Freimų semantika, kaip aiškinamasis komercinių pavadinimų formavimo modelis
Frame Semantics as an Explanatory Model for Commercial Names Formation

Summary/Abstract: The article deals with the semantics of proper names. The author suggests describing the meaning of proper names from cognitive linguistics perspective, i.e. in terms of the frame theory. Naming strategies of the relatively new onomastic category of commercial names constitute the subject of research, more specifically their correspondence to elements of the business frame. Analysis of motivators of company and organization names has revealed five main elements that form the respective business frame: field of activity (product or service), place of activity, type of business or organization, agent (addresser), and recipient (addressee), with the dominance of the first three. They reflect the most important factors of business interaction. As a rule, commercial and organizational names contain more than one motivator, the most frequent combination being field and place of activity. They serve as tools of either informative or persuasive strategy determined by the communicative goals of a nominator. Axiological motivation is also salient among commercial names either as a part of the above-mentioned slots or separately. Thus, interpretation of the motivation of company and organization names requires taking into consideration extralinguistic experience and knowledge.

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