Visual Means of Modern Onomastics (on the Material of Moscow Ergonyms)

The paper presents a fragment of a research in the framework of up-to-date linguistic branch – onomastics, and deals with ergonyms based on visualization of different type. Linguistic landscape forms the material for the research as it reflects the developing language. The aim of the investigation was to analyze visualization-based ergonyms. The first stage of the research was to collect ergonyms on busy streets of central Moscow using continuous sampling method. 2700 units were found and sorted out according to the visualization means, such as pictograms, bright font, supragraphemic, capitalization, syntactic game, codographisation, paragraphemic signs, numerals. Besides it was found out what commercial enterprises’ nominations are mostly attractive to the citizens and which of them evoke positive, neutral or negative attitude. To meet the goal 90 respondents from various age groups were surveyed. The results obtained were systemized with the help of statistical analysis’ elements. It was stated that the most positive estimations were given to ergonyms with pictograms, the same units were claimed to be the most attractive. Bright signboards especially in yellow colour gained more positive remarks. Young people prefer laconic signboards more than the seniors do. Respondents of elder age tend to estimate ergonyms with codographisation rather negatively. Results obtained can be the base for signboards’ authors’ recommendations aimed at different age groups of potential consumers. Moreover, the data has some potential to be used in teaching several theoretical and practical disciplines, such as sociolinguistics, cognitive linguistics, linguaculturology, fundamentals of cross-cultural communication, professional and cross-cultural communication practicums, etc.