| Abstrakt: |
The article presents a comprehensive modeling of the process, specifics and expected results of naming of catering, including the register of caterin’s names, the study of their electronic representations on the Internet and paper promotional products, as well as visiting certain institutions and communicating with other visitors about psycholinguistic and linguocultural interpretation of the mentioned electronic texts and consumer narratives. The motivational process of creating and functioning of caterin’s names was reconstructed, including motivation of nomination in terms of nominator, motivation of the name from the consumer’s point of view and the motivation of the studied units as a consequence of the first two processes. It was established that the external motivational level of the motivational base of caterin’s names includes 8 motivational features, from which the nominator was chosen the most relevant for a specific name, against the background of the extinction of the other 7 characteristics that have different quantitative dominant in the studied socio-cultural spaces of Ukraine and the English-speaking countries: 1) precedent, 2) a sign by means of word games, 3) graphic, 4) ethnocultural, 5) figurative-symbolic, 6) epatage, 7) manipulative, 8) non-transparent sign. It was established that each name, including caterin’s names, reflects a variety of aspects of social relations and psychological representations: 1) personal expression of the owners of the institution and (or) developers of its design (which can be related and naming), 2) identification of authors of the title with that or other socio-cultural space; 3) orientation towards certain macro-regions (European cuisine, Asian cuisine), countries (Ukrainian, Spanish, Italian, Georgian cuisine) or subregion (dishes from different ethnographic regions of Ukraine);4) guidance on exclusivity in order to exert an unusual psychological impact on visitors; 5) the targeting of the institution, for example, its direction, first of all, on the youth or children’s category of visitors, etc. [ABSTRACT FROM AUTHOR] |
