LINGUISTIC STRATEGIES OF DENTAL PRACTICE NAMING

LINGUISTIC STRATEGIES OF DENTAL PRACTICE NAMING

Author:  O.S. Issers

Affiliation:  Dostoevsky Omsk State University

Abstract: 
The article studies the practice of commercial naming units in the field of dental services on the Siberian medical market. The author identifies the main naming strategies in the area basing her observations on the analysis of structural, semantic, pragmatic and etymological characteristics of more than 350 names of dental clinics in Siberian cities (Omsk, Novosibirsk, Krasnoyarsk, Irkutsk) included into a database.

The author argues that the structural and semantic identification of the category of offered services are dominant in the names of dental clinics. It is implemented through the inclusion of the Latin root dent- / dant- (more than 50 % of commercial names) or through associatively connected naming units (smile, gloss, etc.). Conceptual models of metaphor, metonymy and metaphtonymy are productive, in which the indicators of prestige, status, as well as external beauty and charm become actual.

The names are determined pragmatically, where the positioning of the dental clinic is based on the image of the doctor. Ideas of painlessness of treatment or focus on its results in names are also used. The specificity of dental services accounts for a small number of original, creative names, based on the methods of language games.

Keywords:  ommercial names, dentist service, ergonyms, naming.

References:  Balade L., Ojars B. Two sketches on Latvian names in the economy / Studiisi Cercetari de Onomasticasi Lexicologie (SCOL). 2014. Vol. VII, 1-2. P. 13-24.

Goossens L. Metaphtonymy: The interaction of metaphor and metonymy in expression for linguistic action // Metaphor and metonymy in Comparison and Contrast / by R. Dirven., R. Porings (eds.). Berlin; N.Y.: Mouton de Gruyer, 2002. P. 349-377.

Harris J. The 7 Mistakes of Naming a Dental Practice. URL: http://www.thedentistsnetwork.net/ newsletters/print/harris/printHarris36.html (01.08.2017)

Names in the Economy: Cultural Prospects / Edited by Paula Sjoblom, Terhi Ainiala, Ulla Hakala. Newcastle. Cambridge Scholars Publishing, 2013.

Sokolova T.P. Examination of Trade Marks, Company Names and Trade Names as the Means of individualization in Russia: Theoretical and Methodological Approaches to the Problem. Onoma. 2012. № 47. P. 263-279.

Schwartz S. Effectively marketing your dental practice. URL: http://www.dentaleconomics.com/ar-ticles/print/volume-93/issue-11/features/effectively-marketing-your-dental-practice.html (data obrashcheniya: 10.11.16).

Alistanova F.F. EHrgonimy sovremennogo russkogo yazyka kak mikrosistema: dis. … kand. filol. nauk. Mahachkala, 2011.

Amirova L.N. Lingvomarketologiya: fonosemanticheskij analiz v nejminge (na primere sozdaniya novogo brenda zhenskoj odezhdy) // Cennosti i interesy sovremennogo obshchestva. Obshchestvo, pravo, chelovek: materialy Mezhdunarod-
noj nauchno-prakticheskoj konferencii. CH. 2 /
Moskovskij gosudarstvennyj universitet ehkonomiki, statistiki i informatiki. M., 2014.
S. 14-21.

Boldyrev N.N. Interpretacionnyj potencial konceptual'noj metafory // Kognitivnye issledovaniya yazyka. 2013. Vyp. XV. S. 12-21.

Glushkova T.S Nejming alkogol'noj produkcii: lingvokognitivnyj aspekt // Kommunikativnye issledovaniya. 2015. № 4 (6). S .43-51.

Golomidova M.V. Imyatvorchestvo v ehrgonimii: tradicii vs. aktual'nye trendy // Lingvistika kreativa-2 / pod obshchej red. T.A. Gridinoj. Ekaterinburg, 2012. S. 63-72.

Golomidova M.V. Iskusstvennaya nominaciya v onomastike: dis. … d-ra filol. nauk. Ekaterinburg, 1998.

Domnin V.N. Brending: novye tekhnologii
v Rossii. SPb.: Piter, 2002.

Elistratov V.S., Pimenov P.A. Nejming. Iskusstvo nazyvat': uchebno-prakticheskoe posobie. M.: Omega-L, 2012.

Emel'yanova A.M. EHrgonimy v lingvisticheskom landshafte poliehtnicheskogo goroda (na primere nazvaniĭ delovyh, kommercheskih, kul'turnyh, sportivnyh ob"ektov g. Ufy): dis. … kand. filol. nauk. Ufa, 2007.

Zamaletdinova L.R. Sovremennye russkie urbanonimy v aspekte kreativnoj rechevoj deyatel'nosti: dis. … kand. filol. nauk. M, 2016.

Ivanova E.N. Priemy kreativnoj nominacii (na primere nazvanij knizhnyh magazinov Ekaterinburga) // Ural'skij filologicheskij vestnik: YAzyk, sistema, lichnost'. Lingvistika kreativa. 2013. № 3. S. 27-31.

Kazakova S.L. Urbanonimy v sostave leksicheskoj sistemy yazyka. URL: http://www.pglu.ru/lib/ publications/University_Reading/2008/V/uch_2008_ V_00034. (data obrashcheniya: 24.06.2016).

Kozhanova V.YU. Lingvisticheskie osnovy naimenovanij brendov (na primere anglijskogo
i russkogo yazykov): dis. … kand. filol. nauk. Krasnodar, 2007.

Kozlova E.A. Analiz ehrgonimov-vyvesok
s pozicij kognitivnogo podhoda // Voprosy kognitivnoj lingvistiki. 2017. № 2. S. 39-43.

Kryukova I.V. Reklamnoe imya: ot izobreteniya do precedentnosti. Volgograd: Peremena, 2004.

Mamleeva L., Perciya V. Anatomiya brenda. SPb.: Piter, 2005.

Nahimova E.A. Teoriya i metodika kognitivno-diskursivnogo issledovaniya precedentnyh onimov v sovremennoj rossijskoj kommunikacii: avtoref. dis. … d-ra filol. nauk. Ekaterinburg, 2011.

Sokolova T.P. Issledovaniya nejminga:
genezis, problemy, perspektivy // Byulle-
ten' Moskovskogo gosudarstvennogo yuridiche-skogo universiteta im. Kutafina. 2014. № 3.
S. 142-150.

Stadul'skaya N.A. Pragmatonimy v svete kognitivnyh modelej // Izvestiya uchebnyh zavedenij. Povolzhskij region. Gumanitarnye nauki. Penza, 2010. № 2. S. 70-80.

Trifonova E.A. Nazvaniya delovyh ob"ektov: semantika, pragmatika, poehtika: Na materiale russkih i anglijskih ehrgonimov: dis. ... kand. filol. nauk. Volgograd, 2006.

Frehnkel' A. Nejming: Kak igra v slova stanovitsya biznesom. M., 2006.

CHarmehsson G. Torgovaya marka: kak sozdat' imya, kotoroe prineset milliony. SPb.: Piter, 2000.

SHimkevich N.V. Russkaya kommercheskaya ehrgonimiya: pragmaticheskij i lingvokul'turologicheskij aspekty: avtoref. dis. … kand. filol. nauk. Ekaterinburg, 2002.

SHmeleva T.V. Onomastikon novgorod-
skogo mediapolya // Vestnik Novgorodskogo go-sudarstvennogo universiteta. 2013. № 73. CH. 1.
S. 15-18.

SHmelyova T.V. Onomastikon rossijskogo goroda. Saarbryukken: LAP Lambert Academic Publishing, 2014.  

Acknowledgments:  The research is financially supported by the RFBR and Government of Omsk region according to the research project No. 18-412-550001.

For citation:  Issers, O. S. (2018). Linguistic Strategies of Dental Practice Naming. Voprosy Kognitivnoy Lingvistiki, 4, 126-133.

Pages:  126-133