EMPORONYMS OF STERLITAMAK
The article is devoted to the study of one of the central units of modern urbanonymy, emporonyms. The aim of the work is a comprehensive analysis of emporonyms from the point of view of performing their functions; the article also solves such problems as determining the role of revealing the participation of parts of speech in the formation of emporonyms, determining ways of word formation in the names of trade institutions, describing the process of transonymization in the formation of emporonyms. In onomastic studies, a direction will be deliberately developed that is focused on the study of the names of urban objects - urbanonyms. Emporonyms, being the most important element of urbanonymy, are of interest to linguists not only as a linguistic unit, but also as an expression of socio-cultural phenomena. Emporonyms are characterized by frequent changes, they are more mobile in comparison with other names of urban objects. According to the lexical and grammatical characteristic, it can be argued that all the significant parts of speech can act as the name of a trading institution. In addition to the identifying and differentiating functions, emporonyms carry out information and advertising functions. The study of the names of urban objects, including emoronyms, allows us to answer many questions of onomastic phenomena, both in diachrony and synchrony. In onomastics, anthropocentrism is clearly expressed; this provision is also characteristic of store names. The formation of urbanonyms derived from anthroponyms in many cases connected with this process.