PRAGMATIC INTERPRETATION OF COMMERCIAL ERGONYMS ON THE EXAMPLE OF THE NAMES OF LANGUAGES SCHOOLS

Commercial ergonyms, or names of companies or other financial structures whose main goal is to make a profit, in addition to the constitutive identificational-differentiational function for proper names, also have an advertising function (advertising and promotional). Analysis of the functionality of business entities that deal with instruction in foreign languages leads to the conclusion that almost all names in this business (99%) can be interpreted pragmatically, most often as intended by those who named them. The diverse and often very inventive onomastical models that evoke in consumers appropriate connotations and associations are, according to the namers' assumption, supposed to influence the forming of a positive view of the enterprise. An unusually important role of the advertising function is a factor that differentiates commercial ergonymy from other onomastic groups, where the leading role is usually played by other functions.