ANALYSIS OF MOTIVATIONAL SIGNS OF CLOTHING STORE NAMES (based on emporonyms of Abakan)

Abstract

The article describes the results of the study of motivational signs forAbakan’s clothing store names. The aim of the study is to analyze the determinant and dominant motivational signs of emporonyms. The author used a complex procedure: associative experiment, surveys, interviewing, semantic-motivational description of lexical units, analysis of lexical definitions, analysis of written sources, component analysis. The association experiment showed reactions to the word-stimulus «clothing store», which can be divided into groups «clothes», «money», «purchasing process», «store», «fashion»; these groups are the determinant motivational signs, they can become the basis for clothing store names. E.g., the determinat sign «clothes / wear» is implemented in the clothing store names as the marker of category («Women’s Clothes / Ladies’ Wear»), identification of the type of clothes in the emporonym («Headwear / Hatter’s»), can be transferred to the signboard of the brand of clothing manufacturer or provisioner («Adidas»). We also discovered the dominant motivational signs of clothing stores names, not caused by the determinant sings, such as: «lokum» («Ankara»), personifying motivational sign («Tamara»), the archetype «Beautiful lady» («Lady»), the expected positive outcome («Elegant»).