LEXICAL-SEMANTIC AND PRAGMATIC ASPECTS OF BUILDING SPORT BRAND NAMES AND SLOGANS

Abstract

The article focuses on aspects of the brand name origin and sport brand advertising slogans building. Two elements of brands, such as the name and advertising slogan, are considered in detail. The name identifies the brand and distinguishes it from others, the advertising slogan is designed to highlight the views and the main target of the company. In the presented study, the peculiarities of the sport brand name’s origin were established. The names of companies may originate from Latin or Greek, relate to the subject of sports, or be associated with geographical names and objects. In addition, some brands were named after their founders or agile wild animals. Moreover, the lexical-semantic and pragmatic features of advertising slogans of sports brands were singled out and analyzed. According to the communicative and pragmatic type of sentences, slogans are divided into declarative, imperative, interrogative and exclamative sentences. Declarative slogans may contain the name of a particular brand and lexemes of belonging to the sports sphere or to a particular sport. Imperative slogans contain verbs in the imperative form, referring to the semantic groups of “state” and “process”. Interrogative slogans are aimed at consumers’ considerations regarding the quality of a brand or a certain product. Customers subconsciously turn to a certain company to find an answer to the question posed in the slogan or to make sure that the stated information is authentic. The least popular group of slogans are exclamative slogans, the task of which is to express the emotional component and emphasize certain opportunities that the brand can provide. The research results can become an important basis for further fundamental studies on the peculiarities of sport brand names and slogans.