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Kletckaja S.I. [Pragmatics of early Soviet perfume brand nominations: on some poorly studied phenomena in the history of Russian abbreviation] World of Science. Series: Sociology, Philology, Cultural Studies, 2020, Vol. 11, No. 4. Available at: https://sfk-mn.ru/PDF/07FLSK420.pdf (in Russian).

Pragmatics of early Soviet perfume brand nominations: on some poorly studied phenomena in the history of Russian abbreviation

Kletckaja Svetlana Ilʹinichna
Southern federal university, Rostov-on-Don, Russia
E-mail: kleckaja@inbox.ru

Abstract. In the practice of creating perfume brand nominations in the first decades of the Soviet era, an abbreviation method was used, which involves combining the names of letters within a graphic word, which results in a phonetically complete word. Two of this article categories, this is the only way («Dataca», «Taga»), one of them («Lenget») it is used in combination with shortening the word and including the letter without vocalization. This method of forming nominations, generally consistent with the language processes of the Soviet era, differs markedly from the typical initial abbreviation for the language of the Soviet period, which is based on a simple combination of initial letters. Based on the analysis of language material, which was carried out with the support of word-formation and pragmatic analysis methods, as well as the method of historical stylistics, the article demonstrates the connection of Soviet trademark nominations with the practice of forming new common names and especially proper names (pseudonyms), characteristic of the Russian language of the pre-revolutionary period. The linguistic and cultural-historical facts analyzed in the article show the dual status of the nominations of Soviet perfume brands. On the one hand, these nominations are formed using an active word-formation method of abbreviation, correspond to the spirit of the era and retain their connection with motivating full nominations of enterprises that fully meet the emerging Soviet tradition of nomination. However, on the other hand, this method is characterized by correlation with pre-revolutionary language practices that embody alien cultural attitudes, as well as «foreignness» and «exoticism» of the result, which allows you to create nominations that contribute to the aestheticization of the everyday side of life. This allows us to consider the nominations of Soviet perfume brands as a kind of compromise between the linguistic and ideological requirements of the era, on the one hand, and the orientation to a broader tradition of creating brand nominations, as well as the expectations of the average consumer, on the other.

Keywords: the language of Soviet-era abbreviation; the abbreviation; history of abbreviations; pragmatisim nomination; trademarks; acro

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