CONTRASTIVE ANALYSIS OF MULTICOMPONENT NEOLOGISMS IN MODERN RUSSIAN AND CHINESE: NEOLOGICAL ERGONOMICS

• Main Authors: O. V. Doubkova, M. V. Zakharova-Sarovskaya
• Format: Article
• Language: English
• Published: Kemerovo State University 2018-08-01
• Series: Вестник Кемеровского государственного университета
• Subjects: compounding; ergonym; neoergonym; neologism; multicomponent neologism; model of composition; naming; brand; speech game; borrowing; graphics; russian; chinese
• Online Access: https://vestnik.kemsu.ru/jour/article/view/2481

Extra-linguistic factors in the languages of different typological systems require compressive means to express new names of  enterprises, which leads to active formation of complex ergonyms.  However, the types and models of composing remain the same.  There is an active change of their productivity, the previously  unimportant models of compounding come to the front line. The  analysis of the lexical material confirms the hypothesis that the well-known word-formation models are filled with new lexical content.  The character of the enterprise and the naming principles lead to the  formation of ergonyms that are different in structure and  semantics. The analysis has revealed a high percentage of  neologisms with abbreviations, foreign components and unusual  graphics. Speech game is widely used to create a unique name that  attracts the attention of potential customers. In addition, both  languages experience significant influence of English in the process  of naming of new objects. Naming principles (such as reflecting the  business profile, uniqueness and clarity of the name) are not  maintained when a new name is coined.