NAMING MODELS OF BANKS IN UKRAINE FROM DIAHRONIC PROSPECTIVE

Abstract

Research on commercial names is a relevant issue in modern linguistics, as the analysis of motivational features and methods business naming can show which active trends are operating in the field of word formation, as well as reveal some societal priorities and values of the era. In view of this, the analysis of motivational features, on the basis of which commercial names were built, belongs to the relevant tasks of onomastics. Business names are usually studied within the framework of structural-nominative and onomasiological approaches. One of the significant factors determining the way business names are created is the field, where enterprise or institution work, which raises the task of studying the specifics of business names in different branches of economy. This article presents the results of a diachronic analysis of the dynamics of the Ukrainian banking names for the period 2010-2025. Over the past few decades, significant changes have occurred in the banking sector both quantitatively and qualitatively, stipulating the dynamic nature of the bank naming. The analysis of business names in this article is based on frame semantics, which allows describing the motivational features of names. A frame is understood as the categorization of experience related to a certain situation. The business frame consists of the following slots: sphere of work, addressee, agent, place of activity, organizational form of activity. The axiological and symbolic subframes also play a significant role in motivation of business names. Productive slots for the names of banking institutions were found to be the sphere and place of activity, the organizational form of the company, as well as the axiological subframe. Diachronically, a decrease in the importance of the locative slot has been observed. In addition, it has been found that there is a tendency in banking naming to economize linguistic efforts, which is manifested in the transition to shorter names, including the use of abbreviations. Another modern trend is the use of creative word-formation models.