ERGONYMS AS COMPONENTS OF PHARMACEUTICALS ADVERTISING TEXTS
Journal Title: Мова - Year 2015, Vol 0, Issue 23
Abstract
The article deals with the functioning of ergonyms in pharmaceuticals advertising texts. The purpose of the article is the analysis of the ergonyms functioning in pharmaceuticals advertising texts. The tasks are defining the specifics of the ergonyms functioning in pharmaceuticals advertising texts and creating an ergonyms classification on the material under study. There were found similarities in the pharmaceuticals advertising texts in the Ukrainian, Bulgarian and Russian languages. The article presents a brief description of ergonyms in different historical periods. It gives the characteristics of ergonyms in pharmaceuticals advertising texts. The role of proper names in the pharmaceuticals advertising texts is defined. It is proved that ergonyms serve as an additional source of expression, they promote disclosure of advertising text’s ideas. A nominally created ergonyms classification in pharmaceuticals advertising texts has been offfered, according to which the following ergonyms groups are presented: 1) the names of the medical and scientific institutions, 2) the names of national and international organizations concerned with health, 3) the names of pharmaceutical companies. The nominative, information and advertising, suggestive, cultural and symbolic functions of ergonyms in pharmaceuticals advertising texts have been outlined.
Authors and Affiliations
Svetlana NASAKINA
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