Urbanonyms in the Commercial Sphere: Structure and Semantics

Nowadays, the name is crucial for commercial companies since it can solve the problem of identification and make the organization recognizable to potential customers. Therefore, names that combine elements of two or more languages are becoming more popular. In that case, one of the most important things is to highlight the most effective naming models and check the correctness of their use. The goal of this paper is to offer an overview of commercial multilingual urbanonyms by analyzing the structural and semantic properties of Nizhny Novgorod urbanonyms and to develop recommendations for the city administration and entrepreneurs on correct and effective commercial naming. The present study employs component, structural and semantic analysis for the onyms interpretation and creation of their classification. The survey method is used to identify effective and ineffective principles and methods of commercial nomination. The research material consists of 200 Nizhny Novgorod commercial urbanonyms that contain elements of two or more languages. The study reveals that commercial multilingual urban names are formed according to specific models, which include transliteration, reproduction of original graphic appearance, combination of original and borrowed words, mixed graphic presentation. 4 principles of the nomination of motivated commercial urbanonyms of the city of Nizhny Novgorod are identified, including anthropological, attributive, local and natural principles.