Functions of Geortonyms

Isber Rima Ibrahim ORCID: 0000-0002-2514-5084 Postgraduate student, Peoples' Friendship University of Russia, Department of General and Russian Linguistics 117198, Russia, Moscow region, Moscow, Miklukho-Maklaya str., 10, 2 1042215216@pfur.ru

1. IntroductionA georthonym is a special kind of proper name, an advertising name of an intangible object, the name of a solemn event.

The word has a Greek origin ( – holiday), and means ‘the proper name of any holiday, memorable date, celebration, festival’ ^{[1, p. 14-16]}.

In foreign linguistic literature, the word georthonym still does not have a stable terminological status due to the use of numerous synonyms, in particular - event name, or eventonym (eventonym), and chrononym (chrononym) ^[2]. An eventonym is the name of any event ^[3], which means an important, interesting or unusual event, as well as a significant event – a sports competition, concert, etc. ^[4]. A chrononym is defined as the name of a certain period of time; some of them indicate the time of the event: Weihnachten (Christmas Eve on December 24), Tag der Deutschen Einheit (German Unity Day on October 3); not all georthonyms can be chrononyms ^[5]. In general, the names of celebrations by foreign scientists have not yet been studied sufficiently, especially when it comes to the aspect of their functioning.Foreign-language georthonyms are actively studied by Russian linguists, for example, I. N. Puchkova studied the semantics of georthonyms in English phraseological units, identifying the national and cultural features of some American and British religious and non-religious holidays, offering a thematic classification of this type of ideonyms ^[6].

Another typological classification, namely structural, was proposed by I. A. Vorobyova in the article "Structural characteristics of the georthonyms of the English language", also drawing our attention to the cultural and historical components of the studied nominations ^[7]. In connection with the above circumstances, we consider it appropriate to rely on the achievements of Russian researchers in this field when studying georthonyms and their functions.

The majority of Russian linguists in the study of advertising names, including georthonyms, are based on the fact that their main function is considered advertising. I. V. Kryukova in her work "Advertising name: from invention to precedent" distinguishes the attractive (attracting the addressee's attention with the help of linguistic means) and suggestive (influencing his consciousness) as part of the advertising function ^[8]. However, she studied georthonyms not as a separate class of names, but under the general term advertising name: the names of the most popular media and works of fiction became the object of study.

Based on the ideas of I. V. Kryukova, O. V. In her doctoral dissertation "Language fashion in Russian onomastics", Vrublevskaya devoted a whole paragraph to the names of festive events, exploring them from the point of view of sociolinguistics. She, like I. V. Kryukova, considers the attractive and suggestive functions to be the main ones for the modern georthonym ^[9], however, the names of festivals and competitions served as the research material, the names of exhibitions are less common.

O. A. Andreeva considers the function of georthonyms in literary texts of the XIX–XX centuries. The material of her research covers only one type of names of solemn events – the names of Orthodox holidays ^[10].

T. V. Peredreeva in her work "The linguistic and cultural potential of georthonyms in the study of foreign language culture" examines the role of georthonyms not only in the development of a foreign language, but also in the study of the national and cultural mentality of its speakers. The object of research in this work is the German harvest festival Erntedankfest ^[11].

Based on the above, we note that the names of solemn events are an insufficiently studied phenomenon in modern Russian studies. Among all types of georthonyms, the names of art projects have been studied to the least extent. However, the beginning of such a study is laid in the works of E. N. Remchukova: the article "Features of nominations in the field of culture" describes the functions of georthonyms, ways of their implementation; special attention is paid to the informative function. According to the researcher, the attractiveness of the name can be realized with the help of linguocreative means of the modern Russian language, including with the help of graphohybridization (for example, a combination of Latin with Cyrillic), and suggestiveness – "with the inclusion of evaluative lexemes or metaphors" ^{[12, p. 215]}. In addition, the author notes the predominance of the informative function not only in anthroponymic nominations, but also in creative and aesthetic nominations.

Analyzing the "intellectually informative and aesthetic components of the "promoting text" in the sphere of culture" ^[13], E. N. Remchukova identifies the informative and educational function of georthonyms of this type as the most important and considers it in the aspect of marketing linguistics. According to the researcher, "marketing significant information is also intellectually significant, as it informs about the cultural significance of the current event, its uniqueness and place in a certain cultural and historical environment" ^{[13, p.188]}. Along with the informative and educational function performed by the name of the art project, an important role for keeping the attention of the addressee is played by the aesthetic component, which is implemented in georthonyms of this type with the help of expressive, imaginative and creative linguistic means.

Thus, the relevance of this article is due to the importance of studying the names of art projects in the functional aspect – it was the identification of the main functions of these commercial nominations and the features of their implementation that became the main purpose of the study. To achieve this goal , the following tasks were defined: 1) to identify the main functions of this type of georthonyms; 2) to analyze the structure and semantics of names in accordance with their functions.

The research material was 178 nominations of art projects of the State Tretyakov Gallery for the period from 2016 to 2021, collected in accordance with the principle of targeted sampling in the section "Archive of Exhibitions" on the official website of this gallery ^[14].

Within the framework of achieving the research goal, contextual and interpretative analysis was carried out to solve the formulated tasks; when working with the national-cultural component of names, linguopragmatic and functional-structural methods were used using the techniques of linguoculturological commenting.

2. The results of the studyStructure of nominations.

With the help of structural analysis, some syntactic techniques for constructing names were discovered: the use of nominative themes, parcelling, inversion. The nominative subject allows you to provide information about the artist whose works are presented at the exhibition. For example, the artist's name Olga Kiseleva isolated in the preposition in the nominative case in the title of the exhibition "Olga Kiseleva. Network constructivism" serves as the title of the theme of the exhibition. Nomination "Valery Koshlyakov. The Romanesque Prisoner ... or rigging works" is an example of using not only the nominative theme, but also the parcel: the name is divided into the main part and parcels using ellipsis. This allows us to draw the reader's attention to the fact that this project, formally consisting of eight major works, is actually a composition of 72 fragments. In other categories, the parcel is carried out mainly with the help of a dot.

The inversion focuses on a certain part of the name – as, for example, in the nomination "Preserved Shrines of Moscow Gone", where the adjective definition of the departed follows the noun of Moscow; the nominee wants to draw the addressee's attention to the exhibits that characterize Moscow in the past, since they represent restored items of church utensils of seventeen destroyed Moscow temples.

Semantics of names. Considering the advertising text following the name, we can say that, in general, the semantics of names are two-dimensional: some words are used in their direct meaning, others include a national-cultural semantic component. For example, the word reboot in the nomination "Contemporary Art: 1960-2000. Reboot" means not only an updated perception of the history of modern art by a potential visitor, but also a renovation of the format of presenting works by Soviet artists created at home for a friendly circle (the style of the "cabinet of curiosities"). "This project is the only panorama of the history of contemporary art in Russia. It will allow us to understand the historical boundaries of modernity, will help the public overcome the stereotype of the "complexity" of the perception of contemporary art [...] The curators abandoned the usual methods of demonstration and instead of the traditional format of the "exhibition" offered the format of the "cabinet of curiosities"" ^[15].

In several nominations of the block under study, the word gift is used in its first dictionary meaning 'gift' ^[16]: "New Tretyakov Gallery. Beginning. The gift of Veronika Nikolaevna Sukoyan"; "Generation XXI. The gift of Vladimir Smirnov and Konstantin Sorokin"; "The gift of Oleg Yakhont". As for the national-cultural component of names, it manifests itself in the use of precedent cultural signs. For example, the nomination "PEACE! FRIENDSHIP! DESIGN! The History of Russian Industrial Design" is based on the famous Soviet slogan PEACE! LABOR! MAY!Expressive means in the nominations.

The semantic ambiguity mentioned above is revealed through the use of certain expressive means: lexical – the metaphor "Free Flight", the epithet "Good Museum", the personification "Vadim Kosmachev. The breath of sculpture" and syntactic – oxymoron "Arsen Revazov. Invisible light", antitheses "Artist Nikich. The world inside and life outside", etc. Such language techniques ensure the implementation of the suggestive function of names. Thus, the emotional and evaluative lexeme kind in the title of the exhibition "Kind Museum" has a positive effect on the target audience, causing potential consumers to empathize with the authors of the works presented at this exhibition – people with special needs. In the title of the exhibition "Arsen Revazov. An oxymoron technique was used, expressing the nominee's desire to influence the imagination of a potential visitor: the combination of invisible light allows not only to identify the features of the technique in which the exhibited works are made – photos in the infrared range (invisible to the human eye in reality), but also to show the depth of the master's understanding of the concept of "Russia".

Functions of the names of art projects. It is obvious that the use of certain specific structures and expressive means contributes to an effective impact on the target audience. The analysis made it possible to identify the main functions of the studied nominations.

The informative function manifests itself as the ability to identify the topic of the title and draw attention to the topic using such means as nominative themes, parcellation, inversion, etc. Two subfunctions of the informative function are implemented – identifying and informative-educational:

– identifying (in the names of the identifying character) ^[9] is realized by using generic words (exhibition, project, biennale, exposition) or indicating the nature of the event, i.e. to specialize in an art form (pictorial, landscape, photographic, portrait, graphic, sculptural);

– informative and educational function is realized by mentioning the facts of the artist's biography ^[13], indicating a particular direction in art or a certain genre, as well as the chronology of the event, which contains a direct indication of the years of life and creativity, and / or the construction "from (artist's name 1) to (artist's name 2) or the expression so far)". Examples of such georthonyms can be such exhibition names as "Russian Fairy Tale. From Vasnetsov to now" (chronology); "Geometrisms. 1950s–2010s" (current in art); "Dmitry Zhilinsky. The inner circle" (biography of the master).

The advertising function also manifests itself in two aspects: attractiveness and suggestiveness. The attractive function is understood as managing the attention of the addressee (a potential visitor to an art exhibition) and is implemented, among other things, with the help of some language game techniques; the suggestive function is understood as influencing the emotions of the recipient and, possibly, as influencing his decision to attend a particular exhibition. The language game manifests itself, for example, at the phonetic level (1) – with the help of a palindrome or at the graphic level – (2) by font separation [see 17] (a) of the whole name, (b) of the whole word, or (c) of any parts of the word:

1. Igor Shelkovsky. City of roads;

2.a. PRO. method;2.b. ALWAYS 1968-1985;

2.in. The media project “Manifestation".

As for the suggestiveness of names, its implementation is facilitated, apparently, by the use of positively colored evaluative vocabulary, for example, such lexemes as beautiful, kind, important, as well as various expressive means of language.It should be noted that the aesthetic function of these names is optional, it manifests itself in cases where the purpose of using the trope as an expressive language means is to form positive emotions in relation to the named artistic project by influencing the aesthetic sense.

Russian Russian Way metaphor in the nomination of the exhibition "The Russian Way. From Dionysius to Malevich." In the dictionary of T. F. Efremova gives the metaphorical meaning of the word path – ‘the direction of activity, its development’ ^[16]: this is the meaning realized in the structure of this name – the direction in which Russian art has been developing for several centuries. This metaphor creates an image of such development in the addressee's mind, forming positive emotions in relation to the so-called exposition, awakening an aesthetic sense.

3. ConclusionsStructural, semantic and stylistic features of georthonyms – names of art projects contribute to the performance of certain functions by them.

The analysis of these names made it possible to identify the most important components of their structural organization – nominative themes, parcellation and inversion, and also to establish that the meanings of the words included in them – direct or figurative – in many cases contain a national-cultural component. The use of linguistic means of expression, such as metaphor, epithet, personification, oxymoron, antithesis, when creating the studied georthonyms, contributes to the fulfillment of their main functions: informative (within which identifying and educational tasks are solved), attractive and suggestive. The implementation of all these functions allows you to attract the attention of the target audience – Muscovites and guests of the capital – and influence their decision to visit a certain exhibition. From the point of view of marketing linguistics, the complex of functions of modern georthonyms is aimed at achieving the ultimate advertising goal – the purchase of a ticket to the exhibition.