Відображення ідеологічних спрямувань і домінантних ідентичностей епохи в класі ергонімів

Анотація

Background. Language is a complex social phenomenon that can be analyzed autonomously as a thing in itself or in its connections with speech community and social history. Modern linguistics tends to integrate pure structural approaches to language processing with pragmatics, which enables deeper insight into language role in society, e.g. its power as an ideological instrument. In that respect, analysis of business names is especially productive since it reflects speakers believes and preferences. 

Purpose. The purpose of the article is to identify features of business names that can reflect ideological preferences of nominators, which is of importance for revealing general picture of the system (s) of values that exist in a specific period of time in a specific country. I consider that motivation of these names indicates possible ideological preferences of society. 

Results. Having analyzed structural and semantic patterns of modern Ukrainian business names, I identified several system of values notable in the scope of Ukrainian business names at the beginning of the 21st century. First, there is clear evidence that global trend prevails in the system of values. Its main manifestation is active usage of loan words and compound words, as well as adjectives with meaning ’global’, ’international’. Second, regional identification is revealed through the usage of derivations from ’euro’. Third, national/ethnic identification can be detected in cases of employment of the proper name Ukraine and its derivations, as well as other national symbols. Fourth, Soviet ideological heritage is still visible in Ukrainian business names. Fifth, usage of scientific terms shows that rational world view is important for argumentation in business. 

Key words: business names, naming, motivation, ideology, values.