Communicative potential of commercial ergonyms in the field of ceremonial services

Abstract

This article discusses the problems of perceiving the name of a commercial object as a text taken in the aspect of communication between the author and the addressee. In the context of outdoor advertising, a commercial name (ergonym) acts as an intermediary in the transmission of a message from the nominator to a broad audience, so the study of perception during communication through ergonyms is essential for understanding sociocultural processes, the literacy level of the population and recording current processes in the language. The article analyzes the characteristic nominative failures and communicative potential of ergonyms in the event industry and funeral services through an associative experiment. The authors focus on the cognitive and psychological aspects of perception. Regarding the analysis, it has been established that the communicative potential of ergonyms in modern Kazakhstani society is based on the use of special vocabulary, stereotypes, and symbols, which ensures the perception and interpretation accuracy of the name by the addressee.