Functioning of ergonyms of beauty salons in the city of Yaroslavl (according to the data of sociolinguistic experiment)

Abstract

The article considers regional peculiarities of nomination in the field of beauty salons' ergonyms on the example of names of the city of Yaroslavl. The questionnaire of the sociolinguistic survey included questions allowing to evaluate the ergonyms of beauty salons in the city of Yaroslavl according to the following criteria: the correspondence of the name to the sphere of activity of the organization; the degree of attractiveness of the studied ergonyms for respondents; the reasons for the attractiveness/unattractiveness of the ergonyms for respondents; options for transforming the nomination for the convenience of using it in speech; the degree of importance of the name of the establishment for the consumer of goods/services in the process of choosing an organization to visit. As a result of analyzing the respondents' answers, the following conclusions were obtained. The names of the majority of the studied ergonyms correspond to the beauty sphere. The most attractive name of a beauty salon for Yaroslavl residents is Beauty Territory, which is characterized by correspondence to the sphere of activity of the organization and «beauty of sound». The importance of the name of a beauty salon when choosing a place to visit cannot be determined unequivocally: the answers of the respondents were distributed approximately equally, with 13.2 % of respondents not paying attention to the name when choosing a beauty salon. When using ergonyms in speech, the townspeople most often use elliptization, univerbation, use of the identifier only.