DIAHRONIC AND SYNCHRONIC ASPECTS OF STUDYING KHARKOV COMMERCIAL ERGONYMS
In her article, S.N. Rudenko shows the results of the linguistic and statistic analysis of commercial ergonyms of central streets in the city of Kharkov in diachrony for the last 20 years. There are persistently low indicators in the use of Ukrainian language, a positive trend in the use of English, and a noticeable loss of their positions in Russian language. It is emphasized that the study of commercial ergonyms in the communicative space of a city makes it possible to identify sociological, cultural, historical, local semiotic peculiarities, as well as the specifics of national language functioning. Semantic and semiotic analysis in synchrony testifies that, informing about the name and profile of the enterprise, commercial ergonyms immediately and simultaneously influence a potential consumer. During the creation of the enterprise signboard, different language game techniques are used: lexical (words with the pronounced positive semantics, expressive richness; foreign language vocabulary); morphological (imperative form); syntactic (exclamation and interrogative constructions). Para-linguistic resources (illustrations, font, color, etc.) are also used to create an ergonym. As a result, an ergonym is identified as a unit of advertising discourse with its inherent structural conciseness, implicitness, high expressive and pragmatic saturation, polycodularity, or creoliziation of language).