Semantic-stylistic status of brandonyms

Abstract

The article deals with the consideration of brandonyms from the standpoint of defining the status of lexical affiliation and their role in the stylistic organization of different texts. The article analyzes the issues aimed at clarifying such terms as «universal», «etrangism», «barbarism», as well as defines «brandonym», «text», determines the ability of brandonyms to acquire the characteristics of stylistics of certain messages, including advertising texts, and those that promote a particular idea implicitly. The onym space of any text is a reflection of the subjective assessment of the word by the author, therefore, the article emphasizes the peculiarities of introducing brandonyms to the texts of the above functional styles of modern Ukrainian standard language, as well as the specifics of mental and linguistic view of the world of an individual – the author of certain messages – as a representative of ethnolinguistic culture, the native of a separate language and philosophy. The relevance of the article is due to the need to trace functioning of proper names, in particular brandonyms, to try to establish their status in different texts. The aim of the article is to define the status of brandonyms from the standpoint of their affiliation to a certain group of vocabulary and stylistic purpose in the texts of literary and journalistic styles. Research methods are due to the peculiarities of the analysis of proprial vocabulary, which involves the use of descriptive method and a comprehensive approach to considering the functioning of specific lexical units in a particular text and their potential to create a certain stylistic intonation and power in achieving the overall goal of discourse formulation. In our opinion, the article is a necessary study in the research of Ukrainian onomastics, in particular the stylistic functions of proprietary names in various texts. Conclusions. Brandonyms cannot be assigned to one specific group: «barbarism», «entragism», or have only an understanding of it as a linguistic universal as all other propriatives both purely for theoretical reasons and in terms of functioning in a separate text, the studied language units may vary in the aspect of a clear assignment to one named group of vocabulary. From a stylistic point of view, brandonyms are not endowed with superpowerful properties of creating some sublime or lyrical intonation of the text, but have considerable potential to help achieve the goal of literary style – to reproduce the socio-temporal color of the described events and phenomena – and journalistic – providing voluntative function, and to act as a dominant of linguistic ambivalence.