Communicative-pragmatic aspect of ergonimes in modern construction media discourse (on the example of French and Russian languages)

The characteristics of ergonyms in modern French-language and Russian-language media texts on construction topics are studied in comparison. The relevance of the study is due to the important socio-economic function of modern construction media discourse as a factor in reflecting aspects of the construction industry, as well as the growing interest of linguists in the functioning of ergonyms in the modern linguistic space as linguacultural markets, a kind of picture of everyday life of society. The works of researchers studying the issues of ergonyms, the characteristics of media texts are analyzed. It is noted that the term ergonym has various interpretations in modern linguistics, the functioning of types of ergonyms is studied by linguists on the example of various fields of activity. The paper considers the issues of media discourse and media texts as a basic category of media linguistics, provides examples of defining the concept of media text, and studies its significant characteristics. The results of comparing the functioning of French-language and Russian-language ergonyms in the framework of information on the ratings of the most popular construction companies are presented. The communicative-pragmatic aspect of ergonyms is studied in the context of their multifunctionality, conditioned by the thought-speech activity of the addresser, who identifies the main and auxiliary functions of ergonyms. Comparison of the functioning of names of construction companies allowed us to identify the commonality and differences in providing information about the name of organizations, which should be considered as a communicative-pragmatic aspect of ergonyms, the specificity of modern construction communication using the example of two languages with different structures. The commonality is expressed in the main, nominative, function of ergonyms denoting the names of leading construction groups with the inclusion of information about their activities, as an advertising component. The differences in the studied advertising ratings are manifested in the lexical component. It has been established that in Russian-language media texts the use of ergonyms is accompanied by vocabulary with negative and positive connotations, while in French-language media texts there is a greater number of linguistic means of expression, including stylistically colored vocabulary, and ergonyms here perform, simultaneously with the nominative function, a number of others, such as: advertising, forming demand for a certain construction project and implementing strategies to attract the attention of potential clients, an influencing function reflecting the intentions of the addresser to convince of the reliability of information, an informative-pragmatic function expressing motivational reasons, a phatic function facilitating the establishment of contact with the target audience, a persuasive function expressing the desire of the addresser to convincingly demonstrate the undeniable advantages of this construction company, its versatility, as well as an attractive function consisting in creating an attractive image of the company. The author declares no conflicts of interests.

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