Назви новобудов Києва у світлі теорії мовленнєвого впливу
Names of new buildings in Kyiv in the focus of the theory of speech influence

Summary/Abstract: The article deals with the issues related to the scientific comprehension and classifying modern urbanonymic material, which in the conditions of marketization of toponymic practices requires a transition from formal-structural criteria of traditional onomasiological analysis to communicative-pragmatic and cognitive criteria. The author con¬siders the name of a building as a microtext that conforms to the rules of advertising communication, which has a powerful influencing potential. The aim of the article is to provide a typological description of names of buildings oriented on the theory of speech influence. The linguistic material of the study is represented by the names of new buildings in Kyiv. Depending on the way of speech influence, a name of a building can be realized in three invariants – informative, conceptual (persuasive), and operative. Each of them has a wide range of its own means of linguistic/speech expressions. Informative names represent names-locations, names-orientations, names-illustrations, names-specializations, names-presentations. Conceptual names are distinguished by a symbolically expressed idea of the value of a new building for the buyer, which is not necessarily related to the utilitarian functions of the residential object, but nec¬essarily correlates with the psychological needs of the buyer. Operative names are used as a tool to achieve a non-verbal response. Names of this type are distinguished by an explicit dialogical, interactive character, appellativeness, semiotic complexity, manifested in the creolization of the text. The demand for conceptual names, whose figurative-symbolic form meets the symbolic meanings of the advertising name to the greatest extent, marked by numerical superiority, represents the active phase of the transition of name of buildings into the category of commercial nominations.

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