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Abstract: The article analyzes modern restauronyms (names of food service establishments) and the identification of lexical units in them, the associative-semantic potential of which contributes to their attractiveness for the addressee – a potential client. The author poses a hypothesis that the difference in the semantics of generic names canteen, restaurant, cafe and bar implies the creation of restauronyms specific to each type of establishments. The aim of the article is to show that the restauronyms of canteens, cafes, restaurants and bars contain semantic components that produce an effect on the physiological or emotional state of a person, as well as cause an aesthetic response. The practical research material includes 867 restauronyms of the city of Kirov and the city of Moscow. The method of component analysis, the survey method with elements of an associative experiment and the statistical method were used to identify the semes in these restauronyms that exert influence upon a potential client. The comparison of the results of the component analysis and the survey has revealed that the linguistic units in the restauronyms of canteens, as a rule, have a greater impact on the physiological state of a person; restauronyms proper (restaurant names) more often awaken an aesthetic sense; the restauronyms of cafes and bars, as a rule, influence the emotional state: the names of cafes, usually including units with positive expressive coloring, raise the spirits, and the names of bars, often representing abstract nouns, encourage abstraction from the outside world. In addition, the restauronyms in the capital and those in the province were compared. In Moscow, restauronyms, which express the semantics of “status, pathos” and the semantics of "comfort, homeliness" are equally common. In Kirov, restauronyms with the semantics of “status” prevail, and nomination often employs the technique of nobilization and qualifying exaggeration. Restauronyms in the province to a greater extent evoke an aesthetic response from the perceiver, and restauronyms in the capital – an emotional one. The results obtained in this investigation can be used in research in onomastics and in linguomarketing studies.

About the author(s) :

Anna S. Faleeva
Vyatka State University (Kirov, Russia)
ORCID ID: https://orcid.org/0000-0001-5262-8527

Publication Timeline:

Date of receipt: 11.04.2023; date of publication: 24.06.2024

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