Cognitive-matrix analysis in trademark naming study (based on perfumery trademarks)

Nowadays linguists are interested in studying cognitive processes reflected in the language. In particular, cognitive-discourse analysis is topical in considering process of trademark naming as it enables us to find out the mental structures, which are taken as a nomination basis, and to follow the way pragmatic intentions of trademark author influence the choice of characteristics determining the nomination method. Theoretical background of trademark naming research from the cognitive point of view is presented in works of E.A. Sotnikova and N.A. Stadulskaya. Via cognitive-matrix analysis this paper aims at describing the knowledge domain, which determines construction of perfumery trademark names. Trademark names appear by the use of word-building nomination and secondary nomination which are already present in language and serve as linguistic representations of the cognitive process of conceptual derivation. According to L.V. Babina, 'this process suggests that after the concepts forming the human conceptual system have somehow been named a necessity for their further recombination into new conceptual structures with new linguistic meaning comes up in the language. It is the linguistic manifestation of the concept that allows us to go back to the initial conceptual structures to follow the way the concept was being built'. N. N. Boldyrev put forward the term 'cognitive matrix' for describing the conceptual basis of proper name formation. Being a special format of knowledge, a cognitive matrix includes several cognitive contexts serving as a background for formation and understanding of relevant linguistic meanings. The method of cognitive-matrix analysis suggests the highlighting of some conceptual domains which are used as a basis for proper name interpretation. First, as applied to perfumery trademark names, a general cognitive matrix PROMOTION, including the conceptual domains of AIM, PRODUCT, INFORMATION CHANNEL and PERSON, is being designed. Our research dwells upon the conceptual domains of PERSON and PRODUCT only, as they are usually taken as a basis for perfumery product naming. Each of the two above mentioned conceptual domains represents a complex knowledge format of the matrix type. The cognitive matrix of PERSON includes cognitive contexts-concepts OUTER QUALITIES, INNER QUALITIES and GENDER. The cognitive matrix of PRODUCT consists of the cognitive contexts-concepts INGREDIENTS AND ODOURS, MANUFACTURER, PRICE CATEGORY and PERIOD OF USE. As a rule, while the name of a particular perfumery trademark is being formed, based on the general cognitive matrix of PROMOTION, the cognitive context of PERSON or the cognitive context of PRODUCT or both at once are being referred to. As a result, a concrete cognitive matrix, built according to the principle of 'kernel - periphery', appears. The kernel of this matrix is a particular trademark name and cognitive contexts - matrices, necessary for construction and meaning interpretation of this very linguistic unit, make up the periphery.

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