FUNCTIONS OF GRAPHIC INTERNATIONALISMS IN THE COMPOSITION OF UKRAINIAN COMMERCIAL NAMES

Abstract

The paper deals with the Ukrainian commercial names containing internationaltypographic symbols. Enumeration of international graphic units used in ergonyms is described.The emphasis is made on the analysis of graphic internationalism functions, in particular othergrapheme replacement, their symbolic meaning in the naming process, and their use for languageplay effect creating. The factors of international symbol usage are analyzed related to languagefashion and need of customer’s attention attracting. It is concluded that graphic internationalismuse reflects modern language tendency toward conciseness and ambiguity, it often causes languagerules violation and understanding complications.