Techniques for Constructing Ergonyms for Effective Communication and Perception by the Addresser
The study of ergonyms is at the center of attention of functional-communicative linguistics. The purpose of the study: to identify the features of the construction of ergonyms in terms of effective communication and perception by the addressee. The following tasks have been completed: the ergonyms of the onomastic space of the city of Makhachkala have been studied in a pragmatic aspect; the strategy and tactics of the nominators were revealed when compiling the names of enterprises; the conditions for creating harmonious and effective ergonyms are formulated. The hypothesis is based on the assumption that the competitiveness of enterprises depends on the strategy of the nominators to create the “correct” ergonyms. As a result, a list of recommendations for nominators was proposed when creating original names of enterprises that increase the effectiveness of communication with citizens.