Verbalization of the Concept МИР (WORLD) in Modern Russian Ergonyms (Based on Advertising Discourse)
Droban Victoria Vladislavovna
Krasnodar High Military Aviation School of Pilots
Submitted: 31.01.2022
Abstract. The aim of the study is to identify the features of the implementation of the general cultural concept МИР (WORLD) in modern Russian ergonyms, in which it is objectified by the lexeme "world" and its derivatives. The article considers the semantic components of the concept МИР (WORLD), as well as the ways of their verbalization in the ergonymic space of the Russian city. The scientific originality of the work lies in the fact that it for the first time analyses the means of representing the concept МИР (WORLD) in modern Russian advertising discourse considered by the material of ergonyms that nominate commercial organizations from various fields. As a result of the study, the author has identified a set of the most relevant semantic components of the concept МИР (WORLD) for advertising communication implemented in ergonyms using various means (grammatical, graphic, precedent texts, contamination of meanings, etc.).
Key words and phrases: концепт, эргоним, реклама, эргонимическое пространство, рекламный дискурс, concept, ergonym, advertising, ergonymic space, advertising discourse
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