COGNITIVE MECHANISMS OF TRADEMARK NAMING

COGNITIVE MECHANISMS OF TRADEMARK NAMING

Author:  K.A. Dzyuba

Affiliation:  Tambov State University named after G.R. Derzhavin

Abstract: 
The research is devoted to the problem of modeling a cognitive matrix of Russian and French perfumery trademark names objectified in English. In particular, the study aims at describing cognitive mechanisms of trademark motivational naming from the point of view of cognitive-discourse approach.
The supporting data were chosen via nonprobability sampling (convenience and judgemental sampling) from authentic magazines, catalogues and websites. The method of cognitive-matrix analysis, which was put forward by N.N. Boldyrev, is predominantly used in the study.
Being a special format of knowledge, cognitive matrix includes several cognitive domains serving as a background for forming and understanding relevant linguistic units. As applied to perfumery trademark names, a general cognitive matrix, including the conceptual domains of AIM, PRODUCT and MAN, is being designed. Interaction between conceptual domains is achieved by means of some special cognitive mechanisms.
The research results in pointing out such cognitive mechanisms as profiling, conceptual metonymy, conceptual metaphor and elaboration. All of them are precisely described and thoroughly exemplified in the study.

Keywords:  cognitive matrix, cognitive mechanism, profiling, conceptual metonymy, conceptual metaphor, elaboration

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Pages:  38-44