Frame Semantics as an Explanatory Model for Commercial Names Formation

244 Ac a Linguis ica Li huanica LXXXV GALYNA ZYMOVETS O. O. Po ebnya Ins i u e o Linguis ics o he Na ional Academy o Sciences o Uk aine ORCID id: o cid.o g/0000-0002-6232-7469 Fields o esea ch: Onomas ics, Linguosemio ics, Language Con ac s, Cogni i e Linguis ics. DOI: doi.o g/10.35321/all85-13 FRAME SEMANTICS AS AN EXPLANATORY MODEL FOR COMMERCIAL NAMES FORMATION F eimų seman ika, kaip aiškinamasis kome cinių pa adinimų o ma imo modelis ANNOTATION The a icle deals wi h he seman ics o p ope names. The au ho sugges s desc ibing he meaning o p ope names om cogni i e linguis ics pe spec i e, i.e. in e ms o he ame heo y. Naming s a egies o he ela i ely new onomas ic ca ego y o comme cial names cons i u e he subjec o esea ch, mo e speci ically hei co espondence o elemen s o he business ame. Analysis o mo i a o s o company and o ganiza ion names has e ealed i e main elemen s ha o m he espec i e business ame: ield o ac i i y (p oduc o se ice), place o ac i i y, ype o business o o ganiza ion, agen (add esse ), and ecipien (add essee), wi h he dominance o he i s h ee. They e lec he mos impo an ac o s o business in e ac ion. As a ule, comme cial and o ganiza ional names con ain mo e han one mo i a o , he mos equen combina ion being ield and place o ac i i y. They se e as ools o ei he in o ma i e o pe suasi e s a egy de e mined by he communica i e goals o a nomina o . Axiological mo i a ion is also salien among comme cial names ei he as a pa o he abo e-men ioned slo s o sepa a ely. Thus, in e p e a ion o he mo i a ion o company and o ganiza ion names equi es aking in o conside a ion ex alinguis ic expe ience and knowledge. KEYWORDS: company names, seman ics, mo i a ion, ame, communica ion s a egy. S aipsniai / A icles 245 F ame Seman ics as an Explana o y Model o Comme cial Names Fo ma ion ANOTACIJA S aipsnyje nag inėjama ik inių a dų seman ika. Au o ius siūlo ap ašy i ik inių a dų eikšmę iš kogni y inės ling is ikos pe spek y os, . y. eimų eo ijos kon eks e. Ty imo objek as – san ykinai naujos onomas inės kome cinių pa adinimų ka ego ijos į a dijimo s a egijos, iksliau, jų i e slo s uk ū os elemen ų a i ikmenys. Išanaliza us įmonių i o ganizacijų pa adinimus mo y uojančius eiksnius, paaiškėjo penki pag indiniai elemen ai, ku ie suda o a i inkamą e slo s uk ū ą: eiklos s i is (p oduk as a paslauga), eiklos ie a, e slo a o ganizacijos ipas, agen as i ga ėjas (ad esa as), dominuojan ims pi miesiems. Jie a spindi s a biausius e slo są eikos eiksnius. Pap as ai kome ciniuose i o ganizaciniuose pa adinimuose y a daugiau nei ienas mo y uojan is eiksnys, dažniausiai de inama eiklos s i is i ie a. Jie a lieka in o ma y iosios a ba į ikinamosios s a egijos unkciją, nus a omą nominan o komunikacinių ikslų. Viena iš anksčiau minė ų a ba sa a ankiška aksiologinė mo y acija aip pa y a s a bi kome cinių pa adinimų suda ymo dalis. Taigi, aiškinan įmonės i o ganizacijos pa adinimų mo y aciją, eikia a siž elg i į eks aling is inę pa i į i žinias. ESMINIAI ŽODŽIAI: įmonių pa adinimai, seman ika, mo y acija, eimai, komunikacijos s a egija. 0. INTRODUCTION Classi ica ion o all nouns in o wo dis inc ca ego ies o nomina p op ia and appella i a has a long his o y. The p oblem had al eady been discussed in Old G eek adi ion whe e A is o eles dis inguished uni e sal and indi idual names by he c i e ia o hei abili y o p edica e one subjec o mo e, his examples o p ope and common names being: ‘man’ is a uni e sal, ‘Callias’ being an indi idual (A is o eles 1963: 47). In mode n imes, John S ua Mill sha ed A is o eles’s idea o he unc ional dis inc ion be ween hese wo classes: “A gene al name is amilia ly de ined, a name which is capable o being uly a i med, in he same sense, o each o an inde ini e numbe o hings. An indi idual o singula name is a name which is only capable o being uly a i med, in he same sense, o one hing” (Mill 1882: 34). Thus, he e is a consensus ha p ope names a e linguis ic uni s asc ibed o indi idual en i ies. The dispu e a ises wi h an a emp o de ine he na u e o he meaning o hese classes in a clea and noncon o e sial way. The mos polemical issue is whe he p ope names ha e bo h iden i ying and ca ego izing componen s in hei seman ics. J. S. Mill conside ed only common names o be ully- ledged names as hey can deno e ce ain a ibu es o a subjec , whe eas p ope names “do no indica e o imply any a ibu es as belonging o hose indi iduals” (Mill 1882: 40). Acco ding GALYNA ZYMOVETS 246 Ac a Linguis ica Li huanica LXXXV o him, p ope names a e jus use ul ools o indi idualiza ion. J. S. Mill denies hei po en ial o ca ego iza ion because hey do no ha e conno a i e meaning, i.e., i is impossible o conclude abou he subjec ’s a ibu es om hem. Alan Ga dine also sha es his poin o iew by emphasizing ha p ope names ha e p edominan ly iden i ying and dis inguishing powe . “In he i s place, he hings called by p ope names a e mos ly membe s o a se in which he esemblances conside ably ou weigh he di e ences, so ha special labels, as i we e, a e equi ed o ma k he dis inc ion” (Ga dine 1954: 38). Hence, p ope names se e in u e ances as means o dis inguishing be ween i ems ha belong o he same subca ego y. Unde s anding o p ope nouns as a class wi hou deno a ion p e ails among mode n esea che s. Richa d Coa es a gues ha p ope nouns a e senselessly e e ing exp essions dep i ed o deno a i e meaning (Coa es 2017). F an Colman conside s hem o be nominals ha do no ha e ange o deno a ion (Colman 2008: 40). Willy Van Langendonk and Ma k Van de Velde also a gue o asc ibing he senseless s a us o p ope nouns a language le el, poin ing ou ha “nei he names no p onouns appea o ha e sense, ha is, de ini ional lexical meaning” (Van Langendonck, Van de Velde 2016: 27). On he con a y, O o Jespe sen suppo ed he opposi e app oach o he seman ics o p ope names as hey in oke mo e con en han common names: “[…] I should en u e o say ha p ope names (as ac ually used) “conno e” he g ea es numbe o a ibu es” (Jespe sen 1924: 66). F om his poin o iew, “no sha p line can be d awn be ween p ope and common names, he di e ence being one o deg ee a he han o kind” (Jespe sen 1924: 70–71). Acco dingly, he e a e shi s om one ca ego y o ano he (known as onimiza ion and deonimisa ion), which a e qui e nume ous in languages o he wo ld. The idea o exis ence o di e en ypes o meaning, including he lexical one, in p ope nouns is suppo ed by S a an Nys öm who s a es ha “apa om he lexical meaning and he p op ial meaning (as used abo e), e e y p ope name in a gi en si ua ion gi es ise o one o mo e p esupposi ional meanings” (Nys öm 2016: 47). Among p esupposi ional meaning he esea che di e en ia es ca ego ical meaning, associa i e meaning, and emo i e meaning. Upon close conside a ion o hese pola posi ions, i becomes clea ha he eal disc epancy be ween hem could be aced down o he unde lying heo y o language. O. Jespe sen emphasized he impo ance o con ex , i.e., seman ics is no es ic ed exclusi ely o he s uc u al aspec o language, and, consequen ly, meaning hea ily depends on speech ac ci cums ances. The Uk ainian linguis o 19 h cen u y Olexand Po ebnya also suppo ed a simila posi ion in seman ics a guing ha he meaning o a wo d could be es ablished only in a speci ic con ex . Howe e , i a esea che d aws a clea dis inc ion be ween language sys em, on S aipsniai / A icles 247 F ame Seman ics as an Explana o y Model o Comme cial Names Fo ma ion he one hand, and speech, on he o he , which is ypical o s uc u alism, hen i is o conclude ha p ope names a e meaningless because hey lack clea de ini ions wi hin he language sys em i sel . Ne e heless, e en in his case, some p ope names can show ce ain ca ego izing powe . A. Ga dine poin ed ou ha pa icula cul u es ha e a ca alogue o common pe sonal names, and he ega ded hem as disembodied p ope names e sus mono e e en ial embodied ones (Ga dine 1954: 8–10). These names (p ope lemmas in e ms o W. Van Langendonk) do ha e a classi ying meaning since hey belong o an es ablished onomas ic class wi hin he language sys em. Jespe sen’s posi ion on ha issue seems o be mo e jus i ied since only speech has an on ological dimension whe eas he no ion o he language sys em is a heo e ical app oxima ion based on he esea ch o eal language usage. Mo eo e , i is impo an o bea in mind ha e en analysis o p ope names om he semasiological pe spec i e shows ha hey do no di e om common names in many espec s. Fi s , bo h classes ha e gene al ca ego ical meaning, i.e. hey belong o he class o nouns (deno ing subs ances s ac ions o a ibu es) and pa ake in espec i e hype nym/hyponym axonomies (ci y/ moun ain/pe son, e c.). Second, hey o m de i a i es, which means hey en e in o pa adigma ic ela ions wi hin he language sys em. Thi d, hei meaning is subjec o gene aliza ion due o deonimiza ion p ocesses (boyco , panama, balacla a, sandwich). Thus, p ope names seman ics sha es many ea u es wi h common nouns, wi h he c ucial dis inc ion o he i s being designa ions o unique en i ies. 1. MEANING OF PROPER NOUNS AND FRAME SEMANTICS The idea o he con ex ual meaning o p ope names is close o cogni i e seman ics, acco ding o which e bal concep ualiza ion is based on he human expe ience. Consequen ly, linguis ic meaning is o embodied na u e and equi es aking in o accoun he ea u es and se ings o eal communica ion. Cogni i e linguis ics has de eloped nume ous app oaches o seman ics in e p e a ion so a , e.g., sc ip s, image schema a, cogni i e me apho , e c. Ma in Minsky o mula ed he heo y o ames o knowledge and de ined a ame as “a da a-s uc u e o ep esen ing a s e eo yped si ua ion” (Minsky 1974: 2). Cha les J. Fillmo e elabo a ed his e sion o ame seman ics acco ding o which ca ego iza ion o expe ience is based on “a mo i a ing si ua ion occu ing agains a backg ound o knowledge and expe ience” (Fillmo e 1982: 112). Thus, meaning is encyclopedic by na u e and i s analysis equi es GALYNA ZYMOVETS 248 Ac a Linguis ica Li huanica LXXXV ex a-linguis ic da a. F ame seman ics seems o be he mos sui able heo e ical backg ound o in e p e a ion o he meaning o p ope names as i enables a desc ip ion o main cons i uen s o a name-gi ing si ua ion and allows s uc u al ep esen a ion o he con ex . F om he ame seman ics pe spec i e, he name-gi ing p ocess is ela ed o a ame o knowledge and p ope names asc ibe ce ain a ibu es o a pa icula en i y. Naming o new uni s ( e e en s) is based on exis ing ames ( isual, seman ic and sc ip s); he e o e, he mo i a ion o new names can be aced o main elemen s o he espec i e ame, i.e., wi hin cogni i e seman ics, such change o meaning is desc ibed as me onymy. Resea ch o mo i a ion pa e ns o p ope names can e eal whe he he ame s uc u e unde lines hei seman ics. An onomas ic class o business and o ganiza ion names (desc ibed as e gonyms in Podolskaya 1988: 151) cons i u es he bes ounda ion o such esea ch because 1) i is a new class ha can be obse ed s ill in s a u nascendi, 2) i is a e y dynamic class wi h nume ous changes and adap a ions o exis ing social and poli ical ci cums ances, 3) name-gi ing p ocess is ins i u ionalized, which enables qui e d as ic and apid changes in his a ea. The da a come om he business e e ence “Yellow pages o Uk aine 2006”. All names a e gi en in a ansli e a ed om Uk ainian o m, wi h p o ided ansla ions, i necessa y. The objec i e o his pape is o ace possible co ela ions be ween he e gonyms main mo i a ion pa e ns and he espec i e business ame. The choice o mo i a ion pa e ns is de e mined by he p e ailing communica i e s a egy – in o ma i e o pe suasi e. The in o ma i e s a egy aims a sha ing essen ial in o ma ion abou a company and i s p oduc s, whe eas he pe suasi e s a egy is based on he o ic means and exe s in luence o e he emo ional sphe e o po en ial cus ome s. F ame seman ics unde lines bo h hese s a egies because cus ome s cons i u e a pa o he business ame. Names o in o ma i e na u e a e ideal designa ions om he pe spec i e o P. G ice’s communica ion maxims, i.e., o ele ancy and clea ness. Howe e , hei disad an age is law emo ion in ol emen and pe suasi e powe ; hence, hey a e less memo able and exp essi e. The ame o business ac i i y ep esen s a s e eo yped si ua ion o in e ac ion be ween wo pa icipan s (a company/o ganiza ion s po en ial clien ) ega ding a ce ain business ansac ion o ac i i y. The esea ch has e ealed i e p e ailing elemen s o his ame (slo s) used as a sou ce o mo i a o s o business and o ganiza ion naming: 1) ield o ac i i y (p oduc o se ice), 2) place, 3) ype o business o o ganiza ion, 4) agen (add esse , nomina o ), 5) ecipien (add essee). Since business names end o con ain mo e han one lexical oo , hey ypically ha e se e al mo i a o s, he mos common pa e n being a combina ion o ield and place. Mul iple mo i a ion is also a esul S aipsniai / A icles 249 F ame Seman ics as an Explana o y Model o Comme cial Names Fo ma ion o polysemy and ongoing p ocess o new conno a ions eme ging in he usage. The signi icance o hese mo i a o s is shown in Figu e 1. Mo eo e , he e a e se e al o he classes o mo i a o s o p edominan ly cul u al and ideological alue, which con i ms Jespe sen’s s a emen ha “ he numbe o cha ac e is ic ai s is g ea e in he case o a p ope noun han in he case o a common noun” (Jespe sen 1924: 66). Figu e 1. Ra io o di e en ypes o mo i a o s 2. ANALYSIS OF MAJOR SLOTS OF THE BUSINESS FRAME AND THEIR MOTIVATORS 2.1. Field o Ac i i y The ame slo o ield o ac i i y is o he u mos impo ance, as i cons i u es a co e o business ansac ion (exchange o goods). The scope o meaning o appella i es used as mo i a o s can a y signi ican ly om a he abs ac o pa icula seman ics. Func ionally, such names mee P. G ice’s equi emen o ele ancy as hey p o ide impo an and use ul in o ma ion, wi h emphasis GALYNA ZYMOVETS 250 Ac a Linguis ica Li huanica LXXXV on he e e en ial unc ion o language. Ne e heless, c i e ia o cla i y and ele ance signi ican ly di e wi hin he g oup because he ela ion be ween mo i a o s o business names and hei e e en s can be o mo e p ecise o ague na u e, s a ing om a gene al desc ip ion o business ield o a speci ic designa ion o p oduc s o hei pa s, depending on he chosen name-gi ing s a egy. The e a e ou main mo i a ion pa e ns. 1) A b oad ou line o ield o ac i i y: A ia, Ah o, Inzhene -Se ice ‘enginee se ice’, P omyslo i ekhnolohii ‘indus ial echnology’. Such names a e in o ma i e; howe e , hei dis inc i e powe is e y low since hey can designa e a wide ange o businesses in closely ela ed business b anches. 2) Speci ica ion o a p oduc o se ice: Ke amika ‘ce amics’, Vyna Uk ainy ‘wines o Uk aine’, Budi elni ishennia ‘cons uc ion solu ions’, Domashniy eks ylʹ ‘home ex ile’, Sys emy bezpeky ‘sa e y sys ems’, Tepla pidloha ‘wa m loo ’, A ozbi ne y obnyc o ‘ca assembling p oduc ion’, Deko a y ne sadi ny s o ‘deco a i e ga dening’. This mo i a ion pa e n is also in o ma i e as i was he case in he p e ious g oup and, hence, he seman ic shi is based on he deno a i e meaning o he mo i a o . F om he pe spec i e o p agmalinguis ics, such e gonyms a e e icien names since hey mee P. G ice’s maxima o quan i y, quali y, and ele ancy. 3) Mo i a o s ha desc ibe pu pose o ac i i y con ain axiological cons i uen , besides in o ma i e, which enhances business names pe suasi e powe : Siai o ‘shine’ (elec ical goods and ligh ing appliances), A oma udachi ‘scen o luck’ (pe ume y), Vysokyi ozhai ‘high ha es ’ (plan s p o ec ion p oduc s), c edi union Tu bo a ‘ca e’. 4) Lexical uni s om he ele an p oduc ion ame, i.e., onimiza ion akes place h ough seman ic shi o synecdoche: Pali a ‘pale e’ (a company in p in ing se ices), in es men und Tes amen , chemical company Syn ez ‘syn hesis’, insu ance company Veksel ‘le e o exchange’, Podilʹsʹkyi xolod ‘Podillya coldness’ (mea p oduc s), Mo sʹka x ylia ‘sea wa e’ ( eso place). Names om his subca ego y can ha e immense cul u al implica ions; hey a e mo e emo ional and he e o e ha e highe pe suasi e powe . Howe e , se e al p oblems a ise wi h he ele ance o business names de i ed om nouns o noun ph ases ha designa e he ield o ac ion due o hei high le el o ambigui y. E iden ly, h ee seman ic g oups o mo i a o s do no e icien ly de ine a pa icula ield o ac i i y. 1) Se e al nouns om he gene al ocabula y ha e an excessi ely b oad meaning and consequen ly ha e he po en ial o designa ion o a as ange o companies, e.g., an appella i e se ice: Ry m se is ‘ hy hm se ice’ (cons uc ion wo ks), Sp a a-se is ‘business se ice’ (wood p ocessing). 2) Some echnical e ms come om di e en sphe es and can se e as names o companies wi h a ious p o iles o ac i i y: Indeks (businesses in secu i ies, p oduc ion o elec onics, clo hes, doo s); K an (medical goods, ag icul u al machine y, goods anspo a ion, so be e ages). S aipsniai / A icles 251 F ame Seman ics as an Explana o y Model o Comme cial Names Fo ma ion 3) Gene al business e ms ha can e e o a wide ange o companies: Ne o- balans (alcohol be e ages), Hud il ‘goodwill’ (domes ic chemis y), KSK-In es (me allu gy). 2.2. Loca ion Loca ion is he second mos impo an mo i a o o business and o ganiza ion names, he signi icance o which is o be explained by se e al easons. Fi s , i shows he spa ial p oximi y o a company o a cus ome , which is an impo an in o ma ion o logis ics decisions. Second, some places a e associa ed wi h ce ain ad an ages ela ed o bo h hei na u al ea u es and de eloped adi ion o skills in speci ic a eas o p oduc ion. As a esul , an e alua i e componen is o med wi hin meaning o some oponyms. Tha ype o mo i a ion is qui e common in deonyms ha belong o he seman ic g oup o ood i ems, some o hem being unde legal p o ec ion, like champagne, camembe , cognac, e c. Thus, he geog aphical o igin is an impo an ac o o some businesses and i in okes many legal dispu es and es ic ions ela ed o he usage o oponyms in p oduc names. In such cases, place names play he ole o pe suasi e ools. Thi d, oponyms and hei de i a i es e lec he na ional iden i y o nomina o s and, consequen ly, show hei sys em o alues and cul u al senses. Se e al subca ego ies o place names designa e he loca ion o a business o an o ganiza ion. The mos common a e oikonyms (names o ci ies and illages) o adjec i es buil om hem: ag a ian company B usyli , Vasylki na a ‘Vasylki oil’. Two o he p oduc i e subca ego ies a e moun ain names and i e names (hyd onyms), howe e , hei po en ial o highligh ing he speci ic place o ac i i y is es ic ed since hey e e o a a he b oad a ea and ac ually can be used as names o companies in qui e emo e places. In he case o hyd onyms, i depends on he leng h o a i e – he bigge he i e , he mo e ambiguous a ea i de ines. Fo example, names o smalle i e s, e.g., Vo skla (Pol a a) and Zb uch (Te nopil) cons i u e qui e a dis inc i e desc ip ion o he place o ac ion, whe eas he name o he bigges i e in Uk aine – Dnip o and i s his o ic names Bo ys en and Sla u ych a e oo ague. Ne e heless, hey a e a he common in comme cial onomas ics in Uk aine. Thus, he e we ace he same issue o an excessi ely gene al e e en ial zone, as i was he case wi h some ypes o ields o ac i i y desc ip ions. The mos popula o onym (moun ain name) is he Uk ainian name o he Ca pa hian Moun ain idge: bank P yka pa ya, eso place Ka pa y, u ni u e ac o y Ka pa y. In wo las examples, he place is an impo an ac o o business and, he e o e, oponyms desc ibe bo h he loca ion GALYNA ZYMOVETS 252 Ac a Linguis ica Li huanica LXXXV and specializa ion o he companies. O he o onyms a e sca ce and hey e e o smalle a eas: c edi union Beskyd, eso place S ia i ho y (Slo ianohi sk). Toponym Uk aine and an adjec i e de i ed om i a e common mo i a o s o business and o ganiza ion names: agency Uk aina, Uk ainsʹka a iacijna lizynho a kompaniya ‘Uk ainian a ia ion leasing company’, Uk ainsʹkyj cen menedzhmen u zemli a esu si ‘Uk ainian cen e o land managemen and esou ces’. Loca i e seman ics does no p e ail in such names because he e e en ial zone is oo b oad and hey canno in o m abou he company’s loca ion. I is possible o p esume ha he e a e wo main easons o hem o be used as names o businesses and o ganiza ions 1) s e ching ou he company’s scope o ac i i y, 2) exp essing he na ional iden i y o nomina o s. Thus, some oponyms no jus desc ibe he loca ion o companies bu also se e as ideological ma ke s. Besides oponym Uk aine, symbolic alue is inhe en o his o ical oponyms, i.e., Sich, which is a name o he base o Uk ainian Cossacks nea he mode n ci y o Zapo izhyya; Ta yda, Ta ida, Ta ika, Ta iia – his o ical names o C imea and Sou he n Uk aine, Luchesk – his o ical name o he ci y o Lu sk, Sichesla – his o ical name o he ci y Dnip o, Ka a – his o ical name o he ci y o Feodosia, Olʹ iia – his o ical name o an ancien G eek colony on he Black Sea. I is no ewo hy ha hese p ope nouns some imes o m designa ions o companies ou side he a ea hey belong o. In his case, hei in o ma i e alue is nex o null, and hey a he e lec ce ain pe sonal p e e ences o a nomina o . Howe e , place names p edominan ly designa e a place o he eal loca ion o ac i i y. Simila ly, common nouns wi h he meaning o pa s o he wo ld also desc ibe a place o ac ion. They localize companies on he map o Uk aine. Bo h Uk ainian and Russian nouns a e used which e lec s he in ensi y o mass Uk ainian-Russian bilingualism in Uk aine: Vos ok (companies in Kha ki and Sumy) om Russian ‘eas ’, Pi denʹ (Mykolayi ) om Uk ainian ‘sou h’, Zaxid (Te nopil) om Uk ainian ‘wes ’. De i ed adjec i es a e p edominan ly o Uk ainian o igin: Pi denna-Xoldynh ‘sou he n-holding’ (C imea), eso place Pi dennyj ‘sou he n’ (Fo os), Zaxidnouk ainʹke s axo e ahen s o ‘Wes e n Uk ainian insu ance company’, Sxidnouk ainsʹka p omyslo a kompaniia “Eas e n Uk ainian indus ial company”. Se e al o he g oups o nouns wi h spa ial seman ics a e also p oduc i e in business naming. I is wo h men ioning ha he e is a co ela ion be ween elemen s o loca i e spa ial seman ics in he names, on he one hand, and a b anch o business, on he o he . In pa icula , hese componen s a e ypical mo i a o s o ec ea ion business. The unde lying a ionale o his naming s a egy is he pe suasi e powe o names wi h spa ial seman ics ha highligh he impo an p agma ic alue o eso places: Holubaya lahuna ‘blue lagoon’, S aipsniai / A icles 259 F ame Seman ics as an Explana o y Model o Comme cial Names Fo ma ion Ridna ha anʹ ‘na i e ha bou ’. Thus, building g oup appo cons i u es an impo an ac ic in he comme cial naming. O he p onominal ca ego ies a e less salien among company names. The e a e a es ed a ew examples o he i s pe son singula (newspape Ya spozhy ach ‘I am a consume ’, weekly Ya ‘I’; he second pe son plu al (Mebli dlya as ‘ u ni u e o you’, Ne uxomis ʹ dlya as ‘ eal es a e o you’; a de ining p onoun Spo dlya six ‘Spo o e e ybody’ (heal h cen e ). P onouns a e used in p ope names since hey ha e he bigges possible ex ension and, consequen ly, can e e o any en i y wi hou a aching o i any speci ic sense, in pa icula , a ge g oup cha ac e is ics, wi h ein o cemen o inclusi e s a egy. 3. CONCLUSIONS Thus, con o e sy o e he meaning o p ope names canno be esol ed in a simple way. The answe o he ques ion whe he p ope names ha e sense o a e senseless nominals depends on wha linguis ics heo y he esea ch elies on, i.e., whe he we conside language o be an abs ac sys em o a ool o eal communica ion ha is embedded in social in e ac ion. In he la e case, lexical meaning can be in e p e ed wi hin ame seman ics, wi h a due analysis o he ci cums ances o name-gi ing p ocess. Mo i a o s o business names shed ligh on hei concep ualiza ion in language. The esea ch has e ealed ha he e a e i e essen ial slo s o he business ame ha cons i u e egula mo i a o s o company and o ganiza ion names, i.e., ield o ac i i y (p oduc o se ice), place, ype o business, agen , and ecipien . O e all, hey depic he gene al s uc u e o he concep ualiza ion o any business in e ac ion. Signi icance o pa icula slo a ies, he majo slo s being ield and place o ac i i y, which belong o co e componen s o business in e ac ion. The leas in o ma i e slo is a ype o business, as i does no p o ide addi ional in o ma ion abou speci ic ea u es o a company and consequen ly ends o be omi ed, especially in compounds, which is a mani es a ion o linguis ic economy. The slo o an agen highligh s he mos ele an ea u es o he doe o he ac ion in business con ex , i.e., p o ession. This ea u e appea ed o be no ele an o he slo o a ecipien , whe e he dominan naming s a egy is o ma ion o names ha appeal o he b oades audience possible. I is no ewo hy ha hese slo s co espond o he main cons i uen s o a speech ac , e.g., bo h communica o s and i s con ex , wi h he emphasis on he las – he mos impo an pa o business in e ac ion. No all names o he companies a e e icien designa ions since hey a e some imes oo b oad desc ip ions and do no p o ide o a ecipien ele an GALYNA ZYMOVETS 260 Ac a Linguis ica Li huanica LXXXV in o ma ion abou company’s p o ile. The e o e, he in o ma i e s a egy is no always he bes solu ion in business naming. Along desc ip i e names ha depic eal ea u es o companies, he e a e names ha con ain mo i a o s wi h axiological meaning. The e alua i e slo is in eg a ed in o i e abo e- men ioned slo s and cons i u es an addi ional ype o mo i a ion. Hence, some company names a e he o ic by na u e and se e as ools o pe suasi e s a egy in business discou se, wi h qui e law ele ance o eal company desc ip ion. In some cases, names o med wi hin pe suasi e naming s a egy can be ea ed as manipula i e and, acco dingly, iola ing maxims o communica ion. Mo i a o s wi h axiological meaning impose a ce ain e alua ion o he company on a ecipien , poin ing ou i s ad an ages. Thus, comme cial and o ganiza ional naming is based on eal and ele an ea u es o he con ex and mo i a o s o names highligh elemen s ha nomina o s conside e icien o hei pu poses o ensu ing unhinde ed communica ion wi h hei clien s and coun e pa s. REFERENCES A is o le 1963: Ca ego ies and De In e p e a ione, ansla ed wi h No es by J. L. Ack ill, Cla endon P ess, Ox o d: Ox o d Uni e si y P ess. Coa es Richa d 2017: The meaning o names: A de ense o The P agma ic Theo y o P ope hood (TPTP) add essed o Van Langendonck, Ande son, Colman and McClu e. – Onoma 52, 7–26. Colman F an 2008: Names, de i a ional mo phology, and old English gende . – S udia Anglica Posnaniensia 44, 29–52. C o William 2006: The ole o domains in he in e p e a ion o me apho s and me onymies. – Cogni i e Linguis ics: Basic Readings, edi ed by D. Gee ae s, Be lin New Yo k: Mou on de G uy e , 269–302. Fillmo e Cha les J. 1982: Seman ics. – Linguis ics in he Mo ning Calm, selec ed Pape s om SICOL-198, Hanshin Publishing Company, Seoul, Ko ea, 111–137. Ga dine Alan 1954: The Theo y o P ope Names, A Con o e sial Essay by Si A. Ga dine , ellow o he B i ish Academy, second Edi ion, London: Ox o d Uni e si y P ess. Jespe sen O o 1935: The Philosophy o G amma , London: Geo g Allen and Unwin LTD, 1935 ( ep in ed). S aipsniai / A icles 261 F ame Seman ics as an Explana o y Model o Comme cial Names Fo ma ion Mill John S ua 1882: A Sys em o logic, a iocina i e and induc i e, being a connec ed iew o he p inciples o e idence, and he me hods o scien i ic in es iga ion, eigh h Edi ion, New Yo k: Ha pe & B o he s. Minsky Ma in 1974: A F amewo k o Rep esen ing Knowledge. – A i icial In elligence. Memo No. 306, Massachuse s Ins i u e o Technology A. I. Labo a o y. Nys öm S a an 2016: Names and meaning. – Handbook o names and naming, Ox o d: Ox o d Uni e si y P ess, 39–51. Podolskaya Na alya 1988: Slo a usskoi onomas ycheskoi e mynologii, Moscow: Nauka. Po ebnia Alexande 1993: Mysl y yazyk, Kyi : SYNTO. Van Langendonck Willy 2005: P ope names and p op ial lemmas. – P oceedings o he 21s In e na ional Cong ess o Onomas ic Sciences, Uppsala, 19–24 Augus , 315–323. Van Langendonck Willy , Van de Velde Ma k 2016: Names and g amma . – Handbook o names and naming, Ox o d: Ox o d Uni e si y P ess, 17–38. F eimų seman ika, kaip aiškinamasis kome cinių pa adinimų o ma imo modelis SANTRAUKA Tik inių a dų eikšmę siūloma in e p e uo i emian is eimų eo ija, a siž elgian į eks aling is inę pa i į i žinias. Į a dijimo modeliai kome cinių pa adinimų s i yje y a pag įs i e slo eimo elemen ais, . y. penkiomis pag indinėmis jo s i imis: eiklos s i- imi (p oduk u a paslauga), eiklos ie a, e slo a o ganizacijos ipu, agen u i ga ėju (ad esa u), dominuojan pi mosioms ims. Dažniausias mo y uojančių eiksnių de inys y a eiklos s i is i ie a. Kai ku ie e slo pa adinimai aip pa u i aksiologinę i simbolinę eikšmę. Minė i mo y uojan ys eiksniai y a in o ma y iosios a ba į ikinamosios s a egi- jos į ankiai. Į eik a 2020 m. sausio 20 d. GALYNA ZYMOVETS O. O. Po ebnya Ins i u e o Linguis ics o he Na ional Academy o Sciences o Uk aine Polko nika Po ekhina s ., 12, app. 138, Kyi , 03127, Uk aine galynazymo e [email p o ec ed]om