ON THE STRUCTURAL-SEMANTIC CLASSIFICATION OF RUSSIAN PRAGMATONYMS

Abstract

The relevance of the topic is determined by the insufficient development of the pragmatic linguistic problem of classifying commercial product names. We explore this topic using ethnospecific material from the names of Pavlovo Posad shawls. Pragmatonyms represent national cultural and historical information based on various phenomena of the life world (flora and fauna, man-made objects, the world of human emotions, art, religion, precedent phenomena, etc.). Collectively, they encode national values and serve as a kind of encyclopedia of the mentality of the people, as their selection occurs on axiology-predetermined grounds. Various classifications of pragmatonyms are proposed in Russian studies, but all have shortcomings (the same classification basis applies to different types of pragmatonyms). This article justifies a new approach that offers a solution to the aforementioned problem and takes into account ambiguous cases where the name is metaphorical and/or consists of heterogeneous semantic elements.