SPECIAL ASPECTS OF IMPLEMENTATION OF LITERARY ZOONYM AS A GLOBAL PRAGMATONYM (THROUGH THE MATERIAL OF THE ADVERTIZING CAMPAIGN OF NAFNAF TRADE MARK)

The relevance of the issue under the study is associated with the rapid development of the modern economy. Constant extension of the range of offered goods and services leads the entrepreneurs to the necessity to mark off qualitatively a product from a number of similar ones. In this regard, it becomes relevant to study the process of nomination in the field of advertising and economic discourse. The paper considers the process of functioning of onomastic vocabulary in the sphere of economic nomination. The author gives the review of scientific literature on the study of this problem, analyzes the definitions used to identify the totality of names in this segment of onomastics, and makes a distinction between the concepts of “pragmatonym” and “global pragmatonym”. The basis of the study is the advertising campaign of the NafNaf trademark. The paper justifies the term “global pragmatonym” in relation to this brand; analyses the communicative emotiveness of the NafNaf trademark, its linguistic specificity, and the expressive component in the pragmatonym’s semantics. The academic novelty of the work is in the study of economic nomination based on the application of secondary nomination of the onyms. The author makes arguments proving that the choice of the name of the company NafNaf is connected with the precedent name (the name of one of the characters of children’s fairy tale about three piglets) and considers the process of secondary nomination of the onyms when the literary zoonym becomes a pragmatonym by means of transonymization. The results of the research indicate the large potential of the onomastic vocabulary (literary zoonyms) when implementing the process of nomination in the sphere of economy. The precedent basis of the NafNaf brand allows making the name easy to remember and moreover serves as a qualitative basis for creating the advertising messages for a prospective buyer.