SEMANTIC AND PRAGMATIC ANALYSIS IN THE NAMES OF DINING ESTABLISHMENTS
DOI:
https://doi.org/10.47390/SPR1342V5SI2Y2025N30Keywords:
branding, naming, ergonym, semantics, pragmatics, restaurant naming, restaurant image, name euphony.Abstract
This study explores the issue of restaurant naming from a semantic-pragmatic perspective. A restaurant's name serves as a crucial link between the business and its customers, significantly influencing the success of its market presence and branding. The research aims to examine the semantic-pragmatic features of restaurant names. By analyzing selected examples, the study identifies and describes key techniques used in naming and branding. The collected empirical data is categorized based on Y.S. Bernadskaya’s naming technique classification, with certain refinements introduced by the author. The findings outline the core principles for selecting restaurant names, providing a quantitative analysis of the identified naming methods. The study concludes that an absolutely perfect name does not exist; rather, its effectiveness depends on factors such as the restaurant’s size, location, and target audience. When selecting a restaurant name, it is essential to consider factors such as thematic associations (reflecting the establishment’s profile), cultural significance, phonetic appeal, and lexical meaning.
References
1. Bernadskaya Y.S. Text in advertising: textbook. – M.: UNITY DANA, 2008. – 288 p.
2. Zelenina T.I., Butorina N.V. Communicative and pragmatic aspect of ergonyms (on the material of the Russian language) // Vestnik Udmurdskogo universitet. Series of history and philology. 2016. Т. 26, vol. 6. – P. 50-53.
3. Kadolo T.A. Main trends in modern emporonymy: the principle of economy // Bulletin of N.F. Katanov Khakass State University. 2016. №15. – P. 25-28.
4. Kurbanova M.G. Ergonyms of the modern Russian language in the communicative-pragmatic aspect // Humanitarian researches. 2012. № 1. – P. 29-36.
5. Maltseva V.M. On the problem of euphony of ergonyms // Actual problems of studying language, literature and journalism: contamination and convergence of humanitarian thought. Abakan, 23-24 November 2016. – P. 121-127.
6. Serova L.F. Wordplay in commercial ergonyms (on the material of the French language) // Bulletin of Kemerovo State University. 2015. № 2-1 (62). – P. 103-106.
7. Guida alberghiera. Elenco guida dei ristoranti in Italia: [website]. URL: http://www.aipn.it/ristoranti/lazio/roma.htm (date of reference: 12.08.2018).
