ONOMASTIC SPACE OF MEDIA DISCOURSE (ON THE EXAMPLE OF TARGETED ADVERTISING)

Abstract

The article is devoted to onomastic units of advertising media discourse of targeted advertising. The concepts of media discourse and targeted advertising are outlined, with an emphasis on the specific features of these phenomena.The relevant classes of onyms in social media were identified, in particular, it was emphasized that the vast majority in target advertising media discourse are anthroponyms, nikonyms, siteonyms, toponyms (astionyms, urbanonyms), ergonyms, pragmatonyms (pragmonyms), chrematonyms (uniconyms: jeweleronyms and metallomonyms), ideonyms (oratonyms: lectionyms), all of which can also be qualified as Internetonyms, since these onomastic units function in the Internet environment itself. The study emphasizes that some terms require greater specification, in particular, chrematonyms and ideonyms, where we adhere to the position that chrematonyms relate more to the nomination of objects of the material sphere, ideonyms to the spiritual sphere, and in order to express the functional specificity of the nickname to denote an account, we proposed the term "accountonym" from account + nickname.The functions of onyms in an advertising message are highlighted: nominative-identification-differential and advertising (influential, suggestive), which work synthetically on the main goal of the advertising message, in connection with which the suggestive power of onyms in target advertising media discourse is proven, that is, it acts as the central suggestogen of targeted advertising media discourse. It is emphasized that the problems of correct naming are dealt with by applied onomastics. The trends of structural and semantic preferences in the creation and use of onyms in target advertising media discourse are outlined, attention is paid to the associative potential of propriety. We see the prospects of the study in a thorough systematization of the onyms that function in advertising media discourse.