ANTHROPONOMICAL BRAND IN THE GERMAN-LANGUAGE POLITICAL LANDSCAPE

Tkachenko O. A.

This article examines one popular type of personified brand: the anthroponymic brand. It notes the high communicative and differentiating potential of brands whose names use an anthroponym. Using the material of political brands of modern Germany and Austria, an attempt was made to reveal their pragmatic and communicative effectiveness. It has been shown that anthroponymic brands are underrepresented in Germany and, as a result of such naming, act more like anti-brands, since the tragic consequences of the formation of an ideology around the cult of personality still prevail in the collective memory. Anthroponymic brands are widely represented in the Austrian political landscape. It is noted that, despite the shared National Socialist past with Germany, this naming model is very effective and productive in the Austrian party system, as it meets the needs of the electorate for modern party models against the backdrop of a loss of trust in traditional parties.

Keywords:anthroponym, anthroponymic brand, name of a political party, nominative strategy, Germany, Austria.