Restoronims of Moscow in the aspect of graphic foreign languages

The objective of this article is to explore the special features of graphical presentation of the catering enterprises in Moscow. The study is based on 5400 names collected from a variety of capital websites. The completed feasibility study reported the importance of the graphical aspect in the research about names of enterprises because they have visual character. Cyrillic has been used in 60 % of the analysed ergonims, latin alphabet in less than 30%, in about 11% the alphabet mixture («Хинка^Р>) and paragraphemical means («Pelmeni & Пельмени») have been reaveled. The assay showed the wider use of the words from different languages alongside with the prevalence of Russian vocabulary. English, Italian, French, German and Spanish are the most often used in this business field. The names transfer from one graphical system to another («Брудер», «MOLOKO»), combination of characters and paragraphemical means of diverse alphabets in restoronims («Стой!ка», «Ед@.га»), manipulation of spelling rules («Панаехали», «SoupMe»), false morphems actualization («VinoGrad», «ШексПир») and etc. are usual for this ergonim group. The mentioned receptions of graphical game serve the construction on creative names and allow using the most current vocabulary («Russe» - «Русский» и «Русскш») in the naming of this area repeatedly. The namesake («Sky» - «Небо» - «Nebo», «КОМПОТ» - «КОМПОТЪ») which is tackled under the help of graphics and semantics of the names makes restoronims to implement informative, attractive, and also expressive functions. Thus, the connection between the foreign language name and the enterprise cuisine type is obvious, for Russian name it is not so evident, but it can be intensified with the help of old cyrillic letters.

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