Abstract
This article is devoted to the question of the laws governing the emergence and functioning of ergonyms in the multicultural onomastic space. This scientific work characterizes the place of ergonyms in the onomastic system of the city as a cultural component and as a product of the nominator's thought based and speech activity, that is, the owner. The authors define the semantic, structural and pragmatic features of the ergonymsnames of trading houses and shops of the administrative center of Pavlodar region, the city of Pavlodar. Structural-semantic and pragmatic characteristics of the analyzed ergonyms in a multicultural space become the key to a conceptual dialogue of cultures, in which the exchange of cultural values takes place. Ergonyms contain cultural information, that is, they have a “culturological charge”. Consequently, they reflect the peculiarities of the national perception of the world or another people. In this context, the authors perform a quantitative analysis of the linguistic corpus, present and characterize its classification. In addition, the specific functions of ergonyms inherent only to this category of proper names are determined. The study also revealsthe pragmatic features of the analyzed language material. The authors emphasize that the pragmatic characteristics of ergonyms are determined by the factor of economic competition. In this regard, this work defines the communication strategies of the owner of the enterprise (nominator) aimed at influencing the consumer in order to attract more customers. The authors also highlight and describe communicative tactics, which are a combination of the communication strategies indicated in the study.