Nonce words in the system of veterinary ergonymy

The article examines veterinary nonce ergonyms and units containing occasionalisms. We analysed 117 advertising names of organisations located in Kaliningrad, Nizhny Novgorod, Sverdlovsk, and Irkutsk Oblasts, as well as in Primorsky Krai. The relevance of the study is determined by the ability of ergonyms to reflect active processes in language, to use peripheral verbal means, and to enhance advertising communication effectiveness. The study aims to identify the distinctive word-formation (structural), semantic-thematic, and phonetic features of veterinary ergonyms in accordance with the requirements for advertising names (brevity, originality, informativeness, positive associative effects, simplicity, regionality, and others). When working with empirical data, classification and quantitative assessment, as well as descriptive research were employed. The findings indicate that veterinary occasionalisms are generally characterised by concision, "transparency", and informativeness of the morphemic and word-formation structure. Words that include no more than two derivational morphemes predominate. These are mainly combinations of roots and affixoids among which the informatively loaded affixoid -vet- is the most productive one. One word formation method at a time is used more often (primarily affixoidation and analytical compounding), which makes it possible to simplify the perception of the semantics of the derivational components and the semantic relationships between them. Wordplay word-formation methods and phonetic play are rarely used. The proportion of objectively informative word-formation units is higher than the proportion of evaluative ones. However, the latter are characterised by a much wider variety of semantic-the-matic groups. Occasionalisms present no difficulties in determining the primary stress position. Nevertheless, more than a third of them do not meet the simplicity requirement due to the presence of difficult-to-pronounce sound combinations. At the same time, certain factors that complicate pronunciation facilitate the transition from spoken to written form. Concrete ergonyms rarely simultaneously meet all of these requirements.

1. Asanova A., Abdumanapova Z. Z. Ergonyms as an element of the onomastic structure of the modern russian language. Vestnik Issyk-Kulskogo universiteta = Bulletin of Issyk-Kul University. 2025;(60):242–249. (In Russ.) http://doi.org/10.69722/1694-8211-2025-60-242-249.

2. Vedeneeva E. V. Medical ergonyms in Kazan. Klassicheskie yazyki v sovremennom professionalnom obrazovanii = Classical languages in modern professional education. 2024;(2):5–11. (In Russ.)

3. Gulaya T. M., Romanova S. A. Linguistic, semantic, phonetic and psychological features of the brand name development process. Sovremennoe pedagogicheskoe obrazovanie = Modern pedagogical education. 2025;(1):273–276. (In Russ.)

4. Donskova Yu. V., Kurilova A. D., Prirodina U. P. Semantic and pragmatic characteristics of pharmacy ergonyms in Sweden and Great Britain. Nauchnyi dialog = Scientific dialogue. 2023;12(4):49–65. (In Russ.) http://doi.org/10.24224/2227-1295-2023-12-4-49-65.

5. Zhuleva M. I. Specifics of the nomination of dental clinics (using the example of the onomasticon of the city of Samara). Vestnik Luganskogo gosudarstvennogo pedagogicheskogo universiteta. Seriya: Filologicheskie nauki = Bulletin of Lugansk State Pedagogical University. Series: Philology. 2025;1(123):27–33. (In Russ.)

6. Issers O. S. Naming in Siberian media landscape. Kommunikativnye issledovaniya = Communication studies. 2016;4(10):77–91. (In Russ.)

7. Kuznitsina E. S. Derivation of advertising onyms: productive methods. Russkii yazyk v shkole = Russian language at school. 2020;81(6):83–89. (In Russ.) http://doi.org/10.30515/0131-6141-2020-81-6-83-89.

8. Kungusheva I. A., Leonov A. K. Advertising names of leading and regional centers of sociological researches in Russia. Slovo = Word. 2020;(16):122–129. (In Russ.) http://doi.org/10.22250/WFDA.2020.16.26.

9. Novichihina M. E. Criteria for selecting key elements of a compound commercial name in the linguistic expert examination of a trademark. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2: Yazykoznanie = Bulletin of Volgograd State University. Series 2: Linguistics. 2022;21(4):133–141. (In Russ.) http://doi.org/10.15688/jvolsu2.2022.4.10.

10. Ponomareva A. M., Shevtsova O. N. Creative names as a synthesis of strategic content elements and naming techniques. Znak: problemnoe pole mediaobrazovaniya = The sign: a problematic field of media education. 2025;1(55):106–113. (In Russ.) http://doi.org/10.47475/2070-0695-2025-55-1-106-113.

11. Richter K. A. The vocabulary aspect of learning an advertising name. Regionalyaya onomastika: problem i perspektivy issledovaniya: sb. nauchnykh statei = Regional onomastics: Problems and research prospects: Collection of scientific articles. Vitebsk: Vitebsk State University named after P. M. Masherov, 2023. P. 147–152. (In Russ.)

12. Romanova T. P. The system of word formation methods of advertising proper names. Vestnik SamGu = Bulletin of SamSu. 2007;5/2(55):204–214. (In Russ.)

13. Slobodyanyuk E. P. The copywriter’s hand-book. Moscow: Vershina, 2008. 256 p. (In Russ.)

14. Tugusheva F. A., Khamurzova A. G., Kharaeva L. Kh. Linguistic features of advertising discourse in the names of medical institutions. Kazanskaya nauka = Kazan Science. 2019;(12):198–200. (In Russ.)

15. Uluxanov I. S. Units of the word-formation system of the Russian language and their lexical implementation. Moscow: LKI Publishing House, 2015. 232 p. (In Russ.)

16. Hoang T. H. T. Restauronyms of Moscow in the structural-grammatical aspect. Vestnik Tomskogo gosudarstvennogo universiteta = Bulletin of Tomsk State University. 2018;(427):63–70. (In Russ.) http://doi.org/10.17223/15617793/427/8.

17. Chistokletova A. V. Abbreviated paradigm as a linguistic category. Novye gorizonty rusistiki = New horizons of Russian studies. 2025;3(29):29–39. (In Russ.) http://doi.org/10.5281/zenodo.18071339.

18. Arthur J., Bejaei M. The process of creating a new brand name for a fruit variety: A review and suggested improvements. Horticulturae. 2022;8(11):990. (In Engl.) http://doi.org/10.3390/horticulturae811-0990.

19.