COMMERCIAL OBJECTS’ NOMINATION AS A TOOL OF LINGUISTIC LANDSCAPE’S VARIETY

Ismagilova Aliya Rinatovna, Bagmanova Nargis Irekovna, Nalimova Irina Sergeevna, Palutyna Olga Gennadievna

The linguistic landscape research is of great interest and importance, because it is a source of visual communication and a reflection of modern society’s linguistic interests. Ergonyms are one of the layers of the city toponymy, taking part in the linguistic landscape formation. They show the linguistic preferences of the citizens and reflect the language policy of the region and its impact on the city’s sociolinguistic image. This paper provides an overview of commercial ergonyms and the role of social processes in the formation of the sociocultural linguistic landscape of the city Kazan. The investigation identifies dominant languages of commercial ergonimy of Kazan implemented in borrowings from foreign languages and the use of state languages in nominations.

Keywords:linguistic landscape; language policy; globalization; lingvocultural variety, commercial nomination