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The relevance of the study is due to the increasing role of linguistic strategies in restaurant business marketing, as well as the need for a deep understanding of the mechanisms of influence of linguistic means on consumer choice in a highly competitive market. The analysis of pragmonyms presented in the menu of various restaurant establishments in St. Petersburg is carried out. The methodological approach to the analysis is based on the principles of linguapragmatics and cognitive linguistics, which allows us to identify not only semantic, but also functional features of the studied nominations. The analysis of various aspects of the nomination of dishes is given, including the use of metaphors, allusions, language play, as well as culturally specific and intertextual elements. Particular attention is paid to the role of pragmonyms in the implementation of a set of communicative functions: attractive, suggestive, emotive, aesthetic, as well as the function of forming the brand identity of the establishment. Linguistic techniques used in the creation of pragmonyms are considered. The article analyzes cases of metaphorical transfer, where the names of dishes appeal to images that are not directly related to cooking, but evoke certain associations. Allusions to literary works, historical events or popular culture, which enrich the semantic field of names and create additional semantic layers, are studied. The issues of adapting foreign gastronomic concepts in the local context are considered. Strategies for creating an authentic gastronomic experience through linguistic means are analyzed and the role of pragmonyms in shaping the gastronomic image of a region is considered. The results of the study have significant theoretical significance for the development of onomastics, linguistic pragmatics and discourse theory, as well as high practical value for specialists in the field of marketing, branding and restaurant business management. The results can be used to optimize marketing strategies in the restaurant business and improve communication between catering establishments and their customers.
Keywords:pragmonyms, gastronomic discourse, linguistic strategies, nomination of dishes, linguopragmatics
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