FEATURES OF NAMING IN THE SPHERE OF CATERING (BY THE EXAMPLE OF CAFES OF YEKATERINBURG)
Bryukhova Ol'ga Yur'evna, Startseva Natal'ya Nikolaevna
Ural State University of Railway Transport
Abstract. The article reveals the essence and basic functions of naming as a marketing field aimed at finding commercially successful names of goods, services and firms. The authors conduct the research of features of naming of public catering establishments in Yekaterinburg. Based on the results of the content analysis of the structure and length, the language form, the themes and methods for creating the names of the cafes, key principles and trends in the construction of names are revealed. Some recommendations are offered to the owners of the restaurant business to formulate the names of public catering establishments.
Key words and phrases: выразительные средства языка, нейм, нейминг, немотивированные слова, слова не с прозрачным значением, структурно-семантическая конструкция, языковая форма, expressive means of language, name, naming, unmotivated words, words with ambiguous meaning, structural and semantic construction, language form
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