SUGGESTIVE-MANIPULATIVE SPECIFICITY OF ERGONYMAL VOCABULARY IN ADVERTISING DISCOURSE

The article is devoted to important elements of advertising discourse ‒ ergonyms, trademarks and trademarks, in particular, their suggestive-manipulative potential. purpose our research outline the possibilities ergonomic vocabulary discourse. To realize goal, you need perform a number tasks: consider concepts ergonim, trademark, brand, sign, outlining common distinctive features; single out influential actualizers object was phenomenon influence discourse, subject as specific condensate suggestive manipulative potentials achieve following methods were used: descriptive highlight peculiarities nature vocabulary, its functional characteristics; method analysis synthesis for identification components ergonims/trademarks combination into complex; modeling highlighting discourse; induction served specify general conclusions. Attention focused on thorough consideration definitions E/R/ TM, features. leading discourses are E/R/TM, which concentrate information entire campaign. E have many features with verbal R/TM: nomination processes, semantic motivation, lack direct connection concept, suggestibility, functioning sphere production trade emergence due economic necessity under extralingual factors these also present E, R. main distinguishing feature that R designates serial products, not object, like where most popular ones turn becoming themselves. E/R/TM active various technologies discourse.A classification acting actualizers, can provide proposed: structural specificity; potency perception, including “anchoring”; perseverativeness. We see prospects further in-depth study role names creating types advertising.