OBCHODNÉ NÁZVY V KONTEXTE PRAGMALINGVISTICKÝCH VZŤAHOV

This study deals with the issue of business names in the context of their enormous quantity and variability. The aim of the study is to contribute to the knowledge of those pragma linguistic contexts that lead to the identification of the most distinctive features (expressive qualities) of business names and the identification of preferred procedures in the current Slovak chrematonymic nomination. It captures the causal connections of verbal (naming) behaviour and linguistic self-realization of common users of the Slovak language, who seek a compromise between the pressure of legislative regulations, systemic rules of the lexicon and induced individualization, uniqueness and differentiation. It segments the formal side of trade names and, against the background of the tensions between tradition and innovation, normativity and non-normativity and predictability and unpredictability, it justifies the prevalence (and nature) of incomprehensible and meaningfully empty business names.