CONTRASTIVE ANALYSIS OF MULTICOMPONENT NEOLOGISMS IN MODERN RUSSIAN AND CHINESE: NEOLOGICAL ERGONOMICS

Abstract

Extra-linguistic factors in the languages of different typological systems require compressive means to express new names of enterprises, which leads to active formation of complex ergonyms. However, the types and models of composing remain the same. There is an active change of their productivity, the previously unimportant models of compounding come to the front line. The analysis of the lexical material confirms the hypothesis that the well-known word-formation models are filled with new lexical content. The character of the enterprise and the naming principles lead to the formation of ergonyms that are different in structure and semantics. The analysis has revealed a high percentage of neologisms with abbreviations, foreign components and unusual graphics. Speech game is widely used to create a unique name that attracts the attention of potential customers. In addition, both languages experience significant influence of English in the process of naming of new objects. Naming principles (such as reflecting the business profile, uniqueness and clarity of the name) are not maintained when a new name is coined.

Keywords

• compounding
• ergonym
• neoergonym
• neologism
• multicomponent neologism
• model of composition
• naming
• brand
• speech game
• borrowing
• graphics
• russian
• chinese