъект именующей деятельности, объектные персонажи, folklore, oral folk stories, name studies, personage naming, naming, subject of naming activity, object personages
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