THE PROBLEM OF NOMINATION. FEATURES OF MODERN ERGONYMY
He paper analyzes the phenomenon of the nomination, its acts and naming mechanisms. The prevailing modern linguistic theory of nomination is considered as well as the basic concepts and approaches in the framework of this theory in terms of justification and dividing the category into primary and secondary, natural and artificial are described. This paper presents a detailed lexical and semantic analysis of Taganrog commercial institutions'' names. It is concluded that there are linguistic (lexical selectivity of names), and extralinguistic (cultural studies, pragmatic) components in the acts of naming; the determining role of the latter in the acts of naming is grounded.