Typological and Pragmatic-functional Aspects of Slovak Logonyms

Overview & Synopsis

The present study focuses on the linguistic and functional parameters of logonyms (business and trade names), that is, the chrematonym characterized by expressive frequency and pragmatics. The typology and classification of logonyms derives from the proper name theory that contributes designation (i.e. onymic semantics), the second component of onymic content. Its description is based on the relation between the logonym and the referent through the onymic concept depicted in onymic designation. The formation of a logonym is semantically conditioned, and the motivation is present in the logonym to the extent that its structural character allows. In some types of logonyms, as opposed to appellatives, motivation is lost and what becomes relevant is the onymic meaning comprising specific onymic features; other types of logonyms retain the relevance of the motivating feature and are semantically transparent and functional. The latter confirm the ambimodal character of this sub-group of chrematonyms. The pragmatic and functional aspects are associated with typological and structural aspects. The extent of onymic transparency and functionality is given by the structural features of logonyms, and their authors are aware of that during their creation. The present study offers reexamined data first studied 20 years ago (Imrichová, 2000). One of the conclusions of the present research is a significant share of a) anglicisms in the function of the motivating element and b) logonyms whose form is similar to foreign onomasiological-onomatological structures.