Прагмонимы как инструмент экспрессии и оценки в медиадискурсе

Abstract

The article is devoted to the linguo-pragmatic analysis of the pragmonym as a nominative unit functioning within commercial discourse and combining evaluative and expressive functions. The aim of the study is to identify and describe the mechanisms through which evaluative and expressive functions are realized in the structure of pragmonyms and advertising discourse, with reference to linguistic and pragmatic aspects. The paper examines the status of the pragmonym within the system of onomastics, its intermediate position between proper names and common nouns, as well as its role as an instrument of purposeful verbal influence on the recipient.